I've recently started to roll my own short URLs. Using Netlify's optimised edge redirects via Netlify's redirects API is incredibly efficient and gives me URLs which I manage on my own domain instead of farming that out to a third-party provider who might go away.
This document covers the best practices and pitfalls for building UI to display URLs in browsers and other apps. It covers the main categories of problems and challenges that we’ve seen in building Chrome. The guidance is intended to be generally applicable, but includes some Chrome-specific notes throughout.