Google launched a new URL shortening service, but it has limitations. It can only be used via the Google Toolbar and Feedburner, at least for now. (More on the Toolbar and Feedburner updates in a later post.) The Google URL Shortener uses goo.gl as a root domain.
Meanwhile, Facebook is testing a URL shortening service, using FB.me as a domain. It was first noticed via Facebook's mobile interface. The shortening can be used for pages as well - for example - fb.me/starbucks. (via Inside Facebook)
Last but not least, one of the most popular URL shortening services, Bit.ly, has announced a new Pro feature. This will allow a limited number of large publishers to create custom, shortened URLs. For example, the New York Times' URLs will begin with nyti.ms. Pro users will get access to Bit.ly's new real-time dashboard which will provide analytics on the shortened URLs.