Bit.ly has gained a lot of popularity, thanks to its problem free service and becoming the default link cruncher for Twitter. The URL shortening service has shortened its already shortened service even more. The new branding puts bit.ly as j.mp saving you an additional two characters. Well sounds justified given that every character counts on Twitter and it offers nothing extra apart from the name and use the same credentials that you have for Bit.ly. Here is a shortened version of Startup Meme’s link.
