With Fwd, you can take a long link (aka destination URL) like this one:
https://www.bizjournals.com/denver/news
And shorten it to a link like this one:
https://fw.ws/2QglpGx
Or, with a paid plan, add your own custom domain and a custom back-half to get a really unique and branded link, like this one:
https://fwd.ws/indenver
When you create a link with Fwd, clicks on it will be redirected from Fwd to the destination URL you started with.
To do this, we issue a "301 redirect," a technique for making a webpage available under many URLs. Because Fwd doesn’t re-use or modify shortened links, our redirects are permanent.