I've been thinking about building one for my app for quite some time, mostly because I never liked that goo.gl used characters that could be confusing in certain fonts (e.g. Il), which is really frustrating when you have to type them.

Still, goo.gl was really convenient so I just put it off, but then I got the shutdown notice and that was the best motivator :)

It doesn't have such a short domain, but on the plus side it's now branded and still fits in an SMS, so it's all good.