diff --git a/doajtest/helpers.py b/doajtest/helpers.py
index a8f33d52d5..33859e2225 100644
--- a/doajtest/helpers.py
+++ b/doajtest/helpers.py
@@ -145,7 +145,9 @@ def create_app_patch(cls):
             'ENABLE_EMAIL': False,
             "FAKER_SEED": 1,
             "EVENT_SEND_FUNCTION": "portality.events.shortcircuit.send_event",
-            'CMS_BUILD_ASSETS_ON_STARTUP': False
+            'CMS_BUILD_ASSETS_ON_STARTUP': False,
+            'URLSHORT_ALLOWED_SUPERDOMAINS': ['doaj.org', 'localhost', '127.0.0.1'],
+
         }
 
     @classmethod
diff --git a/doajtest/selenium_helpers.py b/doajtest/selenium_helpers.py
index 80d9e2e42e..56cf9c15e4 100644
--- a/doajtest/selenium_helpers.py
+++ b/doajtest/selenium_helpers.py
@@ -1,7 +1,6 @@
 import datetime
 import logging
 import multiprocessing
-import time
 from multiprocessing import Process, freeze_support
 from typing import TYPE_CHECKING
 
@@ -14,6 +13,7 @@
 from doajtest.helpers import DoajTestCase, patch_config
 from portality import app, models, core
 from portality.dao import ESMappingMissingError
+from portality.lib.thread_utils import wait_until
 
 if TYPE_CHECKING:
     from selenium.webdriver.remote.webdriver import WebDriver
@@ -118,7 +118,7 @@ def setUp(self):
         self.selenium.set_window_size(1400, 1000)  # avoid something is not clickable
 
         # wait for server to start
-        wait_unit(self._is_doaj_server_running, 10, 1.5, timeout_msg='doaj server not started')
+        wait_until(self._is_doaj_server_running, 10, 1.5, timeout_msg='doaj server not started')
 
         fix_index_not_found_exception(self.app_test)
         self.fix_es_mapping()
@@ -143,7 +143,8 @@ def _is_doaj_server_running(self):
             self.selenium.find_element(By.CSS_SELECTOR, 'div.container')
             log.info('doaj server is running')
             return True
-        except selenium.common.exceptions.NoSuchElementException:
+        except (selenium.common.exceptions.NoSuchElementException,
+                selenium.common.exceptions.WebDriverException):
             log.info('doaj server is not running')
             return False
 
@@ -159,12 +160,12 @@ def tearDown(self):
         print(f'{datetime.datetime.now().isoformat()} --- doaj process terminating...')
         self.doaj_process.terminate()
         self.doaj_process.join()
-        wait_unit(lambda: not self._is_doaj_server_running(), 10, 1,
-                  timeout_msg='doaj server is still running')
+        wait_until(lambda: not self._is_doaj_server_running(), 10, 1,
+                   timeout_msg='doaj server is still running')
 
         self.selenium.quit()
 
-        wait_unit(self._is_selenium_quit, 10, 1, timeout_msg='selenium is still running')
+        wait_until(self._is_selenium_quit, 10, 1, timeout_msg='selenium is still running')
         print('selenium terminated')
 
         super().tearDown()
@@ -219,17 +220,7 @@ def login_by_acc(driver: 'WebDriver', acc: models.Account = None):
     assert "/login" not in driver.current_url
 
 
-def wait_unit(exit_cond_fn, timeout=10, check_interval=0.1,
-              timeout_msg="wait_unit but exit_cond timeout"):
-    start = time.time()
-    while (time.time() - start) < timeout:
-        if exit_cond_fn():
-            return
-        time.sleep(check_interval)
-    raise TimeoutError(timeout_msg)
-
-
-def wait_unit_elements(driver: 'WebDriver', css_selector: str, timeout=10, check_interval=0.1):
+def wait_until_elements(driver: 'WebDriver', css_selector: str, timeout=10, check_interval=0.1):
     elements = []
 
     def exit_cond_fn():
@@ -240,11 +231,11 @@ def exit_cond_fn():
         except:
             return False
 
-    wait_unit(exit_cond_fn, timeout, check_interval)
+    wait_until(exit_cond_fn, timeout=timeout, sleep_time=check_interval)
     return elements
 
 
-def wait_unit_click(driver: 'WebDriver', css_selector: str, timeout=10, check_interval=0.1):
+def wait_until_click(driver: 'WebDriver', css_selector: str, timeout=10, check_interval=0.1):
     def _click():
         try:
             ele = find_ele_by_css(driver, css_selector)
@@ -255,11 +246,11 @@ def _click():
         except (StaleElementReferenceException, ElementClickInterceptedException):
             return False
 
-    wait_unit(_click, timeout=10, check_interval=0.1)
+    wait_until(_click, timeout=timeout, sleep_time=check_interval)
 
 
 def click_edges_item(driver: 'WebDriver', ele_name, item_name):
-    wait_unit_click(driver, f'#edges-bs3-refiningand-term-selector-toggle-{ele_name}')
+    wait_until_click(driver, f'#edges-bs3-refiningand-term-selector-toggle-{ele_name}')
     for ele in find_eles_by_css(driver, f'.edges-bs3-refiningand-term-selector-result-{ele_name} a'):
         if item_name in ele.text.strip():
             ele.click()
diff --git a/doajtest/seleniumtest/test_article_xml_upload.py b/doajtest/seleniumtest/test_article_xml_upload.py
index 73be167c49..d14e19f5d8 100644
--- a/doajtest/seleniumtest/test_article_xml_upload.py
+++ b/doajtest/seleniumtest/test_article_xml_upload.py
@@ -16,6 +16,7 @@
 from portality import models, dao
 from portality.constants import FileUploadStatus
 from portality.ui.messages import Messages
+from portality.lib.thread_utils import wait_until
 
 HISTORY_ROW_PROCESSING_FAILED = 'processing failed'
 XML_FORMAT_DOAJ = 'doaj'
@@ -62,7 +63,7 @@ def assert_history_row_success(self, history_row, n_article=1):
         self.assert_history_row(history_row, note=f'successfully processed {n_article} articles imported')
 
     @staticmethod
-    def wait_unit_file_upload_status_ready():
+    def wait_until_file_upload_status_ready():
         new_file_upload = None
 
         def _cond_fn():
@@ -73,7 +74,7 @@ def _cond_fn():
             return new_file_upload.status not in (FileUploadStatus.Validated, FileUploadStatus.Incoming)
 
         # interval 0.5 is good because ES can't handle too many requests
-        selenium_helpers.wait_unit(_cond_fn, timeout=15, check_interval=0.5)
+        wait_until(_cond_fn, timeout=15, sleep_time=0.5)
         return new_file_upload
 
 
@@ -108,7 +109,7 @@ def test_upload_fail(self, file_path, err_msg, expected_note):
         assert err_msg in alert_ele.text
 
         # # wait for background job to finish
-        self.wait_unit_file_upload_status_ready()
+        self.wait_until_file_upload_status_ready()
 
         self.selenium.refresh()
         new_rows = find_history_rows(self.selenium)
@@ -177,16 +178,16 @@ def _find_history_rows():
         self.upload_submit_file(file_path)
 
         assert 'File uploaded and waiting to be processed' in self.find_ele_by_css('.alert--success').text
-        selenium_helpers.wait_unit(
+        wait_until(
             lambda: len(_find_history_rows()) == n_org_rows + 1,
-            timeout=10, check_interval=1
+            timeout=10, sleep_time=1
         )
         new_rows = _find_history_rows()
         assert n_org_rows + 1 == len(new_rows)
         assert n_file_upload + 1 == models.FileUpload.count()
 
         # wait for background job to finish
-        new_file_upload = self.wait_unit_file_upload_status_ready()
+        new_file_upload = self.wait_until_file_upload_status_ready()
 
         # assert file upload status
         assert new_file_upload.filename == Path(file_path).name
@@ -307,7 +308,7 @@ def step_upload_success(self, publisher, article_xml_path, journal_issn, expecte
                                                             XML_FORMAT_DOAJ)
         self.assert_history_row_success(latest_history_row)
         selenium_helpers.goto(self.selenium, url_path.url_toc_articles(journal_issn))
-        selenium_helpers.wait_unit(lambda: self.find_eles_by_css(article_title_selector))
+        wait_until(lambda: self.find_eles_by_css(article_title_selector))
         assert expected_title in [e.get_attribute('innerHTML').strip()
                                   for e in self.find_eles_by_css(article_title_selector)]
 
diff --git a/doajtest/unit/test_lib_urlshort.py b/doajtest/unit/test_lib_urlshort.py
new file mode 100644
index 0000000000..e8e3850777
--- /dev/null
+++ b/doajtest/unit/test_lib_urlshort.py
@@ -0,0 +1,126 @@
+import time
+
+from doajtest.helpers import DoajTestCase, patch_config
+from portality import models
+from portality.bll import DOAJ
+from portality.core import app
+from portality.lib.thread_utils import wait_until
+from portality.models import UrlShortener
+from portality.util import url_for
+
+urlshort = DOAJ.urlshortService()
+
+
+def wait_any_url_shortener():
+    models.UrlShortener.refresh()
+    return models.UrlShortener.count() > 0
+
+
+class TestLibUrlshort(DoajTestCase):
+
+    def test_create_new_alias(self):
+        n_samples = 3
+        aliases = {urlshort.create_new_alias() for _ in range(n_samples)}
+        self.assertEqual(len(aliases), n_samples)
+
+        assert len(aliases) == n_samples
+        assert len(list(aliases)[0]) == app.config.get("URLSHORT_ALIAS_LENGTH")
+
+    def test_parse_shortened_url(self):
+        alias = 'alias_abc'
+        assert alias in urlshort.parse_shortened_url(alias)
+
+    def test_add_url_shortener(self):
+        url = 'http://aabbcc.com'
+        surl = urlshort.add_url_shortener(url)
+
+        assert surl
+        assert isinstance(surl, str)
+
+        time.sleep(2)
+        UrlShortener.refresh()
+
+        surl2 = urlshort.add_url_shortener(url)
+        assert surl == surl2
+
+        surl3 = urlshort.add_url_shortener(url + 'xxxx')
+        assert surl != surl3
+
+    def test_find_shortened_url(self):
+        url = 'http://aabbcc.com'
+        assert urlshort.find_shortened_url(url) is None
+
+        surl = urlshort.add_url_shortener(url)
+
+        time.sleep(2)
+        UrlShortener.refresh()
+
+        surl2 = urlshort.find_shortened_url(url)
+        assert surl == surl2
+
+    def test_find_url_by_alias(self):
+        data = {}
+        for idx in range(3):
+            url = f'/{idx}'
+            surl = urlshort.add_url_shortener(url)
+            alias = surl[surl.rfind('/') + 1:]
+            data[alias] = url
+
+        wait_until(wait_any_url_shortener)
+
+        results = models.UrlShortener.q2obj()
+
+        alias = results[0].alias
+        assert urlshort.find_url_by_alias(alias) == data[alias]
+
+
+def surl_to_alias(surl):
+    alias = surl[surl.rfind('/') + 1:]
+    return alias
+
+
+class TestUrlshortRoute(DoajTestCase):
+    def test_urlshort_route(self):
+        url = 'https://www.google.com'
+        surl = urlshort.add_url_shortener(url)
+        wait_until(wait_any_url_shortener)
+
+        with self.app_test.test_client() as c:
+            rv = c.get(surl)
+            assert rv.status_code == 302
+            assert rv.headers['Location'] == url
+
+    def test_urlshort_route__not_found(self):
+        with self.app_test.test_client() as c:
+            rv = c.get(urlshort.parse_shortened_url('nnnnnnnnot_found'))
+            assert rv.status_code == 404
+
+    def test_create_shorten_url(self):
+        data = {'url': 'http://localhost:5004/search/journals'}
+        with self.app_test.test_client() as c:
+            rv = c.post(url_for('doajservices.shorten'), json=data)
+            assert rv.status_code == 200
+            assert rv.json['short_url']
+
+        wait_until(wait_any_url_shortener)
+        assert urlshort.find_url_by_alias(surl_to_alias(rv.json['short_url'])) == data['url']
+
+    def test_create_shorten_url__invalid(self):
+        data = {'url': 'http://invalid.domain.abc/aaaaa'}
+        with self.app_test.test_client() as c:
+            rv = c.post(url_for('doajservices.shorten'), json=data)
+            assert rv.status_code == 400
+
+    def test_create_shorten_url__limit_reached(self):
+        orig_config = patch_config(self.app_test, {'URLSHORT_LIMIT': 1})
+        data = {'url': 'http://localhost:5004/search/journals'}
+        with self.app_test.test_client() as c:
+            rv = c.post(url_for('doajservices.shorten'), json=data)
+            assert rv.status_code != 429
+
+            wait_until(wait_any_url_shortener)
+
+            rv = c.post(url_for('doajservices.shorten'), json=data)
+            assert rv.status_code == 429
+
+        patch_config(self.app_test, orig_config)
diff --git a/doajtest/unit/test_scripts_accounts_with_marketing_consent.py b/doajtest/unit/test_scripts_accounts_with_marketing_consent.py
index cad2cb9870..7ba7dfbd59 100644
--- a/doajtest/unit/test_scripts_accounts_with_marketing_consent.py
+++ b/doajtest/unit/test_scripts_accounts_with_marketing_consent.py
@@ -61,7 +61,7 @@ def test_01_publishers_with_consent(self):
                 str('False')
             ])
 
-        thread_utils.wait_until(lambda: org_size + num_new_records == Account.count(), sleep_time=0.4)
+        thread_utils.wait_until(lambda: org_size + num_new_records * 3 == Account.count(), sleep_time=0.4)
         publishers_with_consent(output_file)
 
         assert os.path.exists(output_file)
diff --git a/docs/dev/how-to-setup.md b/docs/dev/how-to-setup.md
index 671336385f..dcdbc6d763 100644
--- a/docs/dev/how-to-setup.md
+++ b/docs/dev/how-to-setup.md
@@ -1,12 +1,16 @@
 Setup google API key for google sheet
 ------------------------------------------
+
 ### create project an enable api
+
 * go to https://console.cloud.google.com/
 * create and select a project on the top left
-* searching for "Google Drive API" and enable it, url should be some thing like (https://console.cloud.google.com/marketplace/product/google/drive.googleapis.com)
+* searching for "Google Drive API" and enable it, url should be some thing
+  like (https://console.cloud.google.com/marketplace/product/google/drive.googleapis.com)
 * searching for "Google Sheets API" and enable it
 
 ### create key
+
 * click `create credentials` button
 * select `Google Drive API` and `Web server` and `Application data`
 * select `No, I'm not using them`
@@ -17,19 +21,18 @@ Setup google API key for google sheet
 * click `KEYS`, `ADD KEY`
 * select `JSON` and click create
 
-
 ### share google sheet to service account
+
 * go to google drive
 * right click the sheet you want to share
 * click `Share`
 * paste the service account email to `People` field
 * click `Done`
 
-
-
 How to setup for `datalog_journal_added_update` task
 --------------------------------------------------
 following variable need for background job `datalog_journal_added_update`
+
 ```
 # value should be key file path of json, empty string means disabled
 GOOGLE_KEY_PATH = ''
@@ -40,3 +43,28 @@ DATALOG_JA_FILENAME = 'DOAJ: journals added and withdrawn'
 # worksheet name or tab name that datalog will write to
 DATALOG_JA_WORKSHEET_NAME = 'Added'
 ```
+
+How to setup for dev with Plausible
+-----------------------------------
+
+* run plausible
+    * ref 'https://github.com/plausible/community-edition'
+    * update `plausible-conf.env`
+    * run docker `docker-compose up`
+    * testing configuration by browse `http://localhost:8000` and login admin user
+* setup fake domain in /etc/hosts
+    * e.g. `127.0.0.1    doaj.dev.local`
+* setup dev.cfg
+    * `DEBUG = False`
+    * `BASE_URL = "https://doaj.dev.local:5004"`
+    * `PLAUSIBLE_URL = "http://localhost:8000"`
+    * `PLAUSIBLE_JS_URL = PLAUSIBLE_URL + "/js/script.outbound-links.file-downloads.js"`
+    * `PLAUSIBLE_API_URL = PLAUSIBLE_URL + "/api/event"`
+    * `PLAUSIBLE_SITE_NAME = "doaj.dev.local"`
+* update `portality/app.py`, change `fake_https=True` e.g. `run_server(fake_https=True)`
+    * you might need `cryptography~=42.0` installed in pip
+* run `portality/app.py`
+* testing configuration by browse `https://doaj.dev.local:5004`
+
+
+
diff --git a/docs/pr_note/2881_url_shortener.md b/docs/pr_note/2881_url_shortener.md
new file mode 100644
index 0000000000..1715bcebc4
--- /dev/null
+++ b/docs/pr_note/2881_url_shortener.md
@@ -0,0 +1,7 @@
+
+
+
+Reminders:
+---------------------
+* new `Goals` `Urlshort` should be added to plausible
+* edges library updated for generate url shorten
\ No newline at end of file
diff --git a/portality/app.py b/portality/app.py
index efd9e5b170..8050ee61a4 100644
--- a/portality/app.py
+++ b/portality/app.py
@@ -9,7 +9,7 @@
 
 ~~DOAJ:WebApp~~
 """
-
+import logging
 import os, sys
 import tzlocal
 import pytz
@@ -434,6 +434,23 @@ def page_not_found(e):
     return render_template('500.html'), 500
 
 
+is_dev_log_setup_completed = False
+
+
+def setup_dev_log():
+    global is_dev_log_setup_completed
+    if not is_dev_log_setup_completed:
+        is_dev_log_setup_completed = True
+        app.logger.handlers = []
+        log = logging.getLogger()
+        log.setLevel(logging.DEBUG)
+        ch = logging.StreamHandler()
+        ch.setLevel(logging.DEBUG)
+        ch.setFormatter(logging.Formatter('%(asctime)s %(levelname).4s %(processName)s%(threadName)s - '
+                                          '%(message)s --- [%(name)s][%(funcName)s:%(lineno)d]'))
+        log.addHandler(ch)
+
+
 def run_server(host=None, port=None, fake_https=False):
     """
     :param host:
@@ -443,6 +460,10 @@ def run_server(host=None, port=None, fake_https=False):
         that can help for debugging Plausible
     :return:
     """
+
+    if app.config.get('DEBUG_DEV_LOG', False):
+        setup_dev_log()
+
     pycharm_debug = app.config.get('DEBUG_PYCHARM', False)
     if len(sys.argv) > 1:
         if sys.argv[1] == '-d':
diff --git a/portality/bll/doaj.py b/portality/bll/doaj.py
index bd756e8b59..b0dffa3d12 100644
--- a/portality/bll/doaj.py
+++ b/portality/bll/doaj.py
@@ -130,4 +130,9 @@ def tourService(cls):
     @classmethod
     def autochecksService(cls, autocheck_plugins=None):
         from portality.bll.services import autochecks
-        return autochecks.AutocheckService(autocheck_plugins=autocheck_plugins)
\ No newline at end of file
+        return autochecks.AutocheckService(autocheck_plugins=autocheck_plugins)
+
+    @classmethod
+    def urlshortService(cls):
+        from portality.bll.services import urlshort
+        return urlshort
diff --git a/portality/bll/services/urlshort.py b/portality/bll/services/urlshort.py
new file mode 100644
index 0000000000..a017c44f93
--- /dev/null
+++ b/portality/bll/services/urlshort.py
@@ -0,0 +1,77 @@
+import random
+import string
+from typing import Optional
+
+from portality import models
+from portality.core import app
+from portality.models.url_shortener import AliasQuery, UrlQuery
+from portality.util import url_for
+
+# global current status of the alias length
+ALIAS_CHARS = string.ascii_letters + string.digits
+
+
+def add_url_shortener(url: str) -> str:
+    """
+    create or find a shorted url from the given url
+
+    Parameters
+    ----------
+    url
+
+    Returns
+    -------
+        shortened URL
+    """
+
+    shortened_url = find_shortened_url(url)
+    if shortened_url:
+        return shortened_url
+
+    alias = create_new_alias()
+    models.UrlShortener(url=url, alias=alias).save()
+
+    return parse_shortened_url(alias)
+
+
+def create_new_alias(n_retry=5) -> str:
+    alias_len = app.config.get("URLSHORT_ALIAS_LENGTH")
+    for _ in range(n_retry):
+        alias = ''.join(random.sample(ALIAS_CHARS, alias_len))
+        cnt = models.UrlShortener.hit_count(UrlQuery(alias).query())
+        if cnt == 0:
+            return alias
+
+    raise ValueError('Could not create a unique alias')
+
+
+def find_shortened_url(url: str) -> Optional[str]:
+    """ find the shorted url from the given url """
+
+    aliases = models.UrlShortener.q2obj(q=AliasQuery(url).query())
+
+    if len(aliases) == 0:
+        return None
+
+    if len(aliases) > 1:
+        app.logger.warning(f'More than one alias found for url[{url}] n[{len(aliases)}]')
+
+    return parse_shortened_url(aliases[0].alias)
+
+
+def find_url_by_alias(alias: str) -> Optional[str]:
+    """ find the original url from the given alias """
+
+    urls = models.UrlShortener.q2obj(q=UrlQuery(alias).query())
+    n_url = len(urls)
+    if n_url == 0:
+        return None
+    if n_url > 1:
+        app.logger.warning(f'More than one URL found for alias[{alias}] n[{n_url}]')
+
+    return urls[0].url
+
+
+def parse_shortened_url(alias: str) -> str:
+    """ parse the shortened url from the given alias """
+    return app.config.get("BASE_URL") + url_for('doaj.shortened_url', alias=alias)
diff --git a/portality/dao.py b/portality/dao.py
index 1c2b32da5f..62a61c95c7 100644
--- a/portality/dao.py
+++ b/portality/dao.py
@@ -857,7 +857,7 @@ def count(cls):
         # return requests.get(cls.target() + '_count').json()['count']
 
     @classmethod
-    def hit_count(cls, query, **kwargs):
+    def hit_count(cls, query, **kwargs) -> int:
         countable_query = deepcopy(query)
         if "track_total_hits" not in countable_query:
             countable_query["track_total_hits"] = True
diff --git a/portality/lib/thread_utils.py b/portality/lib/thread_utils.py
index cee82e82a3..4512d497d3 100644
--- a/portality/lib/thread_utils.py
+++ b/portality/lib/thread_utils.py
@@ -2,13 +2,14 @@
 from typing import Callable
 
 
-def wait_until(cond_fn: Callable[[], bool], timeout=10, sleep_time=0.1):
+def wait_until(cond_fn: Callable[[], bool], timeout=10, sleep_time=0.1,
+               timeout_msg='fail to meet the condition within the timeout period.'):
     start_time = time.time()
-    while True:
-        if cond_fn():
-            return True
-
-        if (time.time() - start_time) > timeout:
-            return False
+    while (time.time() - start_time) < timeout:
+        cond_result = cond_fn()
+        if cond_result:
+            return cond_result
 
         time.sleep(sleep_time)
+
+    raise TimeoutError(timeout_msg)
diff --git a/portality/models/__init__.py b/portality/models/__init__.py
index eea1859a70..6ad3cb9eda 100644
--- a/portality/models/__init__.py
+++ b/portality/models/__init__.py
@@ -28,6 +28,7 @@
 from portality.models.event import Event
 from portality.models.notifications import Notification
 from portality.models.autocheck import Autocheck
+from portality.models.url_shortener import UrlShortener
 
 import sys
 
diff --git a/portality/models/url_shortener.py b/portality/models/url_shortener.py
new file mode 100644
index 0000000000..fdb0a1b594
--- /dev/null
+++ b/portality/models/url_shortener.py
@@ -0,0 +1,76 @@
+from portality.dao import DomainObject
+
+
+class UrlShortener(DomainObject):
+    """~~UrlShortener:Model->DomainObject:Model~~"""
+    __type__ = "url_shortener"
+
+    def __init__(self, **kwargs):
+        super(UrlShortener, self).__init__(**kwargs)
+
+    @property
+    def url(self):
+        return self.data.get("url")
+
+    @url.setter
+    def url(self, val):
+        self.data["url"] = val
+
+    @property
+    def alias(self):
+        return self.data.get("alias")
+
+    @alias.setter
+    def alias(self, val):
+        self.data["alias"] = val
+
+
+class UrlQuery:
+    def __init__(self, alias: str):
+        self.alias = alias
+
+    def query(self):
+        return {
+            'query': {
+                'bool': {
+                    'must': [
+                        {'term': {'alias.exact': self.alias}}
+                    ]
+                }
+            },
+            '_source': ['url'],
+        }
+
+
+class AliasQuery:
+    def __init__(self, url: str):
+        self.url = url
+
+    def query(self):
+        return {
+            'query': {
+                'bool': {
+                    'must': [
+                        {'term': {'url.exact': self.url}}
+                    ]
+                }
+            },
+            '_source': ['alias'],
+        }
+
+
+class CountWithinDaysQuery:
+    def __init__(self, days: int):
+        self.days = days
+
+    def query(self):
+        return {
+            "size": 0,
+            "query": {
+                "range": {
+                    "created_date": {
+                        "gte": f"now-{self.days}d",
+                    }
+                }
+            }
+        }
diff --git a/portality/settings.py b/portality/settings.py
index 998b6ce68b..b7ae3da0ea 100644
--- a/portality/settings.py
+++ b/portality/settings.py
@@ -17,6 +17,7 @@
 
 HOST = '0.0.0.0'
 DEBUG = False
+DEBUG_DEV_LOG = False  # show all log of each module
 PORT = 5004
 SSL = True
 VALID_ENVIRONMENTS = ['dev', 'test', 'staging', 'production', 'harvester']
@@ -709,6 +710,8 @@
 MAPPINGS['provenance'] = MAPPINGS["account"]    #~~->Provenance:Model~~
 MAPPINGS['preserve'] = MAPPINGS["account"]    #~~->Preservation:Model~~
 MAPPINGS['notification'] = MAPPINGS["account"]    #~~->Notification:Model~~
+MAPPINGS['url_shortener'] = MAPPINGS["account"]    #~~->URLShortener:Model~~
+
 
 #########################################
 # Query Routes
@@ -1267,6 +1270,12 @@
 ANALYTICS_CATEGORY_PUBLICDATADUMP = 'PublicDataDump'
 ANALYTICS_ACTION_PUBLICDATADUMP = 'Download'
 
+# Plausible for Urlshort
+# ~~->URLShortener:Feature~~
+ANALYTICS_CATEGORY_URLSHORT = 'Urlshort'
+ANALYTICS_ACTION_URLSHORT_ADD = 'Find or create shortener url'
+ANALYTICS_ACTION_URLSHORT_REDIRECT = 'Redirect'
+
 # Plausible for API
 # ~~-> API:Feature~~
 ANALYTICS_CATEGORY_API = 'API Hit'
@@ -1551,3 +1560,17 @@
 
 AUTOCHECK_RESOURCE_ISSN_ORG_TIMEOUT = 10
 AUTOCHECK_RESOURCE_ISSN_ORG_THROTTLE = 1    # seconds between requests
+
+
+
+################################
+# Url Shortener
+# ~~->URLShortener:Feature~~
+
+# URLSHORT_LIMIT* used to limit the number of short URLs (URLSHORT_LIMIT) created
+# by a user within a certain time period (URLSHORT_LIMIT_WITHIN_DAYS)
+URLSHORT_LIMIT_WITHIN_DAYS = 7
+URLSHORT_LIMIT = 50_000
+
+URLSHORT_ALLOWED_SUPERDOMAINS = ['doaj.org']
+URLSHORT_ALIAS_LENGTH = 6
diff --git a/portality/static/js/doaj.fieldrender.edges.js b/portality/static/js/doaj.fieldrender.edges.js
index dc3138e4f8..6f5e44c0e9 100644
--- a/portality/static/js/doaj.fieldrender.edges.js
+++ b/portality/static/js/doaj.fieldrender.edges.js
@@ -1303,7 +1303,6 @@ $.extend(true, doaj, {
 
                 let shorten = "";
                 if (this.component.urlShortener) {
-                    var shortenClass = edges.css_classes(this.namespace, "shorten", this);
                     var shortenButtonClass = edges.css_classes(this.namespace, "shorten-url", this)
                     shorten = '<p><button class="' + shortenButtonClass + '">shorten url</button></p>';
                 }
diff --git a/portality/static/js/doaj.js b/portality/static/js/doaj.js
index 5069903dcd..a8b583f25c 100644
--- a/portality/static/js/doaj.js
+++ b/portality/static/js/doaj.js
@@ -69,29 +69,29 @@ var doaj = {
         doaj.bindMiniSearch();
     },
 
-    // bitlyShortener : function(query, success_callback, error_callback) {
-    //     // ~~-> Bitly:ExternalService ~~
-    //     function callbackWrapper(data) {
-    //         success_callback(data.url);
-    //     }
-    //
-    //     function errorHandler() {
-    //         alert("Sorry, we're unable to generate short urls at this time");
-    //         error_callback();
-    //     }
-    //
-    //     var page = window.location.protocol + '//' + window.location.host + window.location.pathname;
-    //
-    //     $.ajax({
-    //         type: "POST",
-    //         contentType: "application/json",
-    //         dataType: "jsonp",
-    //         url: "/service/shorten",
-    //         data : JSON.stringify({page: page, query: query}),
-    //         success: callbackWrapper,
-    //         error: errorHandler
-    //     });
-    // },
+    doajUrlShortener : function(query, success_callback, error_callback) {
+        function callbackWrapper(data) {
+            success_callback(data.short_url);
+        }
+
+        function errorHandler() {
+            alert("Sorry, we're unable to generate short urls at this time");
+            error_callback && error_callback();
+        }
+
+        const page = `${window.location.protocol}//${window.location.host}${window.location.pathname}`;
+        const url = `${page}?source=${encodeURIComponent(JSON.stringify(query))}`;
+
+        $.ajax({
+            type: "POST",
+            contentType: "application/json",
+            url: "/service/shorten",
+            data : JSON.stringify({url: url}),
+            success: callbackWrapper,
+            error: errorHandler
+        });
+
+    },
 
     journal_toc_id : function(journal) {
         // if e-issn is available, use that
diff --git a/portality/static/js/edges/public.article.edge.js b/portality/static/js/edges/public.article.edge.js
index b520a5c474..06ffb46652 100644
--- a/portality/static/js/edges/public.article.edge.js
+++ b/portality/static/js/edges/public.article.edge.js
@@ -139,7 +139,7 @@ $.extend(true, doaj, {
                 edges.newFullSearchController({
                     id: "share_embed",
                     category: "controller",
-                    // urlShortener : doaj.bitlyShortener,
+                    urlShortener : doaj.doajUrlShortener,
                     embedSnippet : doaj.publicSearch.embedSnippet,
                     renderer: doaj.renderers.newShareEmbedRenderer({
                         shareLinkText: '<span data-feather="share-2" aria-hidden="true"></span> Share or embed'
diff --git a/portality/static/js/edges/public.journal.edge.js b/portality/static/js/edges/public.journal.edge.js
index 8904e50dfb..60c1d124d0 100644
--- a/portality/static/js/edges/public.journal.edge.js
+++ b/portality/static/js/edges/public.journal.edge.js
@@ -224,7 +224,7 @@ $.extend(true, doaj, {
                 edges.newFullSearchController({
                     id: "share_embed",
                     category: "controller",
-                    // urlShortener : doaj.bitlyShortener,
+                    urlShortener : doaj.doajUrlShortener,
                     embedSnippet : doaj.publicSearch.embedSnippet,
                     renderer: doaj.renderers.newShareEmbedRenderer({
                         shareLinkText: '<span data-feather="share-2" aria-hidden="true"></span> Share or embed'
diff --git a/portality/static/vendor/edges b/portality/static/vendor/edges
index 990f422016..268a7568b1 160000
--- a/portality/static/vendor/edges
+++ b/portality/static/vendor/edges
@@ -1 +1 @@
-Subproject commit 990f4220163a3e18880f0bdc3ad5c80d234d22dd
+Subproject commit 268a7568b1895a511095b6a3477e63126ba2065e
diff --git a/portality/view/doaj.py b/portality/view/doaj.py
index a10217534c..0cdad7c526 100644
--- a/portality/view/doaj.py
+++ b/portality/view/doaj.py
@@ -12,6 +12,7 @@
 from portality import dao
 from portality import models
 from portality import store
+from portality.bll import DOAJ
 from portality.core import app
 from portality.decorators import ssl_required, api_key_required
 from portality.forms.application_forms import JournalFormFactory
@@ -43,7 +44,8 @@ def cookie_consent():
     else:
         resp = make_response()
     # set a cookie that lasts for one year
-    resp.set_cookie(app.config.get("CONSENT_COOKIE_KEY"), Messages.CONSENT_COOKIE_VALUE, max_age=31536000, samesite=None, secure=True)
+    resp.set_cookie(app.config.get("CONSENT_COOKIE_KEY"), Messages.CONSENT_COOKIE_VALUE, max_age=31536000,
+                    samesite=None, secure=True)
     return resp
 
 
@@ -55,7 +57,8 @@ def dismiss_site_note():
     else:
         resp = make_response()
     # set a cookie that lasts for one year
-    resp.set_cookie(app.config.get("SITE_NOTE_KEY"), app.config.get("SITE_NOTE_COOKIE_VALUE"), max_age=app.config.get("SITE_NOTE_SLEEP"), samesite=None, secure=True)
+    resp.set_cookie(app.config.get("SITE_NOTE_KEY"), app.config.get("SITE_NOTE_COOKIE_VALUE"),
+                    max_age=app.config.get("SITE_NOTE_SLEEP"), samesite=None, secure=True)
     return resp
 
 
@@ -100,7 +103,7 @@ def search():
 def search_post():
     """ Redirect a query from the box on the index page to the search page. """
     if request.form.get('origin') != 'ui':
-        abort(400)                                              # bad request - we must receive searches from our own UI
+        abort(400)  # bad request - we must receive searches from our own UI
 
     ref = request.form.get("ref")
     if ref is None:
@@ -115,14 +118,14 @@ def search_post():
 
     # lhs for journals, rhs for articles
     field_map = {
-        "all" : (None, None),
-        "title" : ("bibjson.title", "bibjson.title"),
-        "abstract" : (None, "bibjson.abstract"),
-        "subject" : ("index.classification", "index.classification"),
-        "author" : (None, "bibjson.author.name"),
-        "issn" : ("index.issn.exact", None),
-        "publisher" : ("bibjson.publisher.name", None),
-        "country" : ("index.country", None)
+        "all": (None, None),
+        "title": ("bibjson.title", "bibjson.title"),
+        "abstract": (None, "bibjson.abstract"),
+        "subject": ("index.classification", "index.classification"),
+        "author": (None, "bibjson.author.name"),
+        "issn": ("index.issn.exact", None),
+        "publisher": ("bibjson.publisher.name", None),
+        "country": ("index.country", None)
     }
     default_field_opts = field_map.get(field, None)
     default_field = None
@@ -143,6 +146,7 @@ def search_post():
 
     return redirect(route + '?source=' + urllib.parse.quote(json.dumps(query)) + "&ref=" + urllib.parse.quote(ref))
 
+
 #############################################
 
 # FIXME: this should really live somewhere else more appropirate to who can access it
@@ -151,9 +155,9 @@ def search_post():
 @ssl_required
 def journal_readonly(journal_id):
     if (
-        not current_user.has_role("admin")
-        or not current_user.has_role("editor")
-        or not current_user.has_role("associate_editor")
+            not current_user.has_role("admin")
+            or not current_user.has_role("editor")
+            or not current_user.has_role("associate_editor")
     ):
         abort(401)
 
@@ -234,11 +238,13 @@ def get_from_local_store(container, filename):
 def autocomplete(doc_type, field_name):
     prefix = request.args.get('q', '')
     if not prefix:
-        return jsonify({'suggestions': [{"id": "", "text": "No results found"}]})  # select2 does not understand 400, which is the correct code here...
+        return jsonify({'suggestions': [
+            {"id": "", "text": "No results found"}]})  # select2 does not understand 400, which is the correct code here...
 
     m = models.lookup_model(doc_type)
     if not m:
-        return jsonify({'suggestions': [{"id": "", "text": "No results found"}]})  # select2 does not understand 404, which is the correct code here...
+        return jsonify({'suggestions': [
+            {"id": "", "text": "No results found"}]})  # select2 does not understand 404, which is the correct code here...
 
     size = request.args.get('size', 5)
 
@@ -286,6 +292,7 @@ def find_toc_journal_by_identifier(identifier):
 def is_issn_by_identifier(identifier):
     return len(identifier) == 9
 
+
 def find_correct_redirect_identifier(identifier, bibjson) -> str:
     """
     return None if identifier is correct and no redirect is needed
@@ -326,6 +333,7 @@ def find_correct_redirect_identifier(identifier, bibjson) -> str:
         # let it continue loading if we only have the hex UUID for the journal (no ISSNs)
         # and the user is referring to the toc page via that ID
 
+
 @blueprint.route("/toc/<identifier>")
 def toc(identifier=None):
     """ Table of Contents page for a journal. identifier may be the journal id or an issn """
@@ -338,7 +346,7 @@ def toc(identifier=None):
         return redirect(url_for('doaj.toc', identifier=real_identifier), 301)
     else:
         # now render all that information
-        return render_template('doaj/toc.html', journal=journal, bibjson=bibjson )
+        return render_template('doaj/toc.html', journal=journal, bibjson=bibjson)
 
 
 @blueprint.route("/toc/articles/<identifier>")
@@ -353,11 +361,10 @@ def toc_articles(identifier=None):
     if real_identifier:
         return redirect(url_for('doaj.toc_articles', identifier=real_identifier), 301)
     else:
-        return render_template('doaj/toc_articles.html', journal=journal, bibjson=bibjson )
+        return render_template('doaj/toc_articles.html', journal=journal, bibjson=bibjson)
 
 
-
-#~~->Article:Page~~
+# ~~->Article:Page~~
 @blueprint.route("/article/<identifier>")
 def article_page(identifier=None):
     # identifier must be the article id
@@ -375,7 +382,8 @@ def article_page(identifier=None):
         if len(journals) > 0:
             journal = journals[0]
 
-    return render_template('doaj/article.html', article=article, journal=journal, page={"highlight" : True})
+    return render_template('doaj/article.html', article=article, journal=journal, page={"highlight": True})
+
 
 # Not using this form for now but we might bring it back later
 # @blueprint.route("/contact/", methods=["GET", "POST"])
@@ -518,7 +526,8 @@ def xml():
 
 @blueprint.route("/docs/widgets/")
 def widgets():
-    return render_template("layouts/static_page.html", page_frag="/docs/widgets.html", base_url=app.config.get('BASE_URL'))
+    return render_template("layouts/static_page.html", page_frag="/docs/widgets.html",
+                           base_url=app.config.get('BASE_URL'))
 
 
 @blueprint.route("/docs/public-data-dump/")
@@ -540,10 +549,12 @@ def faq():
 def about():
     return render_template("layouts/static_page.html", page_frag="/about/index.html")
 
+
 @blueprint.route("/at-20/")
 def at_20():
     return render_template("layouts/static_page.html", page_frag="/about/at-20.html")
 
+
 @blueprint.route("/about/ambassadors/")
 def ambassadors():
     return render_template("layouts/static_page.html", page_frag="/about/ambassadors.html")
@@ -640,3 +651,15 @@ def publishers():
 @blueprint.route("/password-reset/")
 def new_password_reset():
     return redirect(url_for('account.forgot'), code=301)
+
+
+@blueprint.route("/sc/<alias>")
+@plausible.pa_event(app.config.get('ANALYTICS_CATEGORY_URLSHORT', 'Urlshort'),
+                    action=app.config.get('ANALYTICS_ACTION_URLSHORT_REDIRECT', 'Redirect'))
+def shortened_url(alias):
+    url = DOAJ.urlshortService().find_url_by_alias(alias)
+    if url:
+        return redirect(url)
+
+    app.logger.debug(f"Shortened URL not found: [{alias}]")
+    abort(404)
diff --git a/portality/view/doajservices.py b/portality/view/doajservices.py
index 48c9c65003..8c94353775 100644
--- a/portality/view/doajservices.py
+++ b/portality/view/doajservices.py
@@ -1,13 +1,17 @@
-import json, urllib.request, urllib.parse, urllib.error, requests
+import json
+from urllib.parse import urlparse
 
 from flask import Blueprint, make_response, request, abort, render_template
 from flask_login import current_user, login_required
 
-from portality.core import app
-from portality.decorators import ssl_required, write_required, restrict_to_role
-from portality.util import jsonp
 from portality import lock, models
 from portality.bll import DOAJ
+from portality.bll.services import urlshort
+from portality.core import app
+from portality.decorators import ssl_required, write_required
+from portality.lib import plausible
+from portality.models.url_shortener import CountWithinDaysQuery
+from portality.util import jsonp
 
 blueprint = Blueprint('doajservices', __name__)
 
@@ -40,7 +44,7 @@ def unlock(object_type, object_id):
         abort(400)
 
     # otherwise, return success
-    resp = make_response(json.dumps({"result" : "success"}))
+    resp = make_response(json.dumps({"result": "success"}))
     resp.mimetype = "application/json"
     return resp
 
@@ -55,47 +59,34 @@ def unlocked():
     return render_template("unlocked.html")
 
 
-# @blueprint.route("/shorten", methods=["POST"])
-# @jsonp
-# def shorten():
-#     # Enable this if you are testing and you want to see the front end work, without working bit.ly credentials
-#     # return make_response(json.dumps({"url" : "testing url"}))
-#     try:
-#         # parse the json
-#         d = json.loads(request.data)
-#         p = d['page']
-#         q = d['query']
-#
-#         # re-serialise the query, and url encode it
-#         source = urllib.parse.quote(json.dumps(q))
-#
-#         # assemble the DOAJ url
-#         doajurl = p + "?source=" + source
-#
-#         # assemble the bitly url.  Note that we re-encode the doajurl to include in the
-#         # query arguments, so by this point it is double-encoded
-#         bitly = app.config.get("BITLY_SHORTENING_API_URL")
-#         bitly_oauth = app.config.get("BITLY_OAUTH_TOKEN")
-#
-#         # Set an Auth Bearer token (Bitly 4.0)
-#         headers = {'Authorization': 'Bearer ' + bitly_oauth}
-#
-#         # Add the long url as a payload
-#         payload = {'long_url': doajurl}
-#
-#         # make the request
-#         resp = requests.post(bitly, headers=headers, data=json.dumps(payload))
-#         shorturl = resp.json().get('link')
-#
-#         if not shorturl:
-#             abort(400)
-#
-#         # make the response
-#         answer = make_response(json.dumps({"url": shorturl}))
-#         answer.mimetype = "application/json"
-#         return answer
-#     except:
-#         abort(400)
+@blueprint.route("/shorten", methods=["POST"])
+@plausible.pa_event(app.config.get('ANALYTICS_CATEGORY_URLSHORT', 'Urlshort'),
+                    action=app.config.get('ANALYTICS_ACTION_URLSHORT_ADD', 'Find or create shortener url'))
+def shorten():
+    """ create shortener url """
+
+    # check if limit reached
+    n_created = models.UrlShortener.hit_count(CountWithinDaysQuery(
+        app.config.get("URLSHORT_LIMIT_WITHIN_DAYS", 7)
+    ).query())
+    n_created_limit = app.config.get("URLSHORT_LIMIT", 100_000)
+    if n_created >= n_created_limit:
+        app.logger.warning(f"Url shortener limit reached: [{n_created=}] >= [{n_created_limit=}]")
+        abort(429)
+
+    url = json.loads(request.data)['url']
+
+    # validate url
+    hostname = urlparse(url).hostname
+    if not any((hostname == d or hostname.endswith(f".{d}"))
+               for d in app.config.get("URLSHORT_ALLOWED_SUPERDOMAINS", [])):
+        app.logger.warning(f"Invalid url shorten request: {url}")
+        abort(400)
+
+    short_url = urlshort.add_url_shortener(url)
+    resp = make_response(json.dumps({"short_url": short_url}))
+    resp.mimetype = "application/json"
+    return resp
 
 
 @blueprint.route("/groupstatus/<group_id>", methods=["GET"])
@@ -107,7 +98,8 @@ def group_status(group_id):
     :param group_id:
     :return:
     """
-    if (not (current_user.has_role("editor") and models.EditorGroup.pull(group_id).editor == current_user.id)) and (not current_user.has_role("admin")):
+    if (not (current_user.has_role("editor") and models.EditorGroup.pull(group_id).editor == current_user.id)) and (
+            not current_user.has_role("admin")):
         abort(404)
     svc = DOAJ.todoService()
     stats = svc.group_stats(group_id)
@@ -126,6 +118,7 @@ def dismiss_autocheck(autocheck_set_id, autocheck_id):
         abort(404)
     return make_response(json.dumps({"status": "success"}))
 
+
 @blueprint.route("/autocheck/undismiss/<autocheck_set_id>/<autocheck_id>", methods=["GET", "POST"])
 @jsonp
 @login_required
@@ -137,4 +130,3 @@ def undismiss_autocheck(autocheck_set_id, autocheck_id):
     if not done:
         abort(404)
     return make_response(json.dumps({"status": "success"}))
-
diff --git a/setup.py b/setup.py
index e7c9268f63..c304d6228e 100644
--- a/setup.py
+++ b/setup.py
@@ -72,6 +72,7 @@
                  "selenium==4.12.0",
                  "combinatrix @ git+https://github.com/CottageLabs/combinatrix.git@740d255f0050d53a20324df41c08981499bb292c#egg=combinatrix",
                  "bs4==0.0.1",   # beautifulsoup for HTML parsing
+                 "cryptography~=42.0", # for ad-hoc https
                  ],
 
         # additional test dependencies for the test-extras target