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Why does Zift shorten links in my social posts?

Why does Zift123 shorten my links to a domain that begins with "oal.lu" as shown in this example: 

 

Zift integrates with a service called OneAll. We use this service to provide custom, shortened URLS for social post links and to return stats for clicks on those links. oal.lu is the base domain of that URL shortener.

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