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Clicking on links that people send you can became a negative experience by considering malicious software and hijacked accounts.
Twitter is trying to prevent such bad experiences by checking and sometimes rewriting the in the email notification included links.
Twitter is launching a new service to protect users against phishing and other malicious attacks. By routing all links submitted to twitter through this new service, Twitter is able to prevent the spread of bad links.
This feature works behind the scenes and will not be noticed by you. The only point you can see them when they are shortened to twt.tl within you DMs and notifications.
This attempt of Twitter to make it a much safer environment is in about everybody’s best interests. And also in the interest of marketers who use Twitter for business.
To keep it a clean and trusted place is essential to keep up using twitter for business.
Further sources:
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