Mobile deep links in 2026

Deep linking lets a URL open directly to a specific screen in an installed app instead of just launching the app. Critical for marketing, sharing, and re-engagement.

What's alive in 2026:

• Universal Links (iOS) / App Links (Android). Standard https URL that opens the app if installed, otherwise the website. Configured via apple-app-site-association (iOS) or assetlinks.json (Android).
• Branch.io. Third-party deep link service with attribution and fallback. Popular for mobile marketing teams.
• AppsFlyer OneLink. Similar to Branch, often paired with AppsFlyer attribution.
• Adjust deep links. Same category, attribution-focused.

What's dead or dying:

• Firebase Dynamic Links. Google deprecated in 2025. Migrate to Universal/App Links + own backend if you used these.
• Custom URL schemes (myapp://). Still works but insecure (any app can claim a scheme). Use only for internal app navigation, never for external links.

What still breaks in production:

• iOS in-app browser (Instagram, Facebook, TikTok) intercepts links — they don't always open in Safari to trigger Universal Links.
• Android intent filters conflict — wrong app catches the link.
• App-not-installed fallback to web. Easy to forget.
• Domain ownership verification — change your domain config and links break silently.