A universal link is a URL that directs users to a specific location within a native application on Apple’s operating system. Instead of routing users to a mobile website or requiring them to manually find the application, this mechanism allows a seamless transition from a web page or another application directly into the designated content of the installed application. For example, clicking a product link on a retailer’s website can open the corresponding product page within the retailer’s app, assuming it is installed on the device.
This technology enhances user experience by streamlining access to application content and eliminating unnecessary steps. Its implementation provides measurable benefits for app engagement and retention. Historically, this functionality evolved from custom URL schemes, which presented security vulnerabilities and unreliable routing. The introduction of universal links addressed these limitations by establishing a secure and verifiable connection between a website and its corresponding application.