Glossary/Mobile & App Marketing/Universal Links
Mobile & App Marketing
Universal Links
Apple's standard for iOS links that open directly in the app if installed, or fall back to the website if not.
By Brandon Mina·CEO, BrandPilot AI·Updated November 2026
Short answer
Universal Links are Apple's standard for iOS links that open directly in the corresponding app when it is installed, or fall back to the website when it is not. The developer verifies ownership of the web domain. Universal Links provide seamless deep linking from emails, ads, and web pages without a browser redirect.