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On iOS a URL scheme needs to be setup usually. (e.g. itms:// links open the iTunes store app). I don't think there's a right way to do this really. Half the time I'm frustrated a link didn't open in the app and the other half I'm frustrated it didn't just open in the browser.

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You're correct, iOS apps can only handle schemes but now whole URLs. On Android, the system can intercept any URL and pass it to the app (http://instagram.com/blahblahblah goes to the Instagram app, for example), which means web URLs can open in apps instead. On iOS, you must use a dedicated scheme, which means links from the web don't play nice with apps.

Opener attempts to fix this by mapping web links to app-specific links.

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