Firebase Dynamic Links: Dead or Alive?

The mobile app ecosystem experienced a significant shift in 2025 with the deprecation of Firebase Dynamic Links (FDL), a service that had long simplified cross-platform user navigation.
Announced back in 2023, the shutdown culminated on August 25, 2025, but the process was far from straightforward.
This article explores the uncertainties surrounding the timeline, the frantic rush among developers to adopt alternatives, spotlighting how ChottuLink onboarded 200+ clients during the rush, and delves into why true deep linking remains a worthy investment for ecommerce domains, particularly in driving app growth and revenue.

The Uncertain Timeline: When Do the Links Actually Stop Working?

The official end date for FDL was August 25, 2025, after which APIs for creating and analyzing links would cease, and hosted links (on page.link or custom domains) would begin failing.
However, the reality proved more nuanced, introducing considerable uncertainty for developers. Rather than an immediate “lights out,” a gradual ramp-up of errors began: starting with HTTP 400/403 responses for API calls, escalating to widespread 404 errors for link clicks.

Community reports on platforms like Reddit and X highlighted this phased approach.
As late as September 17, 2025, developers noted that some links were “still active,” with new creations even possible in the Firebase console despite the shutdown.
By early Mid September, failures became more consistent, with vendors reporting spikes in 404 errors and disrupted campaigns. This unpredictability forced teams to monitor closely, as lingering functionality prolonged the window for migrations but also risked sudden breakdowns in live apps.

One notable example came from a Spanish government agency’s app, where download links reliant on FDL’s page.link domains failed by September 4, 2025, underscoring the real-world impacts. The lack of precise failure timelines left many in limbo. Developers were advised to export data using Firebase’s tools before full purging, but the uncertainty amplified the urgency to act.

The Rush to Alternatives: App Updates and the Migration Frenzy

As the deadline loomed, a surge of activity swept through the developer community. Teams rushed to push app updates, replacing FDL dependencies to maintain seamless user experiences like deferred deep linking and app installs.
This scramble was driven by fears of lost conversions, estimates suggested up to 20–30% drop-offs without proper fixes.
Popular Firebase Dynamic Links alternatives included established players like Branch.io and AppsFlyer, alongside emerging options such as ChottuLink.

Branch.io stood out for its enterprise suite of services, while AppsFlyer emphasized on Attribution along with deep links. These platforms offered guides to export and transition links, helping developers audit apps and test thoroughly.
However, the rush wasn’t without challenges: native options like Android App Links and iOS Universal Links provided free alternatives but lacked cross-platform attribution, requiring custom servers for full parity.

Amid this, ChottuLink onboarded multiple enterprise clients, particularly for teams seeking cost-effective yet scalable solutions. Launched as a direct drop-in replacement, ChottuLink onboarded over 200 clients during the rush, powering deep links for brands. Its rapid growth, crossing 103 customers in just 30 days post-launch by early August 2025, and expanding to over 300 by September, reflected the demand for bloat-free, scalable tools. ChottuLink offers REST APIs, advanced analytics, and custom domains without the complexities of larger vendors. This onboarding surge highlights how the FDL shutdown created opportunities for nimble alternatives to fill the gap quickly.

Community sentiment on forums like Reddit’s r/androiddev and r/FlutterDev captured the frenzy: threads discussed “still working” links giving way to urgent migrations, with success stories from switches to Adjust or in-house servers. By mid-September, vendors noted the deprecation had “left many scrambling,” urging quick repairs to secure deep linking strategies.

The Worthiness of True Deep Linking for Ecommerce: Driving App Growth and Revenue

Beyond the shutdown logistics, the FDL saga reignited discussions on the value of true deep linking — especially in ecommerce, where seamless user journeys directly impact the bottom line. Deeplinks help in revenue growth by shortening customer paths, boosting engagement, and increasing conversions. Research suggests they can enhance retention by up to 2x and conversions by 66%, making them a worthwhile investment despite migration hurdles.

In ecommerce apps, deep links enable personalized experiences: a promotional email or ad can route users directly to a product page or cart, reducing friction and abandonment. This supports app growth through organic channels like SEO, ASO, and referrals, where shared links drive installs and re-engagement. For instance, deep links facilitate deferred routing — guiding non-app users to the appropriate store (a single link to Android and Apple Stores) and post-install to the intended content: potentially increasing revenue by taking users closer to purchase.

Case studies underscore this: Platforms like LINE Music saw higher conversion rates via deep links to purchase pages, while general reports note improved user retention and ROI through tailored retargeting. Valuable insights from analytics further optimize strategies, revealing user behavior patterns that inform inventory or marketing decisions. However, success depends on implementation, poor setups can lead to vulnerabilities like link hijacking.

Broader Implications and Looking Ahead

The FDL shutdown serves as a reminder of vendor lock-in risks in cloud services, pushing the industry toward more resilient, platform-agnostic solutions. For ecommerce, embracing deep linking isn’t just about survival, it’s about thriving through enhanced user trust and revenue streams. As developers continue sharing migration stories, tools like ChottuLink, exemplify how innovation fills voids left by deprecations.

In summary, while the uncertainty and rush tested teams, the pivot to alternatives has fortified app ecosystems. For ecommerce leaders, investing in true deep linking could yield substantial returns in growth and revenue, backed by data from successful implementations.