Short answer: OneLink is AppsFlyer's smart link product. One OneLink URL sends each user to the right place: the app if it is installed, the right app store if it is not, or a web page on desktop. It is not the same thing as OneLink.to, an unrelated app store redirect and QR service whose paid plans add some deep linking.
What is OneLink?
OneLink is AppsFlyer's smart link and deep linking product: a single URL that routes each user to the app, the correct app store or a web page depending on their device, and records the click for attribution. It usually runs on a onelink.me subdomain or on a branded domain you own.
Smart link: one URL that detects the device and app state, then sends the user to the right destination instead of a fixed page.
How does a OneLink route users?
A OneLink checks the device that clicked it and whether the app is installed, then routes accordingly. Every click is recorded so the install can be attributed to the campaign that drove it.
- App installed: opens the app, ideally straight to the right screen (deep linking)
- App not installed: sends the user to the App Store or Google Play, then opens the right screen after install (deferred deep linking)
- Desktop: sends the user to a web page or shows a QR code
- Every click: recorded, so the install can be credited to the campaign, influencer or QR code that drove it
That last point is the real purpose. A OneLink is both a router and a tracking link for AppsFlyer's attribution, which is why it needs the AppsFlyer SDK inside the app.
OneLink vs OneLink.to
People mix these up constantly, so here is the difference:
| AppsFlyer OneLink | OneLink.to | |
|---|---|---|
| What it is | Deep linking and attribution product | Simple app store redirect and QR service |
| Deep links into the app | Yes | On paid plans only: Android deferred deep linking from Team, Open in App from Team Plus |
| Install attribution | Yes, through AppsFlyer | Not listed on its pricing page (it reports clicks, countries, referrers and UTM stats) |
| Needs an SDK | Yes | No |
If you only need one link that sends people to the right store, a OneLink.to-style redirect is enough. If you need to know which campaign drove an install, or land users on a specific screen, you need a deep linking platform.
What OneLink costs in 2026
OneLink features are spread across AppsFlyer's free Zero plan and three custom-priced deep linking tiers. Since 15 September 2026, Zero accounts also lost branded domains.
| AppsFlyer tier | What it includes for links | Price |
|---|---|---|
| Zero | Short links, QR codes, web and social to app routing, basic click reporting | Free |
| Standard | Adds deferred deep linking | Custom |
| Advanced | Adds Smart Banners, branded domains and bulk links | Custom |
| Premium | Adds the OneLink API, up to 7.5M requests | Custom |
The practical effect is that deferred deep linking, the feature most referral and influencer flows depend on, is not on the free plan. Attribution on Growth is billed separately at $0.07 per conversion. Read the full breakdown of the Zero plan change and the AppsFlyer pricing guide.
What happens to OneLinks if you switch MMP?
It depends on the domain. Links on your own branded domain can be repointed to a new provider, while links on onelink.me belong to AppsFlyer and stop routing to your new setup once you leave.
- Export a list of every live OneLink and where it is used.
- Check the domain of each one: branded or
onelink.me. - Recreate the links with the same paths on your new provider.
- Repoint your branded domain and test installed and not-installed flows.
- Replace
onelink.melinks in bios, QR codes and emails, starting with the highest-traffic ones.
OneLink alternatives
Most MMPs have their own version of smart links. The main differences are which plan includes deferred deep linking and whether attribution comes in the same SDK.
- Adjust: deferred deep linking is in the shared attribution features, while TrueLink and Smart Banners are paid add-ons for Core and Enterprise clients.
- Branch: prices are not published, and deep linking is not listed as a feature of the entry Basics plan.
- Airbridge: best for small apps that want deferred deep links, short links, QR codes and a web-to-app banner on the Core plan, from $40 a month.
- Kochava: best for apps that also measure connected TV, with SmartLinks (deep links plus QR codes) on its free plan.
- Tenjin: best for indie and hybrid-casual game studios, with deferred deep linking in its all-inclusive feature list.
For more options, see the AppsFlyer alternatives page.
Where Linkrunner fits
Where Linkrunner fits: Best for teams that want OneLink-style links without paying for a separate deep linking tier. Linkrunner makes every link dynamic and deferred on every plan, including Free, runs links on your own branded domain, and attributes the install in the same SDK. Pricing is published from $0.010 per install, with the first 25k installs free.
It also supports QR code deep links and influencer links, which cover most of what teams use OneLink for day to day.
If you are about to rebuild your OneLinks, it is worth comparing a provider that includes deferred deep linking by default, and Linkrunner's OneLink alternative page sets out how the migration works.
FAQ
Is OneLink free? Basic OneLink features (short links, QR codes and basic click reporting) remain on AppsFlyer's free Zero plan. Deferred deep linking and branded domains need a paid, custom-priced deep linking tier.
What is onelink.me? It is the default domain AppsFlyer uses for OneLink URLs, for example yourapp.onelink.me/abc. Links on this domain belong to AppsFlyer rather than to your company.
Can I keep my OneLink URLs if I switch MMP? Links on your own branded domain can be repointed to a new provider. Links on onelink.me belong to AppsFlyer and stop routing to your new setup once you leave.
Is OneLink the same as OneLink.to? No. OneLink is AppsFlyer's deep linking and attribution product, while OneLink.to is an unrelated service that redirects users to the right app store. OneLink.to's paid plans add Android deferred deep linking (Team) and Open in App (Team Plus), but its pricing page lists no install attribution.
Does OneLink work without the AppsFlyer SDK? Deep linking into the app and install attribution both rely on the AppsFlyer SDK inside the app, as with any MMP. Without the SDK, AppsFlyer cannot match a click to the install that followed it.