Many mobile apps open external links inside their own built-in browser instead of handing them off to the browser already installed on the phone. As a user, this often means logging in again, dealing with a smaller or less capable viewing area, losing browsing state when the app closes, and missing deep links that should open an installed app. Some links even get stuck behind an authentication page, forcing you to copy the URL and open it manually. What benefits do apps get from this approach, and why is it still so common despite the frustration it causes?
4 Answers
Tracking is another major factor. The app can record which links you open, how long you stay, what you click, and whether you return. That information can improve ad targeting or simply give the company more control over the entire session.
A lot of users genuinely complained when links opened in their regular browser because the phone switched apps and they had to find their way back. Built-in browsers avoid that interruption and make it easy to return to the original app once you are finished.
The biggest reason is convenience and retention. A built-in browser keeps you inside the app instead of switching you to another one, which makes the overall experience feel more self-contained. Companies also get a consistent interface and can measure what happens after someone taps a link. It may be annoying for power users, but many people dislike being bounced between apps even more.
That probably explains why product teams keep accepting the complaints: the retention and engagement numbers may look better even when the experience feels worse.
The downside is that these pages often do not behave like a normal browser session. They may not appear in browser history or autocomplete, lose their state when the app is closed, require separate logins, and interfere with links meant to open another installed app. So the design is convenient for app continuity, but frustrating when you want normal browsing.
That makes sense for quick one-off links, but it would be much better if there were a clear “open in default browser” option that preserved the choice for people who need full browser features.