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Branch.io is a powerful mobile measurement platform, but its entry tier starts near $199/mo and its real deep linking needs an SDK. If you only need store routing, you are paying for attribution infrastructure you are not using.
What Branch does
Branch gives you Universal Links, App Links, deferred deep linking, and cross-channel install attribution. That is the right tool when you are running paid campaigns and need to measure installs and ROAS.
Its pricing starts around $199/mo (Activation Basics) and steps up for Engagement and enterprise contracts. Setup involves an SDK integrating into your app.
What most teams actually need
If you are an app marketer or indie developer who just wants a short link that sends iPhone to the App Store and Android to Google Play, you do not need an MMP.
AnyLinks does store routing from a short URL and a QR code. You add nothing to your app. Clicks are recorded by device, plus country and campaign tags on Pro.
We never show an ad before the redirect, on Free or Pro. If you hit your monthly click cap we pause the link instead of inserting an ad page.
The honest comparison
Store routing, QR, click counts. No SDK to install. No per-MAU pricing. Free tier and a transparent $29/mo Pro plan.
We do not claim to replace Branch for full attribution or deferred deep linking. Pick Branch when you need an MMP; pick AnyLinks when you need a store link that just works.