Branch.io — Competitor Profile
Category: Mobile Linking Platform (MLP) + Mobile Measurement Partner (MMP)
Website: branch.io
Founded: 2014 | HQ: San Francisco, CA
Funding: $500M+ raised (Series F)
Status: Active, market leader in deep linking
Positioning
Branch is the dominant player in deep linking, combining a best-in-class Mobile Linking Platform with cross-channel attribution (MMP capabilities). It targets enterprises running paid user acquisition (UA) across multiple ad networks. Deep linking is the core product; attribution, fraud detection, and audience analytics are layered on top as an enterprise bundle.
Features
Deep Linking & Link Management
| Feature | Details |
|---|
| Standard Deep Links | Universal Links (iOS) + App Links (Android) |
| Deferred Deep Links | Full support — preserves context across app install |
| Custom Branded Domains | Use your own domain (e.g., go.brand.com) |
| Link Analytics | Clicks, installs, opens, device/platform breakdown |
| QR Code Generation | Auto-generated per link |
| Social Preview (OG Tags) | Customizable link previews for social sharing |
| Journeys (Web-to-App Banners) | Smart interstitials that route web users to app or store |
| Bulk Link Creation | Via REST API |
| Link Level Attribution | Per-link install and conversion tracking |
Attribution (Paid Plans)
| Feature | Details |
|---|
| Cross-Platform Attribution | Web, email, paid ads, organic |
| Ad Network Integrations | 1,000+ partner integrations (Meta, Google, TikTok, etc.) |
| SKAdNetwork (SKAN) Support | Full support + advanced SKAN modeling (Enterprise) |
| CTV/OTT Attribution | Connected TV measurement (Enterprise only) |
| Click-Through Attribution | Last-click model (standard) |
| Multi-Touch Attribution | Available on paid tiers |
| LTV & Retention Analytics | Track lifetime value and cohort retention |
Fraud Prevention
| Feature | Details |
|---|
| Fraud Detection | Built-in click fraud and install fraud filtering (Essentials+) |
| Custom Validation Rules | Configurable targeting validation rules |
| Feature | Details |
|---|
| SDK Platforms | iOS, Android, Flutter, React Native, Unity, Cordova, Web |
| REST API | Full API for link creation, management, analytics |
| Webhooks | Real-time event notifications |
| Partner API | Integration with 1,000+ ad networks |
| Data Export | Aggregated data report export (Essentials+) |
| Cohort Analytics API | Programmatic cohort queries (Essentials+) |
Pricing & Plans
Branch does not publish pricing. All paid plans require a sales conversation. Below is the best available data compiled from third-party sources (Vendr, LinklyHQ, ChottuLink analysis) as of July 2026.
Free Tier
| Quota / Feature | Limit |
|---|
| MAU | ~10,000 (capped; exact number varies) |
| Deep Linking | ✅ Full (Universal Links, App Links, Deferred) |
| Link Creation | ✅ Included |
| QR Codes | Up to ~200 |
| Attribution | Basic click + install tracking only |
| Cross-Channel Ad Attribution | ❌ Paid tiers only |
| Fraud Detection | ❌ Paid tiers only |
| Support | Self-serve / docs only |
| Price | $0/month |
Key detail: The free tier is a proof-of-concept ceiling, not a scalable plan. Crossing the MAU threshold triggers a sales conversation, not an automatic upgrade with a fixed price.
Basics (Paid Entry)
| Quota / Feature | Details |
|---|
| MAU | Higher cap (exact limit negotiated) |
| Deep Linking | ✅ Full |
| Mobile Attribution | ✅ Real-time measurement + reporting |
| Cross-Platform Attribution | ✅ Web + mobile |
| Lookback Windows | ✅ Configurable |
| Targeting Validation | ✅ Configurable rules |
| Support | Self-serve |
| Price | ~$199–$500/month (estimated floor) |
Essentials
| Quota / Feature | Details |
|---|
| MAU | Higher cap |
| All Basics features | ✅ |
| Fraud Detection & Reporting | ✅ |
| LTV & Retention Analytics | ✅ |
| Cohort & Retention Reports | ✅ |
| SKAdNetwork Clarity | ✅ |
| Unlimited Partner Integrations | ✅ |
| Data Export | ✅ Aggregated report export |
| Cohort Analytics API | ✅ |
| Support | Self-serve |
| Price | ~$500–$2,000/month (estimated) |
Enterprise
| Quota / Feature | Details |
|---|
| MAU | Custom (unlimited effectively) |
| All Essentials features | ✅ |
| CTV/OTT Attribution | ✅ |
| Predictive LTV | ✅ |
| Advanced SKAN Modeling | ✅ |
| Multi-Touch Attribution | ✅ |
| Full Conversion Path Visualization | ✅ |
| Custom APIs | ✅ |
| Support | Dedicated CSM + onboarding |
| Price | $5,000–$15,000+/month (annual contract typical) |
Hidden / Opaque Costs
| Cost | Details |
|---|
| Implementation / Onboarding Fee | One-time fee for some contract tiers (especially FDL migrations) |
| Annual Commitment | Enterprise billed annually; less flexibility if MAU drops mid-contract |
| MAU Overage / True-Up | Exceeding contracted volume triggers overage at renewal |
| CSM / Priority Support | Reserved for higher tiers; not default |
| Minimum Annual Spend | Vendr reports ~$146,864/year for enterprise deals |
Pricing at Specific MAU Volumes
Based on ChottuLink's comparison analysis (July 2026):
| MAU | Estimated Monthly Cost |
|---|
| 10K | $0 (Free tier) |
| 25K | ~$75/month (beginning of paid) |
| 50K | ~$200–$350/month |
| 100K | ~$500–$700/month |
| 150K | ~$700/month |
| 500K+ | Custom (likely $2,000+/month) |
Strengths
- Best-in-class deep linking — the gold standard for Universal Links, App Links, and deferred linking
- Massive partner ecosystem — 1,000+ ad network integrations
- Journeys (Web-to-App) — unique and powerful smart banner product
- Brand recognition — most widely adopted deep linking platform; trusted by large enterprises
- Full MMP suite — attribution + fraud + analytics in one platform if you need all of it
Weaknesses
- No transparent pricing — must talk to sales; barrier for small teams
- Enterprise-priced bundle — ~$500/month floor includes attribution features even if you only need deep linking
- Steep free-to-paid jump — free tier is intentionally limited; no smooth self-serve upgrade path
- Complex for deep-linking-only use case — heavy MMP platform for teams that just need routing
- Potential overage surprises — MAU true-up at contract renewal
How It Compares to OptoLink
| Dimension | Branch.io | OptoLink |
|---|
| Core Focus | Deep linking + enterprise attribution | Deep linking + click tracking + billing |
| Deep Linking Quality | Best-in-class | Targeting best-in-class |
| Attribution | Full MMP (cross-channel paid UA) | Link-level attribution (not MMP) |
| Pricing Model | Enterprise-contracted, opaque | Self-serve, transparent tiers |
| Target Market | Enterprise with $10K+/mo ad spend | Mid-market SaaS; developers; indie apps |
| Flutter SDK | ✅ | ✅ (planned) |
| REST API | ✅ | ✅ |
| Free Tier | Limited (~10K MAU, attribution stripped) | TBD |
Sources
Profile created: 2026-07-30 | See glossary.md for term definitions