Most Companies Unprepared for Google's Eminent Firebase Dynamic Link Shutdown, New Study Finds
MADISON, Wis.--(BUSINESS WIRE)--A new industry survey released today by URLgenius reveals a critical disconnect: while awareness of Google's impending shutdown of Firebase Dynamic Links (FDL) is high, most organizations have yet to finalize a migration plan. With the deprecation scheduled for August 25, 2025, businesses face growing pressure to secure a seamless alternative or risk broken user journeys, campaign failures, and revenue loss.
'Firebase is so embedded in the mobile marketing infrastructure that many teams didn't think it would ever go away,' said Brian Klais, CEO & founder of URLgenius. 'It's a quiet crisis waiting to explode—especially for those running high-stakes campaigns.'
Firebase, used by over 3 million app developers, has long been foundational for mobile linking, analytics, and engagement. FDLs in particular have powered deep linking across mobile campaigns, QR codes, referral programs, and email—playing a pivotal role in driving app traffic and retention.
URLgenius' 2025 App Linking Readiness Report, which surveyed 162 mobile marketing and technical professionals, found:
Awareness Gaps: While 80% of large enterprises (1,000+ employees) are aware of the deprecation, just 63% of small businesses report the same.
Lack of Preparedness: Only 28% of respondents have selected a replacement solution. A majority—64%—are still evaluating options, with just two months to go.
'Firebase has been so embedded in mobile marketing infrastructure that many teams didn't think it would ever go away,' said Brian Klais, CEO & founder of URLgenius. 'It's a quiet crisis waiting to explode—especially for those running high-stakes campaigns on outdated links.'
Additional Insights Reveal What's Driving Linking Strategy Decisions
As the FDL deprecation deadline looms, the study uncovered several key dynamics influencing how organizations are navigating the transition:
Mobile Revenue Dependency Intensifies Concern: Companies that derive more than 60% of revenue from mobile apps were 56% more likely to express high concern about the FDL shutdown's impact.
SDK Fatigue and Technical Risk Are Major Barriers: SDK-based solutions are facing growing skepticism:
78% are concerned about app bloat and technical overhead
75% cite privacy and data security risks
Concerns were highest among Mobile Measurement Platform (MMP) users, who face the most complex implementation landscapes
Simplicity and Pricing Transparency Drive Platform Evaluation: When assessing new deep linking solutions:
These insights point to a growing appetite for SDK-free, low-friction solutions that reduce risk while fostering growth and performance.
URLgenius Offers a Seamless, SDK-Free Transition
SDK-free solutions like URLgenius are emerging as attractive alternatives. Clients report fast, low-friction onboarding with no code changes required.
As the August 25 deadline looms, organizations need fast, privacy-first alternatives that minimize technical risk. URLgenius provides a no-SDK, enterprise-ready solution aligned with modern privacy expectations and campaign performance goals. To help accelerate a risk-free transition, URLgenius is offering the first month free for organizations that sign up by the migration deadline with a 13-month agreement or longer.
To help teams prioritize and plan their migration, URLgenius has published a FDL Migration Checklist —a practical tool to guide cross-functional teams through audits, risk scoring, and coordination before FDL links go dark.
To access the full survey, click here.
About the 2025 Mobile App Linking Readiness Report: The report is based on a survey conducted by URLgenius between May 30 and June 9, 2025, involving 162 respondents in marketing, product, and engineering roles across mobile-first organizations. The study explores the industry's preparedness for the deprecation of Google's Firebase Dynamic Links and highlights shifting priorities around deep linking, data privacy, and app architecture.
About URLgenius: URLgenius is the premier, patent-protected global app-linking platform that empowers marketers and creators of all sizes to create fluid app-to-app linking experiences to enhance engagement, conversions, and affiliate commissions.
Having facilitated over $5 billion in e-commerce sales in 2024 alone and ranking No.184 in the 2024 Inc. 5000 fastest-growing software companies, URLgenius is renowned for its innovative approach that foregoes the need for SDKs, URLgenius offers unparalleled reliability, speed, and flexibility, all while prioritizing privacy.
Favored by leading content creators, agencies, and brands worldwide, URLgenius reduces friction for the end user when linking to apps and websites from social media, and digital and traditional advertising. Receiving Best Influencer Marketing Technology at the Global Influencer Marketing Awards, URLgenius was also a Top 30 Influencer Technologies recipient for our cutting-edge platform and tools revolutionizing the influencer marketing landscape. Connect with us as we continue to evolve alongside the influencer ecosystem with even more groundbreaking solutions on URLgenius.com, learn best practices on our blog, and follow us on LinkedIn.
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Nasdaq® and The Growth Strength™ Index ("the Nasdaq Indexes") are registered trademarks and service marks of Nasdaq, Inc. (together with its affiliates hereinafter referred to as the "Corporations") and are licensed for use by First Trust. The funds have not been passed on by the Corporations as to their legality or suitability. The funds are not issued, endorsed, sold or promoted by the Corporations. THE CORPORATIONS MAKE NO WARRANTIES AND BEAR NO LIABILITY WITH RESPECT TO THE FUNDS. Definitions: An option is a contractual obligation between a buyer and a seller. There are two types of options known as 'calls' and 'puts.' The buyer of a call option has the right, but not the obligation, to purchase an agreed upon quantity of an underlying asset from the writer (seller) of the option at a predetermined price (the strike price) within a certain window of time (until the option's expiration), creating a long position. A put option is the opposite of a call option and gives the buyer the right to sell to the writer (seller) the underlying asset at the strike price until the option's expiration. If the strike price is reached, the buyer has the right to exercise the option. For this right, the buyer pays a fee to the seller, called a premium. The S&P 500® Index is an unmanaged index of 500 companies used to measure large-cap U.S. stock market performance. The Growth StrengthTM Index seeks to provide exposure to well-capitalized companies with strong market positions. The companies are screened for strong balance sheets, a high degree of liquidity, the ability to generate earnings and cash flow growth and a record of financial strength and profit growth. The Index is composed of 50 securities selected objectively based on cash on hand, debt ratios and revenue and cash flow growth. An option is a contractual obligation between a buyer and a seller. 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- Business Wire
Qualified Unveils Piper for Slack, Enabling Real-Time Human and Agent Collaboration for B2B Sales and Marketing Teams
SAN FRANCISCO--(BUSINESS WIRE)-- Qualified, the leader in agentic marketing, today announced the launch of Piper for Slack, a breakthrough integration that brings its industry-leading AI SDR agent directly into the world's most popular productivity platform. The fact that I can now talk to Piper in Slack like one of my colleagues and get immediate insight into meetings she's booked, prospect details, and pipeline generated is truly remarkable. She's a powerhouse teammate I rely on daily. Share As AI-powered sales agents rapidly become essential to B2B go-to-market teams, seamless integration with Slack is now a critical requirement for maximizing productivity and collaboration. Piper for Slack delivers on this demand, enabling real-time, two-way conversations between human teams and AI, and setting a new standard for transparency and trust in the agentic marketing era. "We're squarely in the era of agentic marketing, where teams are hiring AI agents to autonomously generate pipeline," says Kraig Swensrud, Founder and CEO for Qualified. "Now that Piper is in Slack, she can carry out the promise of a truly autonomous, collaborative AI SDR agent. Piper for Slack represents the future of human and agent teamwork." Bridging the Trust Gap in AI Adoption While AI SDR agents offer the promise of autonomous pipeline generation, many businesses remain cautious due to a lack of transparency and collaboration—often referred to as the 'black box' problem. According to recent industry data, 40% of businesses that have not yet adopted AI cite a lack of trust as a primary barrier. Piper for Slack addresses this challenge head-on by making AI actions visible and interactive, fostering an open, real-time dialogue that empowers teams to embrace AI as a true teammate. Piper for Slack: Where Work Happens Piper for Slack enables sales and marketing teams to collaborate with their AI SDR agent directly within Slack, the platform where they already spend much of their day. Teams can receive proactive alerts, ask questions, strategize, and monitor Piper's performance—all without leaving their primary workspace. 'The fact that I can now talk to Piper in Slack like one of my colleagues and get immediate insight into meetings she's booked, prospect details, and pipeline generated is truly remarkable. She's a powerhouse teammate I rely on daily,' says Melanie Nelson, CMO at Rightsline. A Teammate for the Entire Go-to-Market Organization Piper for Slack transforms Piper from a background tool into a responsive, interactive teammate available 24/7 across the go-to-market organization. For Sales Teams: Sales teams can accelerate the path to 'closed-won' as Piper proactively alerts reps to notable events, such as meetings booked or website conversations with priority accounts. Piper also responds to ad hoc requests for insights—like '@Piper give me the rundown on the Brex account before my 2PM call' or '@Piper show me contacts at my target accounts who have visited our pricing page this week.' For Marketing Teams: Marketers gain full visibility into Piper's performance, with instant access to data and analytics. They can simply ask, '@Piper, how much pipeline did you generate this week?' or '@Piper, how many emails did you send that resulted in meetings booked?' and receive answers in seconds, enabling data-driven optimization of their pipeline engine. Availability Piper for Slack will be available in August 2025 for customers on Qualified Agentic Marketing plans. To learn more, visit Learn more about Piper, the #1 AI SDR agent and Piper for Slack. About Qualified Qualified is the Agentic Marketing Platform with the world's #1 leading AI SDR agent, Piper. Marketing teams trust Piper to autonomously drive inbound pipeline at scale, delivering real-time engagement and conversion. Trusted by top brands such as Asana, Box, Brex, Clari, GE Healthcare, Grubhub, Lattice, Outreach, and more, Qualified is redefining how companies generate pipeline in the age of AI. Rated as the #1 AI SDR Agent on the G2 Leader Quadrant, with over 1,500 five-star reviews on G2 and the Salesforce AppExchange, Qualified is the trusted agentic marketing solution for B2B companies looking to maximize efficiency and pipeline generation. For more information, visit
