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WhatsApp's in-app browser for iPhone kills the last link-tracking signal brands could see

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WhatsApp's in-app browser for iPhone kills the last link-tracking signal brands could see

Written by Lucy Hall and reviewed, fact-checked and signed off by a SocialDay editor before publication. Read our editorial standards and corrections policy. Spotted something wrong? Tell the newsroom.

The move from business-only to all links closes the attribution gap that third-party tools were built to fill. For brands sending WhatsApp campaigns, the change removes the one remaining path to match clicks to conversions.

WhatsApp is developing an in-app browser for iPhone that would open any link shared in a chat inside the app, extending a feature that launched for certain business links in May 2025. When enabled, the browser would open any link sent or received in the chat screen without switching to Safari.

The feature is not yet available to beta testers, but references appeared in WhatsApp's latest TestFlight build. A new settings option under Chats will let users choose whether links open inside WhatsApp or in their default browser, with a screen to clear cookies, cache and other browsing data.

This is the convenience angle everyone will report. The attribution angle is what matters.

The business-link version appeared in iOS beta in May 2025, requiring sites to use HTTPS and meet other technical requirements set by WhatsApp. That version kept brands inside a measurable environment. When a customer tapped a link in a WhatsApp campaign, the click opened in Safari or Chrome, where Meta's pixel could fire, UTM parameters could survive, and the referrer header said "WhatsApp".


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