Travel & Communications

Airalo migrates from Firebase Dynamic Links to Adjust TrueLink

With FDL deprecation on the horizon, Airalo turned to Adjust TrueLink for a scalable, future-ready deep linking solution.

Reduced link generation volume by ~30%

Improved referral attribution and engagement tracking

Bounce rate from shared links decreased due to more reliable routing and branded links

Background

Airalo is the world’s first and largest travel eSIM platform. With over 20 million users, the Airalo app enables customers to instantly activate eSIM packages in over 200 destinations, avoiding the need for physical SIM cards or the dreaded bill shock from expensive roaming charges. The company’s growth has been supported by a combination of performance marketing and a high-impact referral program, both of which depend on reliable deep linking and attribution infrastructure.

Region

Worldwide

Founded

2019

Vertical

Travel & Communications

The problem

In late 2024, Airalo's growth team learned that their existing deep linking solution, Firebase Dynamic Links (FDL), was being deprecated. This posed an immediate risk to one of their core acquisition channels: the referral program.

Deep links power the entire referral journey, from invite to install to attribution. With over 20 million users and a significant share of new customers coming from referrals, Airalo needed a new solution that could scale, deliver reliably, and maintain the integrity of their user experience.

Beyond the urgency to migrate, the team had additional concerns. Link generation needed to be cost-efficient at scale, compatible across platforms, and tightly integrated with their attribution setup. Any disruption could impact both conversion tracking and the performance of a critical growth engine.

The solution

With a pressing need to migrate from Firebase Dynamic Links and maintain their existing user experience, Airalo turned to Adjust’s TrueLink, a deep linking solution that complemented their existing attribution setup.

Already using Adjust for attribution, Airalo was able to consolidate tools and simplify workflows. TrueLink offered advanced functionality including branded links, link expiration controls, and API-based link generation—capabilities essential for a business operating at Airalo’s scale.

“Given the deprecation of Google’s Firebase Dynamic Links, we needed a tool that would allow us to continue with our existing deep linking process. As we were already working with Adjust for attribution, migrating to TrueLink was the best solution.”

Allan Ma

User Acquisition, Senior Manager, Airalo

The transition process was smooth and collaborative. Adjust’s team provided hands-on support to scope the migration, optimize link generation logic, and ensure minimal disruption to ongoing campaigns. With TrueLink, Airalo was able to replicate their existing functionality and maintain control over when and how links are generated

“Helping customers like Airalo migrate from Firebase to Adjust TrueLink isn’t just about switching tools, it’s about co-creating a smarter, more efficient user journey. At Adjust, we focus on understanding each client’s business logic, technical setup, and goals. With Airalo, this close collaboration allowed us to optimize link generation, reduce costs, and deliver long-term value, together.”

Kirill Shumeykin

Senior Customer Success Manager, Adjust

The result

With Adjust TrueLink fully implemented, Airalo successfully migrated away from Firebase Dynamic Links without disruption to its core referral flows. The onboarding process was smooth, the system is now fully owned in-house, and the team no longer faces uncertainty about the future of their deep linking infrastructure. Beyond stability, the move to TrueLink unlocked tangible improvements in performance, efficiency, and attribution clarity.

Some of the key results seen by Airalo so far include:

  • ~30% reduction in link generation volume: Cutting unnecessary costs without affecting user acquisition
  • Stronger attribution clarity: Connecting referral activity with in-app engagement more reliably
  • Fewer broken or expired links: Thanks to expiry logic and automated regeneration
  • 10% of new users still acquired via referrals: Now with improved tracking and downstream insights

“Switching to Adjust TrueLink gave us peace of mind in the leadup to the Firebase deprecation. We now have full control over our deep linking, stronger attribution, and a more unified data flow, all without disruption.”

Allan Ma

User Acquisition, Senior Manager, Airalo

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