If you are an iPhone user sharing your phone number with another iPhone, you may run into this issue.

In iOS version 10.2 (released in December 2016), Apple changed how URL formatting occurs when mobile device users send messages to one another.

In some circumstances, when you send a Share Message to a new Tapper (i.e., the end user of your app) from an iPhone, the message they receive from you will have an app link that isn't hyperlinked. In other words, they will not be able to click to open and install your app when they first receive the Share Message.