Mobile app distribution platforms compared: which one to use

An app distribution platform is any service that gets your app from your build machine onto someone's phone. There are five main options: the public app stores (App Store and Google Play), Apple's TestFlight, Firebase App Distribution, enterprise distribution programs, and install link services that turn an .ipa or .apk into a link and QR code.

Which one you need depends on who will install the app. If it's the public, you need an app store. If it's testers, clients or your own team, any of the other four can work, and the right choice comes down to which platforms you ship on, how many people need the build, and how much setup you are willing to do. The rest of this guide goes through each option and ends with a comparison table.

The five main ways to distribute a mobile app

1. App stores (App Store and Google Play)

This is the only route to the general public. You join Apple's developer program and Google Play's developer program, prepare a store listing, and submit each version for review.

What you get:

• Reach to anyone with a phone
• Automatic updates for users
• Payments, ratings and search

What it costs you:

• An Apple membership fee and a Google Play registration fee (check both vendors' current pricing pages)
• A review step for every release, so a build is not live the moment you upload it
• Store listing work: screenshots, descriptions and privacy details in every language you support

Google Play also has internal, closed and open testing tracks. These let you send builds to testers through the Play Store itself, which is useful once your app is close to release.

If you are getting ready for review, a checklist saves rejected submissions. The App Store submission checklist walks through what Apple asks for.

2. TestFlight

TestFlight is Apple's own beta testing service. You upload a build to App Store Connect, add testers by email or share a public link, and testers install the build through the TestFlight app.

Good points:

• Free with an Apple developer membership
• Testers don't need their device UDIDs registered
• Builds for external testers go through a beta review, which is lighter than full App Store review

Things to plan for:

• iOS (and other Apple platforms) only. Android testers need something else.
• Testers must install the TestFlight app first.
• Apple sets limits on how many internal and external testers you can have and how long a build stays available. Check Apple's TestFlight documentation for the current numbers.

3. Firebase App Distribution

Firebase App Distribution is Google's tool for sending prerelease builds to testers on both iOS and Android. You upload a build from the console, the command line or a CI plugin, and testers get an email invite.

Good points:

• Covers both platforms in one place
• Fits well if you already use other Firebase services
• Has CI integrations

Things to plan for:

• iOS builds are ad hoc or development builds, so each tester's device must be registered in your Apple provisioning profile before they can install
• Testers usually sign in with a Google account to accept invites
• Google publishes its own limits on testers and build retention, so check the Firebase documentation before you count on a number

We cover the details in Firebase App Distribution limits.

4. Enterprise programs

Enterprise distribution is for apps that only your own organisation's staff will use. On iOS, that is the Apple Developer Enterprise Program, which lets you sign apps for installation on employee devices without the App Store. On Android, companies usually use managed Google Play through a device management system, or simply install APKs on company phones.

Good points:

• No public store listing
• Suited to internal tools used by many employees

Things to plan for:

• Apple's enterprise program has eligibility rules and an annual fee. It is meant for internal employee apps only, not for beta testing with outside users or clients.
• You usually need a device management setup to roll apps out at scale.

5. Install link services

Install link services let you upload an .ipa or .apk and get back a web link (often with a QR code). Testers open the link on their phone and install directly. There's no store review and usually no extra app to install first.

Examples include AppForShare, Diawi, InstallOnAir, AppsOnAir and Appcircle (Appcircle is a broader mobile CI/CD platform that also distributes builds). They differ in file size limits, how long links last, tester management and integrations, so compare them on what you actually need.

Good points:

• Fastest path from build to phone, often seconds
• Works for Android and iOS in one place
• Good for clients, stakeholders and testers who won't install a separate testing app

Things to plan for:

• On iOS, the build still has to be signed correctly. Ad hoc and development builds only install on devices registered in your provisioning profile. Enterprise builds install on any device, within Apple's enterprise rules.
• Free tiers often have file size caps and links that expire

Comparison table

Method	Cost model	Platforms	Tester limits	Review before install
App Store / Google Play	Developer program fees (check each vendor)	iOS / Android, one store each	Public; Play testing tracks have their own rules	Yes, every release
TestFlight	Included with Apple developer membership	Apple platforms only	Capped by Apple; check current docs	Beta review for external testers
Firebase App Distribution	Free tier, check Firebase pricing page	iOS and Android	Set by Google; check current docs. iOS limited to registered devices	No
Enterprise programs	Annual program fee plus device management costs	iOS (Apple program), Android (managed Play)	Your own employees only	No store review
Install link services	Free tiers plus paid plans, varies by vendor	Usually iOS and Android	Varies; iOS limited to registered devices for ad hoc builds	No

Prices and limits for third party tools change often. Treat the table as a map of how each option works, then confirm the numbers on each vendor's own pricing and documentation pages.

How to choose

Ask three questions.

Who is installing?

• The public: app stores.
• Your own employees, at scale: an enterprise program.
• Testers, clients or teammates: TestFlight, Firebase App Distribution or an install link service.

Which platforms do you ship?

• iOS only, with testers happy to use the TestFlight app: TestFlight is hard to beat on cost.
• Android only: Google Play testing tracks or an install link service.
• Both: a tool that covers both, so testers don't juggle two systems.

How fast does it need to be?

If a client needs to see a build in the next ten minutes, a review step or an email invite flow gets in the way. A link they can open on their phone is quicker.

Many teams end up using two or three of these together. A common setup:

1. Install links for daily builds to the internal team and clients
2. TestFlight for wider iOS beta testing
3. The app stores for release

Where AppForShare fits

AppForShare is an install link service for test builds. You upload an .ipa or .apk and get an install link and QR code in seconds. Testers install straight from their phone with no store review and no extra apps.

A few facts that matter when you compare it:

• Cost: Guest uploads need no account, go up to 50 MB and give links that stay live for 3 days. A free account raises that to 150 MB and 7-day links, and adds passwords and version history. Pro is $12 per month or $120 per year with uploads up to 2 GB. A Team plan raises uploads to 4 GB.
• Platforms: iOS ad hoc, development and enterprise builds install over the air. Android builds install as direct APK downloads. If your Flutter or React Native project produces an .aab, you can upload it as it is and testers get an installable APK.
• iOS devices: As with any ad hoc distribution, iPhones must be registered in the provisioning profile.
• Working with TestFlight: You can add your TestFlight public link to a channel, so iPhones open TestFlight while Android phones install the newest APK, all from one QR code. See Beta and Live channels.

If you are comparing install link and CI tools side by side, there are compare pages for Appcircle and AppsOnAir.

Wrap up

Pick your distribution method by audience first and platform second:

• The public gets the app stores.
• Employees get an enterprise program.
• Testers and clients get TestFlight, Firebase App Distribution or an install link.

For iOS, sort out signing and device registration early, because it decides which options will even work. Check current limits and prices on each vendor's own pages before you commit. If you want to try the install link route, you can upload a build on the AppForShare site and see how it works.