Twitter opens links in AMP on iOS, Android, Marketing & Advertising News, ET BrandEquity

Twitter stops opening links in AMP on iOS and Android.

According to a support site, the microblogging site Twitter has quietly withdrawn its support for Accelerated Mobile Pages (AMP) on mobile devices.

The support page originally described how Twitter automatically redirected users of its mobile apps to the AMP version of a page via links posted on the social network, reports The Verge.

However, sometime since October 21, Twitter has updated the page to announce that the feature will be retired through the end of the year, the report said.

According to data from Search Engine Land, that retirement process appears to have been completed earlier this month.

Now, trying to visit a page on Twitter seems to take users straight to the normal web page, and not to a possibly available AMP version.

Although Twitter notes that AMP enables “fast-loading, beautiful, and powerful mobile web experiences”, the technology has remained controversial since it was first introduced by Google in 2015.

Much of the controversy centered around Google’s perceived control of the project, with some critics claiming that this boiled down to Google’s attempt to strengthen its control over the open web.

But it also has more fundamental user interface issues for a platform like Twitter because it can mess with URLs if pages look like they are from Google regardless of the website that created them.

According to the report, this is an annoying situation which has resulted in the creation of browser extensions that automatically redirect AMP pages to the original article url to avoid confusion.

The Twitter support document does not give a reason for the policy change.

The company’s move follows a policy change by Google itself in May 2020 when it announced that news sites would no longer have to offer AMP versions of their pages in order to appear in the Top Stories section of its search engine.

The move was a long time coming after a Google initiative was launched in May 2018 to take the company’s findings from AMP and convert its functions into general web standards.

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