Short answer: The biggest MMP pricing change of 2026 is AppsFlyer's free Zero plan cut on 15 September 2026, which removed branded link domains, user invites and raw data exports. It followed a three-month deep linking trial from 13 May. The 2025 backdrop is the Firebase Dynamic Links shutdown and a run of Meta integration updates from Branch, Airbridge and Tenjin.
What counts as an MMP pricing change?
An MMP pricing change is any dated, sourced change to what a mobile measurement partner charges or includes, covering rates, free allowances, plan features and shutdowns.
This roundup only lists changes with a primary or reliable source. Each one has its own entry in the change log with a before and after table and a link to the vendor's notice. Price tracking on this site began in October 2026, so earlier entries are reconstructed from vendor announcements rather than observed live.
The timeline at a glance
| Date | Vendor | Type | What changed |
|---|---|---|---|
| 15 Sep 2026 | AppsFlyer | Plan cut | Free Zero plan loses branded domains, user invites and raw data exports |
| 13 May 2026 | AppsFlyer | Trial | Zero accounts get three months of Deep Linking Advanced |
| 25 Aug 2025 | Firebase | Shutdown | Dynamic Links stop routing users |
| 19 Jun 2025 | Airbridge | Integration | Meta Advanced Mobile Measurement relaunched |
| 17 Jun 2025 | Branch | Integration | Meta Advanced Mobile Measurement added |
| Feb 2025 | Tenjin | Integration | Joins Meta's mobile measurement partner programme |
What changed on AppsFlyer's free plan in 2026?
On 15 September 2026, AppsFlyer's free Zero accounts that had not upgraded lost branded link domains, user invites and raw data exports, and existing bulk links and smart banners became read-only. Deferred deep linking is now listed only on AppsFlyer's paid deep linking tiers, from Standard upwards.
Before and after:
- Branded link domains: included, then revoked. AppsFlyer's notice warns this "may result in inactive links".
- User invites: included, then revoked.
- Raw data exports: included, then removed.
- Bulk links and smart banners: editable, then read-only. Existing configurations keep running.
Who it affects:
- Apps that used Zero for deep linking on a branded domain.
- Teams that shared one free account across several people.
- Anyone relying on raw exports from the free plan.
The full entry is on the AppsFlyer Zero plan cut page.
The May 2026 trial that came first
On 13 May 2026, Zero accounts received a three-month trial of Deep Linking Advanced, AppsFlyer's paid tier covering smart banners, branded domains and bulk links. Accounts that did not upgrade moved to the reduced Zero plan on 15 September.
- What it did: gave free accounts a preview of paid deep linking features.
- What it meant in practice: a window of roughly four months to decide whether to upgrade, migrate or accept the reduced plan.
The 2025 backdrop
Three kinds of change shaped the market before 2026.
The Firebase shutdown. Google switched off Firebase Dynamic Links on 25 August 2025. Links on page.link domains stopped routing users and deferred deep linking through Firebase ended. Apps that had used custom domains could repoint them; page.link links could not be saved. Several MMPs now include deep linking on free or entry plans; see the free deep linking comparison.
Meta measurement updates. Three vendors extended their Meta support:
- Tenjin joined Meta's mobile measurement partner programme in February 2025, giving its customers Meta attribution through an official partnership.
- Branch began supporting Meta's Advanced Mobile Measurement (AMM) on 17 June 2025.
- Airbridge relaunched Meta AMM support on 19 June 2025.
These are integration changes rather than price changes, but they change what you get for the same plan.
What did not change, as far as the record shows
No dated pricing change was found for Adjust, Singular, Kochava or AppMetrica in 2025 or 2026. A few launch dates remain unverified:
- When Singular's 15k free paid conversions and $0.05 Growth rate began.
- When Airbridge moved Core to per data point pricing.
- When Branch replaced its older public self-serve plans with the current quote-only tiers.
Missing dates are not the same as stable prices. They mean no primary source confirmed a date.
What should you do after a plan change?
Check which features you rely on, export your data while you still can, and compare your current volume against two or three published rate cards before you decide whether to stay.
- Audit your links. Note which sit on branded or vendor-owned domains.
- Export history. Pull raw data before an export feature is removed.
- Compare prices. Use the price index to see each vendor's current entry plan.
Where Linkrunner fits: Best for teams leaving a reduced free plan who need deferred deep linking, exports and shared access without moving to a contract. Linkrunner's free plan includes 25k one-time attributed installs with deep linking and unlimited seats, then bills postpaid per install.
If the AppsFlyer change affects your links, compare the Linkrunner OneLink alternative page with the other options on the price index.
FAQ
Did AppsFlyer raise its Growth plan price in 2026? No dated change to the $0.070 per conversion Growth rate was found. The 2026 change applied to the free Zero plan's features, not to the paid rate.
Will my AppsFlyer links stop working? Links on revoked branded domains may go inactive, according to AppsFlyer's own notice. Links on other domains and existing bulk link configurations keep running but can no longer be edited on Zero.
Is Firebase Dynamic Links coming back? No. Google shut it down on 25 August 2025, and page.link links no longer route users, so apps need another deep linking provider.
Why are integration updates in a pricing log? They change what a plan delivers without changing its price. Meta AMM support, for example, affects how granular your Meta campaign data is on the same bill.
How do I get alerted to the next change? Subscribe to the RSS alerts. Every new change-log entry is published to the feed with its date and source.