Google confirms the end of Instant Apps: why brands must go full app

Google has confirmed that its Android Instant Apps feature, launched in 2017, will be discontinued in December 2025. At the time, it was a small revolution: without installing the app, users could instantly access a service via a link, with only essential content downloaded — the rest waiting for a later install.

But due to low adoption and weak user engagement, Google has decided to shift its focus. Instant Apps never truly took off: too few developers took the time to segment their apps, and users didn’t embrace this ephemeral approach.

In reality, Google came to the same conclusion many brands had already reached: mobile users pick a side. Either they’re ready to commit and download the app, or they stick to the web for quick access. There’s no in-between. The hybrid experience offered by Instant Apps failed to deliver on performance or match real-world usage.

Key takeaway for brands: the full app remains essential

This move is a reminder: having a full, installed, well-designed app is still critical for brands. In Europe, for example, 50% of installed apps are deleted within a month if they don’t provide real value.

Why? Because a downloaded app goes far beyond a one-time visit. It becomes a lasting touchpoint — enabling notifications, user tracking, journey optimization, and a true relationship with the user.

A European mobile context that favors apps

In Europe, where mobile adoption is high and most smartphone time is spent in apps (87% of daily mobile time, on average), this choice is strategic. A solid mobile app strengthens loyalty, engagement, and long-term visibility.

In every industry — from retail, services, finance, transport, media to healthcare — a mobile app can play a central role in digital transformation.

It enables brands to:

• Deliver a smooth, fast experience tailored to each user via real-time personalization

• Offer continuous access, even offline, for critical services or content

• Automate repetitive tasks (bookings, payments, sign-ups), reducing operational load

• Gather usage data to refine offers, improve journeys, and better understand needs

• Build a consistent ecosystem where users find everything they need in one place

A mobile app isn’t just a supporting tool — it’s a strategic channel for communication, loyalty, and growth.

With the end of Instant Apps, Google is sending a clear message: discovery alone is no longer enough. What matters is ongoing usage, perceived value, and staying installed. Either the user fully commits — or they stay on a lightweight web version. The middle ground no longer fits.

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