Does your app use "deeplinks" to open to specific views if an app is installed on a user's device? If so, it's difficult to be able to test them. Today, a co-worker showed me how to launch the iOS simulator and open the app with one.
xcrun simctl openurl booted https://my-app.test-app.link/1xbTgBUXv0Prod
That's all it takes to open a deeplink from a provider like Branch.io. Now, you can test that your app is working properly and opening to the desired location.
On a real device, you can just tap the link in an email, Slack, Notes, or some other service. Do NOT try to paste the link into Safari. It will simply try to go to your website via that link.