Facebook appears to be testing a feature that allows Facebook Pages to promote and link to their app.  It shows up for users on both Android and iOS.

This feature seems to be in a very limited test.  Despite checking many Facebook Pages, we couldn’t find any other examples of sites promoting it.

Here it is in the Android Facebook app:

Here it is for iOS.

It isn’t clear if these are paid – they aren’t labeled as such on Facebook.  But it does seem unusual that Facebook is allowing users to exit the Facebook app for another app, especially if they aren’t being compensated for it in any way.  The Android version is very noticeable, the iOS version not as much.   Both are labelled as “Use App.”

When you click the “Open in App” page, it doesn’t automatically open the App Store, like you’d expect.  Instead it goes to a sales page about why you should download it.

Facebook does not have any documentation on this, although that isn’t unusual for a test.  If you are interested in adding it to your Facebook Page, your best bet is to contact your Facebook rep.

H/T to Kristine Schachinger