Twitter will no longer redirect users to Google AMP pages

Twitter will no longer redirect mobile users who click on a link to the AMP version of a website. The platform says it is phasing out support for AMP and plans to stop it in the current quarter. AMP is a project by Google that has been criticized.

Who to the support page about Twitter’s AMP implementation will see a notification at the top that Twitter is dropping the feature this quarter. A reason is not given; it is also not clear since when this message is displayed. On October 21, the report was not yet in the picture, it turns out from the Wayback Machine. Search Engine Land says it has seen less AMP traffic via Twitter since August and has not seen any traffic since this month.

AMP stands for Accelerated Mobile Pages and is a project by Google that allows sites to load faster by showing a simplified version. By default, when sharing a link in Twitter, mobile users were sent to the AMP version of a website, if any. The pages are on Google’s servers and contain, for example, news articles from sites.

The mobile pages have been criticized in the past; for example, some media outlets said they were getting less ad revenue from AMP pages five years ago. At the time, Google said that media did not make good use of the advertising opportunities. Since 2019, URLs of AMP pages are also hidden, so that the user does not always realize that the page comes from Google instead of, for example, a news site. Previously, a mobile AMP page was a requirement to be able to end up within Google’s Top Stories, but since this year this is no longer necessary. Google says it will continue to support AMP.