Startups move fast. You're iterating daily, showing builds to investors, sharing with early users, and testing across your team. Traditional enterprise app distribution wasn't designed for this pace.
This guide covers practical approaches to internal app distribution that work for startups—without enterprise costs or complex infrastructure.
The Startup Distribution Challenge
Startups face unique constraints:
- Small budget — Enterprise programs and MDM solutions are expensive
- Rapid iteration — Builds change multiple times per day
- Mixed audiences — Developers, designers, founders, investors, early users
- Minimal IT infrastructure — No dedicated DevOps for distribution
- Both platforms — Usually building iOS and Android simultaneously
The good news: you don't need enterprise tools to solve these problems.
Understanding Your Options
For iOS Distribution
| Method | Cost | Device Limit | Best For |
|---|---|---|---|
| Ad Hoc + OTA | $99/year | 100 per type | Teams <50 people |
| TestFlight (internal) | $99/year | 100 users | Quick team shares |
| TestFlight (external) | $99/year | 10,000 users | Large beta groups |
| Enterprise | $299/year | Unlimited | Large organizations |
For Android Distribution
| Method | Cost | Device Limit | Best For |
|---|---|---|---|
| Direct APK | Free | Unlimited | Any team size |
| Play Console internal | $25 one-time | 100 testers | Pre-launch testing |
| Firebase | Free | Unlimited | Firebase users |
Recommended Setup for Startups
Simple Approach: BetaDrop
BetaDrop handles both iOS and Android distribution with zero infrastructure:
- Upload IPA or APK
- Get shareable install link
- Share with your team
- Testers install instantly
No accounts for testers. No app downloads. No waiting. Works for both platforms from one place.
iOS-Specific Requirements
Get an Apple Developer Account
The standard $99/year account is sufficient. You don't need Enterprise unless you have 100+ employees with iOS devices.
Register Team Devices
Collect device UDIDs from your team. Add them to Apple Developer Portal under Devices. Include them in your Ad Hoc provisioning profile.
Pro tip: Create a shared UDID collection link. When new team members join, they visit the link, you collect their UDID, and add it to the profile.
Export with Ad Hoc Distribution
In Xcode, archive and export with Ad Hoc distribution. This creates an IPA that works with registered devices.
Android-Specific Requirements
Android is simpler—no device registration needed:
- Build your APK (debug for daily work, release for formal testing)
- Upload to distribution platform or share directly
- Team members install by enabling "Unknown sources"
For details, see our guide on sharing Android APK files.
Distribution Workflows for Startups
Daily Development Builds
- Developer finishes feature or fix
- CI builds and uploads to BetaDrop
- Link shared in team Slack channel
- Team installs and tests immediately
Investor/Client Demos
- Create a polished build
- Upload and get install link
- Email link directly to recipient
- They install without any setup
Early User Testing
- Collect device UDIDs from interested users (iOS only)
- Add to provisioning profile, rebuild
- Upload and share exclusive install link
- Users get same-day access to new features
Managing Device Registration (iOS)
The 100-device limit per type (iPhone, iPad, etc.) is per developer account, per year. Here's how to manage it efficiently:
Track Registered Devices
Maintain a spreadsheet: device owner, UDID, device type, registration date. Apple doesn't show this context in the portal.
Prioritize Active Testers
Don't register devices for people who might test. Register devices for people actively testing this week.
Annual Reset
Device slots reset yearly with your membership. Plan your testing cycles around this if you're near the limit.
Consider Multiple Accounts
Multiple team members with developer accounts effectively multiply your device slots. Use for important projects if needed.
Growing Beyond Ad Hoc
When might a startup need to upgrade?
Signs You've Outgrown Ad Hoc
- More than 100 team members with iOS devices
- Frequent device slot exhaustion
- Distributing apps that won't be on App Store
- Need to distribute to contractors/partners at scale
Next Steps
- TestFlight external — For large beta user groups (10,000 users)
- Enterprise Program — For internal apps at scale (requires application)
- MDM solutions — When you need device management beyond just app distribution
Cost Comparison
| Solution | Annual Cost | Notes |
|---|---|---|
| BetaDrop + Apple Dev | $99 | Best for most startups |
| Firebase + Apple Dev | $99 | Good if using Firebase |
| TestFlight + Apple Dev | $99 | Review delays for external |
| Enterprise Program | $299 | Hard to qualify; overkill |
| MDM Solutions | $1,000+ | Enterprise scale only |
For Android, add $25 one-time for Play Console if using their testing tracks.
Common Startup Distribution Mistakes
1. Waiting for Enterprise Approval
Apple Enterprise program applications take weeks and often get rejected for startups. Don't wait—Ad Hoc works fine.
2. Over-Engineering Distribution
You don't need a custom build server with artifact management. Upload to BetaDrop and share the link.
3. Using TestFlight for Internal Builds
TestFlight reviews add unnecessary delay for internal testing. OTA is instant.
4. Not Collecting UDIDs Early
Request UDIDs from team members when they join, not when you need to send a build.
5. Mixing Debug and Release Builds
Be clear about which build type you're sharing. Different builds for different purposes.
See more pitfalls in our guide on common mistakes in beta distribution.
Frequently Asked Questions
How can a startup distribute apps internally without enterprise certificates?
Use Ad Hoc distribution for iOS (register device UDIDs) and direct APK sharing for Android. Platforms like BetaDrop automate OTA distribution without enterprise requirements.
Do startups need an Apple Enterprise account?
No. The Enterprise Program ($299/year) is designed for large organizations distributing to employees. A standard $99/year developer account with Ad Hoc distribution serves most startups.
How do I share iOS apps with my team without TestFlight?
Register team device UDIDs in your Apple Developer account. Export with Ad Hoc distribution. Upload to BetaDrop and share the instant install link.
What are the limits on internal app distribution?
iOS Ad Hoc: 100 devices per device type per year. Android APK: no limits. iOS Enterprise: unlimited devices.
How do I distribute to both iOS and Android from one place?
Use a cross-platform distribution service like BetaDrop. Upload IPA and APK separately, get separate install links, share both with your team.
Summary
Internal app distribution for startups doesn't require enterprise programs or complex infrastructure:
- iOS — Standard developer account ($99) + Ad Hoc distribution + OTA platform
- Android — Direct APK sharing + distribution platform
- Both — BetaDrop handles either from one place
Focus on building your product, not your distribution infrastructure.
Ready to simplify your distribution? Upload your build on BetaDrop and start sharing with your team in seconds.
