Starting today, developers can embed IFTTT within apps and enable users to connect the hundreds of apps that the service supports. That means that the world of apps is about to get a bit more like the web. Just as any website can link to any other website, apps will readily exchange info with other apps.
The self-service version of IFTTT is still around, and CEO Linden Tibbets says it will continue playing an important role. But the new platform could help the service reach infinitely more people—and generate revenue by charging developers to embed IFTTT’s technology.