Android app developers face a difficult tradeoff when it comes to showing web content in their Android app. Opening links in the browser is familiar for users and easy to implement, but results in a heavy-weight transition between the app and the web. You can get more granular control by building a custom browsing experience on top of Android’s WebView, but at the cost of more technical complexity and an unfamiliar browsing experience for users. A new feature in the most recent version of Chrome called custom tabs addresses this tradeoff by allowing an app to customize how Chrome looks and feels, making the transition from app to web content fast and seamless.
Already experience this feature in some apps, like Feedly and WordPress Mobile. But just know it’s called Custom Tab.