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Like this:
NSString *stringURL = @"appname://";
NSURL *url = [NSURL URLWithString:stringURL];
[[UIApplication sharedApplication] openURL:url];
I slightly remember it was necessary to write a value-key to Info.plist. How?
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Register your URL schemeRegister your scheme in Xcode from the Info tab of your project settings. Update the URL Types section to declare all of the URL schemes your app supports, as shown in the following illustration. In the URL Schemes box, specify the prefix you use for your URLs.
Go to the Play store, find the app and view its page. Copy the URL from the browser address bar. Make a note of this as the "Android Fallback URL." You'll see a parameter called "id" followed by an equal sign (=).
Custom URL schemes provide a way to reference inside your app. Users can open a custom URL in the browser or tap in any link. Other apps can also trigger your app to launch with specific context data; for example, a photo library app might display a specified image.
Add this to plist 
.
The app will by called by @"readtext://" url
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This seems to be the question that I answered (with screenshots & source code) here.
And I've posted a full walkthrough of how to do this on my blog.
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