A server generates a unique URL corresponding to a data payload, provides that unique URL for exposure (via a machine-scannable code) to mobile devices of different types, and when the server receives a request for the unique URL from a mobile device, the server uses a payload-type to mobile-device-type mapping to generate a device-type-specific URI that includes the data payload, formatted for the device type. The server delivers the device-type-specific URI to the mobile device to invoke a non-web-browser application for handling the data payload.