Something's clearly up there. You can see that even IOS and Android disagree with each other on what NDEF should look like by a few bytes. Very interesting.
Yep, 89 EC A9 7F 8C 2A 00 00 on iOS versus FF FF FF FF FF FF on Android. Interesting how the number of bytes is different, I should play with them a bit.
If a URL is written using NFCTools on iPhone, iOS will open it in the default browser without using NFCTools, or in the related app (eg Instagram) if there is one.
I find this only to be true when used on the same iPhone where NFCTools was used.
If you try to have another iPhone detect the badge, it appears not to work - unless you use NFCTools on that iPhone, too. I don't have conclusive proof but that's what the evidence seems to indicate.