Distributing beta iPhone app without UUIDs

Question

At first I thought that in order to do an ad-hoc deployment of a beta iPhone app, you had to burn the device's UUID of the target user into the app. (I use TestFlight to do it)

But a few days ago I came across http://retraceapp.com/, and you're able to download their app straight from their website.

I did get several security warnings, but I didn't think this was possible at all. Does someone know how they did this?

Update: The link is no longer available on the website.

Answer 1

This looks like a Enterprise account app, which actually is not allowed to be distributed outside a company.

One can find the key ProvisionsAllDevices set to true in its provisioning profile. See here about that ProvisionsAllDevices vs ProvisionedDevices in embedded.mobileprovision

Answer 2

I'm one of the Co-Founders of Retrace. We used an Enterprise developer account. Here's a link that explains more.

IOS Enterprise Distribution Through OTA

Apple contacted us after about 2 weeks and forced us to shut down the link and move to the App Store.