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Custom 'URI' scheme?

Is it possible to link to the app from other iPhone apps or custom iPhone pages?

It would be really handy to be able to link to a pseudo-URI like freethepostcode:W1A+0AA in order to launch the app with that postcode filled in.

Obviously, it wouldn't make sense to link to it from the public Web, but I have a few pages where I know I'm accessing them from my iPhone, so a short route to adding the postcode would be really handy.
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