With iOS 17.4 and above, Apple have introduced the ability for users to install their eSIM directly onto their device by clicking a simple link.
The Universal Link install method works by adding the unique SMDP+ address and Activation Code onto the end of a universal link.
Clicking this link from an iOS 17.4 (or above) device begins the installation using the specific LPA information and the user will be taken straight to the installation screen below.
Once your payment is complete, this link appears on screen and is also sent to your email.