From the mobile device side
Chrome browser integrates Physical Web to pick up nearby URLs and show you a list of webpages.
In order to use the Physical Web, it must be activated through Chrome settings. For further information: Explore the Physical Web with Chrome
From the beacon side
All URLs set in the Eddystone-URL slot must resolve to an HTTPS URL. For the users’ security, it requires all Physical Web pages be served over HTTPS. You may use a URL shortener that generates HTTP URLs as long as the shortened URL resolves to an HTTPS URL. Use this tool to check if your URL will be resolved by Physical Web
NOTE: Tested on Android 6.0 and iOS 9.3.5