Mine didn’t work either, and it was because while playing with it I corrupted the NDEF data. I followed this guide to reset the record and it works flawlessly.
I’ve learned I have to do this any time I write anything other than a link to it. It’s unfortunate, but that’s just the reality of it. I’d like to keep a business card on it, and it’ll read via an NFC reader when I write the data, but it won’t auto open anything even if I re-write a link to it.