Thank you for all your tips !
Make sure you built the debug version and not the appstore version. The appstore version won't install on the device and can only be distributed via Apple's store or testflight
I used the Send iOS debug build button
Check the UDID is correct - if you got the UDID from an app then it's probably wrong as apps don't have access to the device UDID anymore. The way to get the UDID is either thru settings or itunes
I found it on iTunes
Make sure the device isn't locked for installing 3rd party apps. I've had this when trying to install on my kids tablet which I configured to be child friendly. This is configured in the settings as parental controls
I don't either have parental controls
Check that you "own" the package name. E.g. if you previously installed an app with the same package name but a different certificate a new install will fail (this is true for Android too). So if you installed the kitchen sink from the store then built one of your own and installed it there will be a collision. Notice that this might be problematic if you use overly generic package names as someone else might have used them
I reset my iPhone and it keeps failing
You verified that you are sending a 32 bit build in the build hints using the build hint ios.debug.archs=armv7 (listing it here for completeness). It's only necessary if you have an older 32 bit device, see this
It doesn't work with or without it
Make sure the device has a modern enough version of iOS for the dependencies. I think the current minimum for hello world is 6.0.1 but some apps might require a newer version e.g. Intercom requires OS 8 or newer
Verify that you are using Safari when installing (if you tried via cable that's not a problem)
I'm using iOS 9.3.5