Very old post but relevant to others. The way to launch an app is to open the url of the app that you want, with a 'deep link' if that app supports it. So to open Waze you want to select: New Action/Phone Control/Safari (open a website)
with the URL of https://waze.com/ul?
You can find details of how to send a parameter to waze here https://developers.google.com/waze/deeplinks/