In 2016, Javed appeared in Sony TV's Bade Bhaiyya Ki Dulhania as Avni Pant. From 2016 to 2017, she played Chhaya in Star Plus's Chandra Nandini. Then, she portrayed Aarti in Star Plus's Meri Durga.
In 2018, she played Kamini Joshi in SAB TV's Saat Phero Ki Hera Pherie, Bella Kapoor in Colors TV's Bepannaah, Piyali in Star Bharat's Jiji Maa and Nandini in &TV's Daayan.
In 2020, she joined Yeh Rishta Kya Kehlata Hai as Shivani Bhatia. She later played Tanisha Chakraborty in Kasautii Zindagii Kay.
In 2021, she participated in Voot's reality show Bigg Boss OTT where she finished at 13th place. According to Vice, Javed "shot to fame in India" following her appearances on Bigg Boss OTT, where she achieved popular recognition for her unique fashion sense.
In 2022, she was seen in a music video with Indo-Canadian singer Kunwarr. In December 2022, she participated in MTV India's reality show MTV Splitsvilla X4 as a guest contestant and mischief maker.
In 2023, it was reported by various media outlets that Urfi was detained in Dubai, United Arab Emirates for filming while wearing provocative clothing in a public area, which is against the law in the UAE. However, Javed clarified that the police had come on the set because of a logistics issue, not for reasons related to her choice of attire. The shoot resumed the next day.
Urfi Javed will debut in Indian film industry with Ekta Kapoor's "Love Sex Aur Dhokha2".
