Only some software recognises that as a link - Firefox does, Jira does not, so it does not present it as a link of any form.
You'd need to hack the "render field" code to get it to work as a link, and you'd be relying on all your users browsers supporting it.
If you look at what Jira hands to a browser, when it spots a link, it reformats it as a link in the html.
It does not know to do that with other protocols, so it ignores your rvlink and puts plain text in the html.
You would need to download the source for Jira, find the renderer, add code to make it recognise rvlink data as a link and serve it up to browsers as a link.
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