• Direct links now available for some paid creators
• Limit of 10 links per month per subscriber

Instagram has begun testing a new feature that allows select subscribers of Meta Verified to add direct links in post captions—a long-awaited step for users after years of the platform resisting this change.

The platform confirmed that it is currently running this test with a limited group of paying creators to assess the value this feature could bring to the subscriber community.

Instagram management had long opposed adding links to captions, with CEO Adam Mosseri repeatedly warning that the move could fundamentally change the app. In 2023, he explained that allowing links could shift Instagram away from being primarily a visual platform toward one dominated by links, news content, and publishers, rather than focusing on creators.

However, the company now appears more flexible, as it seeks additional revenue sources to support its growing investment in AI development.

Under the current test, the feature is available only to a limited number of Meta Verified creators, with a cap of 10 links per month that can be added to post captions.

This update could encourage more creators to subscribe to Meta Verified and potentially open the door to greater brand partnership opportunities, where creators post promotional links on behalf of advertisers.

At the same time, regular companies and publishers cannot add direct links to captions under this setup, as it’s restricted to personal and professional creator accounts—Instagram’s way of preventing the platform from being overwhelmed with publisher links.

Publishers could still collaborate with creators to share links, which may create new monetization opportunities for creators while keeping the platform focused on creative content.

Financial indicators suggest that Meta Verified has already become an important revenue source for Meta. The company’s “Other” revenue category for Q4 2025 reached $801 million, up $572 million from before the service launched in 2023.

While Meta does not break down exact contributions, rough estimates based on an average subscription cost of $15 per month suggest around 30 million paying users across Facebook and Instagram.

If the test proves successful, adding links to posts could be a significant development in creator marketing, creating new revenue opportunities for both the platform and its users.