This could help Meta boost its Meta Verified subscriber count.
Instagram is now allowing some Meta Verified subscribers to add links to their post captions, which has long been one of the most requested feature updates in the app.
It’s also one that Instagram has long resisted. Over the years, Instagram chief Adam Mosseri has reiterated the platform’s stance that it will not allow users to add links in captions, due to concerns that the feature would change the dynamics of the app.
As Mashable reported in 2023, Mosseri told one event that adding links to posts would move the app “meaningfully away from being a visual platform… and towards links and publishers and away from creators.”
In other words, links in captions would end up putting more emphasis on news content, and shift Instagram away from its visual roots. Which is clearly not Meta’s preference, but now, as it looks to find more revenue sources to fund its evolving AI development push, it seems that it’s getting a little more flexible on this front.
Instagram has confirmed to SMT that it is currently testing the option to add links to post captions with some creators, explaining that: “The ability to add links in Instagram posts is one of the top requested features from our subscriber community. We’re excited to test what new value this benefit brings.”
The option has only been made available to a selection of creators who are signed up to Meta Verified, and according to creator Andrea Valeria, who’s part of the initial test group, creators can only share up to 10 links in posts per month.
That could be a big lure to get more creators to sign up to Meta Verified, while it might also provide more opportunities for creators to sign brand sponsorship deals in order to post links on their behalf.
Because under these current parameters, publishers and brands won’t be able to include links in their captions.
Meta Verified is available users with a personal account, or a professional creator account. Professional creator accounts are different to professional or business accounts, and are only available to actual creators, which is seemingly how Instagram is hoping to avoid the influx of publisher links as a result of this addition.
Though publishers could still partner with creators to post links, but maybe that will provide more monetization opportunities, and keep creators publishing on IG as a result, while the 10 link per month limit will ideally ensure that there’s not a major shift in platform usage as a result.
Either way, it’s an interesting test, and it will help to increase interest in Meta Verified subscriptions.
Meta hasn’t shared how much money it’s making from its paid add-on package, but looking at Meta’s revenue results in its full-year performance update for 2025, it does seem that a lot of users have already signed up.
Meta’s “Other” revenue stream brought in in $801 million Q4 2025, which is an increase of $572 million since the launch of Meta Verified in Q2 2023.
Meta doesn’t share a breakdown of the elements that contribute to this, but by dividing that increase by the average cost of a Meta Verified subscription ($15 per subscriber), that correlates to around 30 million or so paying Facebook and IG users.
Again, that’s not an exact breakdown, as there are other elements that contribute to this figure. But Meta Verified is clearly generating a lot of additional intake for the company, via a revenue stream that simply didn’t exist till Meta implemented it three years back.
And now, it’s set to rise again.
It’s a big addition, which could have a significant impact on the creator marketing space, and drive more opportunity for Meta and its users.
