Instagram is finally allowing multiple links in bio

After years of refusing to let people add more than one link to their account bios, Instagram has finally given in.

Starting today, all users can add up to five clickable links in their bios.

Instagram’s longtime one-link limit (an attempt to keep users from directing their followers off platform) played a major role in the development of the now-thriving link-in-bio industry. Over the past few years, companies like Linktree, Koji, and Carrd have made big business out of letting creators make sprawling, directory-esque custom landing pages that can be accessed with a single URL.

Now it seems Instagram wants to catch up with those companies.

In an announcement about adding multiple links, Mark Zuckerberg said the feature has–unsurprisingly–been a top request from creators.

He and Instagram haven’t given any more information about why the platform decided to add multiple links now, but–as TechCrunch points out–that decision may have something to do with backlash over TikTok‘s one-link limit (which is further limited to official business accounts only). And, considering Meta’s history and how much it’s been doing to compete with TikTok, we wouldn’t be shocked if it’s taking this chance to one-up a troubled rival platform.

Instagram first began testing multiple links in bio with some users back in October 2022. Now that all users have access to the feature, it says it’ll scan any links added to be sure they aren’t harmful or spammy and comply with its community guidelines and terms of service.