In response to community feedback, businesses on Instagram will now be able to add a Black-owned label to their accounts. By using the label, businesses could be highlighted in the Shop tab or be shown to people who have shown interest in supporting Black-owned companies.

According to the company, between summer and fall 2020, 1.3 million posts on the platform shared support of “Black-owned” or “Black-led” businesses. The company also noticed a 50% increase in the number of U.S. businesses that added “Black-owned” or “Black-led” to their profiles.

To turn on the label, which is currently available in the U.S., tap Edit Profile then select Business Diversity Info under Profile Information. While verification measures have not been announced, Instagram says that to use the label: “the majority of your business should be operated and controlled by one or more individuals who identify as Black.”

The announcement follows the second update from Instagram’s Equity Team, which shared new measures the company is taking to eliminate racial bias. The dedicated product group was formed in September 2020 to ensure “algorithmic fairness” and develop “equitable products.”