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The OpenGraph protocol allows displaying link previews on various services, such as Facebook, Zulip...
For example the Jupyter website has OpenGraph properties:
<meta property="og:title" content="Project Jupyter" />
<meta property="og:description" content="The Jupyter Notebook is a web-based interactive computing platform. The notebook combines live code, equations, narrative text, visualizations, interactive dashboards and other media.
">
<meta property="og:url" content="https://jupyter.org" />
<meta property="og:image" content="https://jupyter.org/assets/share.png" />
Example rendering in Zulip:
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