A network-based payment service provides functionality for site operators to add payment links or objects to their sites. When a user selects such a link or object, the payment service may charge a fee to an account of the user, and may redirect a browser of the user to content associated with the link. In some use cases, the payment service may also cause all or a portion of the fee to be divided between multiple entities or site operators; for example, a portion may be paid to an entity responsible for hosting or publishing the payment link or object, and another portion may be paid to an entity that hosts or provides the associated content.