diff --git a/libs/blocks/modal/modal.js b/libs/blocks/modal/modal.js
index ca4f8a6188..76d4116213 100644
--- a/libs/blocks/modal/modal.js
+++ b/libs/blocks/modal/modal.js
@@ -11,6 +11,10 @@ const CLOSE_ICON = `<svg xmlns="http://www.w3.org/2000/svg" width="20" height="2
 </svg>`;
 const MOBILE_MAX = 599;
 const TABLET_MAX = 1199;
+export const DISPLAY_MODE = {
+  oncePerPageLoad: 'pageload',
+  oncePerSession: 'session',
+};
 let messageAbortController;
 let resizeAbortController;
 
@@ -246,3 +250,41 @@ window.addEventListener('hashchange', (e) => {
     if (details) getModal(details);
   }
 });
+
+export const decorateDelayedModalAnchor = ({ a, hash, pathname }) => {
+  if (!a || !hash || !pathname) return;
+  a.setAttribute('href', hash);
+  a.setAttribute('data-modal-hash', hash);
+  a.setAttribute('data-modal-path', pathname);
+  a.setAttribute('style', 'display: none');
+  a.classList.add('modal');
+  a.classList.add('link-block');
+};
+
+export const defineDelayedModalParams = (search) => {
+  if (!search) return {};
+  const urlParams = new URLSearchParams(search);
+  const delay = Number(urlParams?.get('delay'));
+  const displayMode = urlParams?.get('display');
+  return {
+    ...(Number.isInteger(delay) && delay > 0 && { delay: delay * 1000 }),
+    ...((displayMode === DISPLAY_MODE.oncePerPageLoad
+      || displayMode === DISPLAY_MODE.oncePerSession) && { displayMode }),
+  };
+};
+
+export function showModalWithDelay({ delay, displayMode, hash }) {
+  if (!delay || !displayMode || !hash) return;
+  if (displayMode === DISPLAY_MODE.oncePerPageLoad) {
+    setTimeout(() => {
+      window.location.hash = hash;
+    }, delay);
+  } else if (displayMode === DISPLAY_MODE.oncePerSession) {
+    if (!window.sessionStorage.getItem('wasDelayedModalShown')) {
+      setTimeout(() => {
+        window.location.hash = hash;
+        window.sessionStorage.setItem('wasDelayedModalShown', true);
+      }, delay);
+    }
+  }
+}
diff --git a/libs/features/personalization/personalization.js b/libs/features/personalization/personalization.js
index 5d604f9f47..0eb66d78bd 100644
--- a/libs/features/personalization/personalization.js
+++ b/libs/features/personalization/personalization.js
@@ -4,6 +4,7 @@ import {
   createTag, getConfig, loadLink, loadScript, localizeLink, updateConfig,
 } from '../../utils/utils.js';
 import { getEntitlementMap } from './entitlements.js';
+import { defineDelayedModalParams, decorateDelayedModalAnchor, showModalWithDelay } from '../../blocks/modal/modal.js';
 
 /* c20 ignore start */
 const PHONE_SIZE = window.screen.width < 768 || window.screen.height < 768;
@@ -105,18 +106,35 @@ export const preloadManifests = ({ targetManifests = [], persManifests = [] }) =
 
 export const getFileName = (path) => path?.split('/').pop();
 
-const createFrag = (el, url, manifestId) => {
-  let href = url;
+export const parseUrl = (url) => {
+  if (!url) return {};
+  const parsed = {};
   try {
     const { pathname, search, hash } = new URL(url);
-    href = `${pathname}${search}${hash}`;
+    parsed.href = `${pathname}${search}${hash}`;
+    parsed.pathname = pathname;
+    parsed.hash = hash;
+    parsed.search = search;
   } catch {
-    // ignore
+    // if target has this format: '/fragments/somepath'
+    parsed.href = url;
   }
+  return parsed;
+};
+
+export const createFrag = (el, url, manifestId) => {
+  const { href, pathname, hash, search } = parseUrl(url);
   const a = createTag('a', { href }, url);
-  if (manifestId) a.dataset.manifestId = manifestId;
-  let frag = createTag('p', undefined, a);
   const isSection = el.parentElement.nodeName === 'MAIN';
+  const { delay, displayMode } = defineDelayedModalParams(search);
+  let frag = createTag('p', undefined, a);
+
+  if (delay && displayMode) {
+    frag = a;
+    decorateDelayedModalAnchor({ a, hash, pathname });
+    showModalWithDelay({ delay, displayMode, hash });
+  }
+  if (manifestId) a.dataset.manifestId = manifestId;
   if (isSection) {
     frag = createTag('div', undefined, frag);
   }
diff --git a/test/features/personalization/delayedModal.test.js b/test/features/personalization/delayedModal.test.js
new file mode 100644
index 0000000000..74bf665fa3
--- /dev/null
+++ b/test/features/personalization/delayedModal.test.js
@@ -0,0 +1,99 @@
+import { expect } from '@esm-bundle/chai';
+import { parseUrl } from '../../../libs/features/personalization/personalization.js';
+import { defineDelayedModalParams, decorateDelayedModalAnchor, showModalWithDelay, DISPLAY_MODE } from '../../../libs/blocks/modal/modal.js';
+import { delay, waitForElement } from '../../helpers/waitfor.js';
+
+const hash = '#dm';
+
+it('parses URL properly', () => {
+  expect(parseUrl()).to.deep.equal({});
+  expect(parseUrl('https://www.adobe.com/')).to.deep.equal({
+    hash: '',
+    href: '/',
+    pathname: '/',
+    search: '',
+  });
+  expect(parseUrl('/fragments/testpage')).to.deep.equal({ href: '/fragments/testpage' });
+  expect(parseUrl('https://www.adobe.com/testpage/?delay=1&display=pageload#dm')).to.deep.equal({
+    hash,
+    href: '/testpage/?delay=1&display=pageload#dm',
+    pathname: '/testpage/',
+    search: '?delay=1&display=pageload',
+  });
+});
+
+it('takes the delayed modal parameters from the URL', () => {
+  expect(defineDelayedModalParams()).to.deep.equal({});
+  expect(defineDelayedModalParams('?delay=invalid&display=invalid')).to.deep.equal({});
+  expect(defineDelayedModalParams('?delay=-1&display=pageload')).to.deep.equal({ displayMode: DISPLAY_MODE.oncePerPageLoad });
+  expect(defineDelayedModalParams('?delay=1&display=pageload')).to.deep.equal({
+    delay: 1000,
+    displayMode: DISPLAY_MODE.oncePerPageLoad,
+  });
+});
+
+it('add proper attributes and class names to the link', () => {
+  const a = document.createElement('a');
+  decorateDelayedModalAnchor({
+    a,
+    hash,
+    pathname: '/testpage/',
+  });
+  expect(a.getAttribute('href')).to.equal(hash);
+  expect(a.getAttribute('data-modal-hash')).to.equal(hash);
+  expect(a.getAttribute('data-modal-path')).to.equal('/testpage/');
+  expect(a.getAttribute('style')).to.equal('display: none');
+  expect(a.classList.contains('modal')).to.be.true;
+  expect(a.classList.contains('link-block')).to.be.true;
+  a.remove();
+});
+
+it('creates and opens the delayed modal', async () => {
+  const a = document.createElement('a');
+  decorateDelayedModalAnchor({
+    a,
+    hash,
+    pathname: '/testpage',
+  });
+  document.body.appendChild(a);
+  showModalWithDelay({
+    delay: '1',
+    displayMode: DISPLAY_MODE.oncePerPageLoad,
+    hash,
+  });
+  const delayedModal = await waitForElement(hash);
+  expect(delayedModal).to.exist;
+  delayedModal.remove();
+  a.remove();
+  window.location.hash = '';
+});
+
+it('does not open a delayed modal if it should be displayed once per session and was already displayed', async () => {
+  const a = document.createElement('a');
+  window.sessionStorage.removeItem('wasDelayedModalShown');
+  decorateDelayedModalAnchor({
+    a,
+    hash,
+    pathname: '/testpage',
+  });
+  document.body.appendChild(a);
+  showModalWithDelay({
+    delay: '1',
+    displayMode: DISPLAY_MODE.oncePerSession,
+    hash,
+  });
+  const delayedModal = await waitForElement(hash);
+  expect(delayedModal).to.exist;
+  expect(window.sessionStorage.getItem('wasDelayedModalShown')).to.equal('true');
+  delayedModal.remove();
+
+  showModalWithDelay({
+    delay: '1',
+    displayMode: DISPLAY_MODE.oncePerSession,
+    hash,
+  });
+  await delay(900);
+  expect(document.querySelector(hash)).to.not.exist;
+  a.remove();
+  window.sessionStorage.removeItem('wasDelayedModalShown');
+});
diff --git a/test/features/personalization/personalization.test.js b/test/features/personalization/personalization.test.js
index a94c22ffc6..d72ae688ea 100644
--- a/test/features/personalization/personalization.test.js
+++ b/test/features/personalization/personalization.test.js
@@ -3,7 +3,8 @@ import { readFile } from '@web/test-runner-commands';
 import { stub } from 'sinon';
 import { getConfig, setConfig, loadBlock } from '../../../libs/utils/utils.js';
 import initFragments from '../../../libs/blocks/fragment/fragment.js';
-import { applyPers, normalizePath } from '../../../libs/features/personalization/personalization.js';
+import { waitForElement } from '../../helpers/waitfor.js';
+import { applyPers, createFrag, normalizePath } from '../../../libs/features/personalization/personalization.js';
 
 document.head.innerHTML = await readFile({ path: './mocks/metadata.html' });
 document.body.innerHTML = await readFile({ path: './mocks/personalization.html' });
@@ -31,6 +32,29 @@ describe('Functional Test', () => {
     };
   });
 
+  it('should create a fragment, and show a modal with delay', async () => {
+    const hash = '#testhash';
+    const url = 'https://adobe.com/testpage/?delay=1&display=pageload#testhash';
+    const manifestId = 'testManifestId';
+    const parentElement = document.createElement('div');
+    const el = document.createElement('div');
+    parentElement.appendChild(el);
+    document.body.appendChild(parentElement);
+    const frag = createFrag(el, url, manifestId);
+    expect(frag.nodeName).to.equal('A');
+    expect(frag.getAttribute('href')).to.equal(hash);
+    expect(frag.getAttribute('data-modal-hash')).to.equal(hash);
+    expect(frag.getAttribute('data-modal-path')).to.equal('/testpage/');
+    expect(frag.getAttribute('style')).to.equal('display: none');
+    expect(frag.classList.contains('modal')).to.be.true;
+    expect(frag.classList.contains('link-block')).to.be.true;
+    el.appendChild(frag);
+    const delayedModal = await waitForElement(hash);
+    expect(delayedModal).to.exist;
+    delayedModal.remove();
+    parentElement.remove();
+  });
+
   it('replaceContent should replace an element with a fragment', async () => {
     let manifestJson = await readFile({ path: './mocks/manifestReplace.json' });
     manifestJson = JSON.parse(manifestJson);