World is building World, a blockchain rooted in human proof, closely connected to OpenAI’s mission of advancing AI responsibly.

As part of launching World Chain, Worldcoin wanted to grow liquidity on the chain (TVL) and make its native token, WLD, more liquid.

To achieve this, Worldcoin needed a partner capable of running incentive programs across the protocols they wanted to support, with highly customized mechanics—and at scale.

That’s where Merkl came in!

Merkl enabled Worldcoin to run both standard liquidity campaigns—such as liquidity provision on Uniswap or lending/borrowing on Morpho—and tailored campaigns that highlight Worldcoin’s core value: human proof.

Together, we designed incentive campaigns on Morpho that:

• Reward only verified humans: incentives are distributed exclusively to users with a World ID, filtering out bots.
• Promote fairness: incentives are capped at 1,000 WLD or 1,000 USD per user. Whether someone deposits 1,000 or 30,000, they only earn rewards on the first 1,000—ensuring broader access to rewards.
• Operate at scale: the Merkl engine can scan the wallets of tens of thousands of participants simultaneously and distribute rewards that can be claimed every 5 hours by all of them at the same time.

This mix of standard and custom campaigns allowed Worldcoin to showcase what makes World unique, while still attracting liquidity through widely adopted protocols.

Since April 2025, Worldcoin has launched more than 28 incentive campaigns on Merkl.

These campaigns have been instrumental in driving growth on World Chain: in just a few months, total value locked jumped from $3M in May to $59M in September 2025. During this period, Worldcoin distributed over $3M in incentives, engaging more than one million participants across its programs.

The custom human-only campaigns proved especially powerful. By requiring a World ID, they brought in more than 100,000 verified users, attracted $4.3M in deposits, and distributed $875k in rewards— so far!

This means a ROI of 391%: for every $1 in rewards distributed, $4.91 in deposits were attracted.