I realize that this is an old request from ArcMap, but thought that I'd post the capability made available in ArcGIS Pro through Python CIM access. Here is the link to the HTML popup spec: https://github.com/Esri/cim-spec/blob/master/docs/v2/CIMVectorLayers.md#CIMHtmlPopupFormat
ArcMap has entered mature support and will no longer be receiving new feature development. As Kory mentioned, this can be accomplished by using the CIM access in ArcGIS Pro, and hopefully your current pop-up development needs are solved by the work we've done in the past nine years. If not, please create an issue to describe the specific features in Pro you'd like to see implemented.
Thanks!
Shaun
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