Last week speculation that Karl Stefanovic and his wife Jasmine Yarbrough are pregnant hit an all-time high when Jasmine's friends shared an Instagram story of her baby shower.
But while Australia waited for the official announcement, Woman's Day has learned the real reason the couple is keeping schtum – Nine!
While Karl, 45, is said to be going along with the network, a source close to Jasmine, 35, who is reportedly 15 weeks pregnant, tells Woman's Day she's desperate to tell everyone and is struggling to keep quiet.
"Naturally Jasmine wants nothing more than to be able to share her happy news and she's gutted she can't do a tell-all exclusive with her baby news. She's dropped some pretty major hints to everyone she knows in the media, as has her family," the source says.
"They even have family friends commenting on newspaper stories confirming she's pregnant!" Just last week, Jasmine sent tongues wagging when her friends uploaded a series of posts of Jasmine celebrating a "baby shower" in a trendy restaurant in New York.
The ecstatic-looking shoe designer was seen cradling her stomach while celebrating with a bunch of girlfriends, who hinted at the news by adding a series of baby face emojis. As soon as the posts were put up, Nine caught wind of it and gave Jasmine a stern warning.
WATCH: Everything you need to know about Jasmine Yarbrough. Story continues below...
"They told her that she and Karl have to keep their private lives private and warned her that she has to be on her best behaviour, until Today restores its ratings," the source reveals.
And while no one is more on board than Karl, who is desperate to prove that he's king of breakfast TV again, the bosses are losing patience with Jasmine.
"They've made it clear to keep it zipped. They've put a stop to anything public, terrified it will backfire like their wedding in Mexico last year," the source says.
And with the arrival of the baby expected to be around May, the network hope that they can use the first few months of the year to successfully relaunch Karl and his co-host Allison Langdon back onto the show and into viewers hearts before Karl becomes a daddy again and is knee-deep changing nappies!