Bookmarks are considered an Authoring feature in PDF and they aren't editable with PDF readers. For example that is what is used to create a PDF Table of Contents. The bookmarks have associated text.
PDF readers can add stuff to an annotation layer, which is a PDF standard feature, but those don't include the equivalent of 'bookmarks' i.e. a way for readers to mark certain pages in the PDF. PDF readers may have their own bookmark implementation for this, but it does not carry over as a PDF standard. You can of course create an annotation to mark those locations assuming the software is using that annotation layer and not some homegrown variant. (highlight, sticky note, sketch etc.) It does seem a little odd that there is not a more specialized 'dog-ear' annotation after all these years.
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