Populating lists with links from arrays
Your what variable would be more accessible if it was just an JavaScript Object (w3school javascript objects), instead of list of lists.

var what_object = {
    "what": [
        [
            {
                "link": "http://validator.w3.org/unicorn/",
                "text": "Unicorn"
            },
            {
                "link": "http://validator.w3.org",
                "text": "W3C Validation Service"
            },
            {
                "link": "http://jigsaw.w3.org/css-validator/",
                "text": "W3c CSS Validator"
            },
            {
                "link": "http://text-compare.com/",
                "text": "Text Compare!"
            }
        ],
        [
            {
                "link": "https://imgflip.com/",
                "text": "Imgflip.com"
            },
            {
                "link": "http://jpillora.com/base64-encoder/",
                "text": "Base64 Encoder"
            },
            {
                "link": "http://www.showmycode.com/",
                "text": "Adobe Flash Decompiler"
            },
            {
                "link": "http://jsbeautifier.org/",
                "text": "Beautify Js"
            }
        ]
    ]
};


I have only done indexes 0, and 1.

jQuery.fn.loadWhatList = function(list_location) {

    if (Number(list_location) &gt;= 0) {
        var selected_list_section = what_object.what[list_location];
        if (typeof(selected_list_section) === 'undefined') {
            return false;
        };
        for (var y = 0; y &lt; selected_list_section.length; y++) {
            var selected_link = selected_list_section[y]; // The selected link
            var compiled_link = jQuery("&lt;li&gt;&lt;a&gt;&lt;/a&gt;&lt;/li&gt;");
            compiled_link.find('a').attr('href', selected_link.link);
            compiled_link.find('a').html(selected_link.text);
            // Can also do all of your Click Events in here too...
            compiled_link.click(function(e) {
                jQuery(this).toggle();
            });
            // Load the compiled_link to the ELEMENT
            jQuery(this).append(compiled_link);
        };
        return true;
    };

    return false;
};