Meta has begun testing a new restriction on Facebook that could significantly alter how businesses and creators use the platform. Under the test, some non-paying users are now limited to sharing just two posts containing external links per month. Anyone who wants to post more is required to subscribe to Meta Verified, the company’s paid membership offering.
The change was first spotted by a social media strategist, who noticed the limitation affecting professional accounts and Facebook Pages. These are the very profiles most dependent on outbound links for marketing, sales, and audience growth, making the test especially consequential for businesses and creators.
META VERIFIED MOVES FROM STATUS SYMBOL TO NECESSITY
Meta has confirmed that the experiment is designed to increase the perceived value of Meta Verified by attaching practical benefits to the subscription. Unlimited link sharing is now being positioned as one of those benefits.
Meta Verified pricing varies widely depending on account type and scale. Entry-level subscriptions cost around $14.99 per month when purchased through mobile apps, or slightly less via the web. Higher-tier plans for larger businesses climb significantly, reaching several hundred dollars monthly.
This strategy aligns with Meta’s growing focus on subscription revenue. In its most recent quarterly report, Meta revealed that its “Other” revenue category, which includes Meta Verified, rose to $690 million in Q3, more than double what it generated shortly after the service launched in 2023. The company is clearly exploring how far it can push paid features without triggering major backlash.
Currently, news publishers are not affected, as Meta has stated that publisher Pages are excluded from the current test, preserving their ability to share multiple article links daily. This exemption is critical for media organisations that rely heavily on Facebook traffic to sustain readership and ad revenue.
However, the exclusion appears to be a tactical choice rather than a permanent guarantee. Meta has framed the rollout as an experiment, leaving open the possibility that publishers could be included in future phases depending on results.
WHY META FEELS COMFORTABLE RESTRICTING LINKS
Meta’s own engagement data helps explain the confidence behind this move. According to the company’s transparency reports, posts containing external links account for less than two percent of all Facebook views in the United States. The overwhelming majority of engagement happens on native content that keeps users inside the platform.
From Meta’s perspective, limiting links does not meaningfully reduce overall activity, but it does reduce the number of users clicking away from Facebook’s advertising ecosystem. In effect, the company is monetising attention by discouraging exits.
A BROADER INDUSTRY SHIFT, NOT AN ISOLATED MOVE
Facebook is not acting alone. Across the social media landscape, platforms are steadily deprioritising external links. X has openly reduced the visibility of posts that direct users away from the platform. LinkedIn similarly throttles reach when posts contain outbound URLs, often cutting visibility by a noticeable margin.
The underlying logic is the same everywhere. Platforms make more money when users stay, scroll, and engage within their controlled environments. External links interrupt that cycle.
The impact of Meta’s test is uneven. Large brands can absorb subscription costs with relative ease, but small businesses, affiliate marketers, and independent creators are forced into difficult trade-offs. Many depend on Facebook to drive traffic to websites, online stores, newsletters, or monetised content.
Being limited to two link posts per month forces a rethink of strategy, while paying for access adds yet another recurring cost in an already expensive digital marketing landscape. Some users are experimenting with placing links in comments or bios, though there is no guarantee these workarounds will remain effective long-term.
CONTENT STRATEGIES BEGIN TO SHIFT
In response, many marketers are pivoting toward native formats. Short-form video, image carousels, long-form text posts, and community-focused content are increasingly prioritised over direct traffic generation. The emphasis is shifting from immediate clicks to brand presence, recall, and platform-native engagement.
This marks a subtle but important change. Facebook is no longer just a distribution channel to external assets; it is becoming a closed environment where businesses are expected to build and monetise audiences internally.
A SIGNAL OF WHAT MAY COME NEXT
Although the restriction is currently limited to select accounts, Meta’s language suggests it is testing user tolerance rather than reconsidering the concept itself. The framing of unlimited link sharing as a “premium feature” indicates that the company sees outbound access as something users should eventually pay for.
If rolled out broadly, this would formalise a long-standing reality of social media: reach and visibility increasingly come at a price. What was once free becomes monetised once dependence is established.
For businesses and creators, the message is clear. Relying too heavily on any single platform carries a growing risk. As Meta and its peers continue to reshape the rules, diversification and owned channels may matter more than ever.
