Meta is reportedly testing a new policy on Facebook that significantly limits the number of external links professional accounts and pages can post. This experimental change, which has been observed by users over the past week, restricts these accounts to just two links unless they subscribe to Meta Verified, the company's paid subscription service starting at $14.99 per month. This move signals a potential shift in how content creators and brands utilize the platform for external traffic.
Details of the Link Posting Test
Social media strategist Matt Navarra was among several users who first highlighted this test. According to Navarra's observations, accounts included in the experiment are capped at two external links. To bypass this restriction and post an increased volume of links, users would need to purchase a Meta Verified subscription.
Crucially, not all links are subject to this new limit. Users can still freely post affiliate links, links within comments, and links pointing to other Meta platforms such as Instagram, WhatsApp, and even other Facebook posts. The test specifically targets those operating in professional mode on Facebook profiles and managing Facebook Pages, which are often used by creators and businesses to expand their reach.
Meta's Rationale and Impact
A Meta spokesperson confirmed the test to TechCrunch, stating:
"This is a limited test to understand whether the ability to publish an increased volume of posts with links adds additional value for Meta Verified subscribers."
The company emphasized its goal is to explore ways to enhance the value proposition for its paid subscribers. It also clarified that publishers are currently not included in this particular test, and the ability to post links in comments remains unaffected.
This potential policy change could have a substantial impact on content creators and brands who frequently share links from their blogs, e-commerce sites, or other external platforms to engage with a broader audience. If implemented widely, it could compel them to either pay for a Meta Verified subscription, significantly reduce their external link sharing, or prioritize content native to Meta's ecosystem.
Broader Industry Context
The experiment comes amidst a broader industry discussion about the future of the link-based web, particularly with the rise of AI summaries and search impacting publisher traffic. Meta's own transparency report for Q3 indicated that over 98% of feed views in the U.S. come from posts without any links. Furthermore, the report noted that the majority of the small percentage of views for linked posts originated from pages users already followed, with links shared by friends and groups being minimal. This data might be influencing Meta's strategy to re-evaluate the role of external links.
Other social platforms, like X (formerly Twitter), have also experimented with demoting linked posts to encourage native content consumption, reflecting a wider trend in the social media landscape.
