Some Facebook Pages can now share links to outside websites in only two posts a month. To post more, the business has to pay for a Meta One plan above the entry level.
Meta began the cap as a small test in December 2025. An industry news report on 17 September 2026 said the company appears to have widened it to more non-paying professional accounts, two days after Meta One launched.
How the test started
Affected users received a notice from Meta in December. “Starting December 16, certain Facebook profiles without Meta Verified, including yours, will be limited to sharing links in two organic posts per month,” it read, according to a UK media report published on 18 December 2025.
A Meta spokesperson said “This is a limited test to understand whether the ability to publish an increased volume of posts with links add additional value for Meta Verified subscribers.”
The test covered business Pages and personal profiles in professional mode. That report said links in comments, affiliate links and links to Meta’s own apps such as Instagram and WhatsApp didn’t count towards the two. News publishers were reportedly left out of the test on their own Pages.
What Meta One changes
Meta launched Meta One on 15 September. Its announcement lists four bundles for creators and businesses, with Essential starting at US$14.99 a month and Max starting at US$499. It also says “Plans, benefits, pricing, and availability may vary by region, by app, and by account.”
“The core experience across our apps and Meta AI has always been free, and that’s not changing,” Meta said in the announcement.
The announcement puts links in organic posts and reels in the Advanced plan, which starts at US$49.99 a month, not in Essential. Meta’s Facebook help article sets Page allowances of 8 link posts or comments a month on Advanced, 20 on Expert and no limit on Max, while Essential stays at two. The article now counts links in comments, except extra links under a post that already carries one. Links to Meta’s own apps, Facebook affiliate partnership links and links in ads are still free, and Meta says the limit may not apply to every Page.
Andrew Hutchinson, content and social media manager at a social media industry news site, wrote that “Meta also said that publisher Pages are exempt from the test, in order to keep content flowing into the app.” He also noted that “Meta One for Business includes the ability to add a limited number of links to Instagram posts and Reels each month, which varies by paid tier.”
Neither Meta’s announcement nor that report says which countries the wider test covers or how many Pages are in it. In the December test, affected accounts found out through Meta’s notice.
Where the clicks were going
Meta’s own numbers show how little of Facebook’s feed points elsewhere. Its Widely Viewed Content Report for April to June 2026 found “98.9% of the views in the US during Q2 2026 did not include a link to a source outside of Facebook.” The report covers US feed views only.
New Zealand customers rate a business’s own website above its social media. InternetNZ’s 2025 .nz research, released on 27 November 2025, surveyed 750 businesses and 500 consumers. Nearly three-quarters of the individuals surveyed named a business or organisation’s website as the most important tool for engaging with it. Yet 47% of the businesses surveyed didn’t have one, and sole traders were even less likely to.
More than half of consumers valued a business’s website for buying online, against a third of businesses that saw their own site that way.
Tim Johnson, GM Customer and Product at InternetNZ, said in the release that “this research shows people are using social media less, and the last World Internet Project report found most people think social media makes the world a worse place – it’s not necessarily the right place to pitch business now.”
A business that uses its Facebook Page to send people to a website can check three things this month. Has Meta sent the Page a link-limit notice? How many of last month’s posts carried a link? And does the business have a website for those links to point to?
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