Facebook is testing a new policy that places restrictions on how many external links certain users can include in their posts. The change, which is currently being trialled on a limited basis, introduces a monthly cap on link sharing unless users pay for a subscription.
Some users in the United Kingdom and the United States have received in-app notifications informing them that they will only be allowed to share a small number of links in Facebook posts without payment. To continue sharing links beyond that limit, users are offered a subscription priced at £9.99 per month.
Meta, the company that owns Facebook, has confirmed the test and described it as limited in scope. According to the company, the purpose is to assess whether the option to post a higher volume of link-based content provides additional value to users who choose to subscribe.
Industry observers say the experiment reflects Meta’s broader effort to generate revenue from more areas of its platforms. Social media analyst Matt Navarra said the move signals a shift toward monetising essential platform functions rather than optional extras.
He explained that the test is not primarily about identity verification. Instead, it places practical features that users rely on for visibility and reach behind a paid tier. In his view, Meta is now charging for what he describes as “survival features” rather than premium add-ons.
Meta already offers a paid service called Meta Verified, which provides subscribers on Facebook and Instagram with a blue verification badge, enhanced account support, and safeguards against impersonation. Navarra said that after attaching a price to these services, Meta now appears to be applying a similar approach to content distribution itself.
He noted that this includes the basic ability to direct users away from Facebook to external websites, a function that creators and businesses depend on to grow audiences, drive traffic, and promote services.
Navarra was among those who received a notification about the test. He said he was informed that from 16 December onward, he would only be able to include two links per month in Facebook posts unless he subscribed.
For creators and businesses, he said the message is clear. If Facebook plays a role in their audience growth or traffic strategy, that access may now require payment. He added that while platforms have been moving in this direction for some time, the policy makes it explicit.
The test comes as social media platforms increasingly encourage users to verify their accounts in exchange for added features or improved engagement. Platforms such as LinkedIn have also adopted similar models.
After acquiring Twitter in 2022, Elon Musk restructured the platform’s verification system, now known as X. Blue verification badges were made available only to paying users, who also received increased visibility in replies and recommendation feeds.
That approach proved controversial and resulted in regulatory scrutiny, including a fine imposed by European authorities in December. Despite the criticism, Meta later introduced a comparable paid verification model.
Meta has also announced plans to introduce a “community notes” system, similar to X, allowing users to flag potentially misleading posts. This follows reductions in traditional moderation and third-party fact-checking efforts.
According to Meta, the link-sharing test applies only to a selected group of users who operate Pages or use Facebook’s professional mode. These tools are widely used by creators and businesses to publish content and analyse audience engagement.
Navarra said the test highlights a difficult reality for creators. He argued that Facebook is becoming less reliable as a source of external traffic and is increasingly steering users away from treating the platform as a traffic engine.
He added that the experiment reinforces a long-standing pattern. Meta, he said, ultimately designs its systems to serve its own priorities first.
According to analysts, tests like this underline the risks of building a business that depends too heavily on a single platform. Changes to access, visibility, or pricing can occur with little warning, leaving creators and businesses vulnerable.
Meta has emphasized that the policy remains a trial. However, the experiment illustrates how social media companies continue to reassess which core functions remain free and which are moving behind paywalls.
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