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Marketing products on Facebook is about to become more expensive for influencers, content creators, and companies. The social platform’s parent company, Meta, informed members with business accounts that they’ll have to start paying if they want to send more than two links per month to customers and followers through the site.
The good news for entrepreneurs and small companies promoting their businesses on Facebook is that Meta’s move to limit links on organic posts is currently just a test. The bad news is there’s a better than fair chance the tech giant will not only make the two-free-monthly-links-policy permanent, but possibly extend it to its other social platforms like Instagram. The reason? The trial restriction reflects Meta’s ongoing efforts to wring as much profit from its various business units as possible.
The alert sent to Facebook business account holders noted that the only way to avoid the link limitation is to “(s)ubscribe to Meta Verified” for the monthly fee of $14.99. That premium option already offers users a badge vouching for their company’s legitimacy, and also provides protective measures against fraudsters impersonating them.
Several media reports have quoted Meta officials stressing the trial nature of the link limitation. Social media expert Matt Navarra was among the first people to alert other business account holders to the change, and offered Meta’s reasoning behind it.
“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,” Navarra wrote in a Facebook post, in which he initially seemed to try calming any fears the expensive update will remain in place for good. “This isn’t enforcement or a platform-wide rule change — it’s a small, controlled test.”
But in subsequent posts, Navarra changed his tone, noting Meta’s continued quest to monetize as many aspects of its social media platforms as possible. Those reminders were unlikely to have allayed his readers’ fears that the current trial forcing Facebook business account holders to subscribe to Meta Verified isn’t the next step in the company’s profit-enhancing process.
“(I)t does reinforce a broader direction,” Navarra acknowledged. “Meta Verified is increasingly being treated as a trust layer, not just a badge. If this expands, it would mark a meaningful shift.”
In some ways, it already does.
Not only will Facebook business account holders be limited to two monthly free links in their messages — which most use to drive followers or customers to their content. In its restriction notice, meanwhile, Meta underlined that those two freebies should be used on the very first day of each month, because “unused posts won’t be rolled over” for use later on.
Even in the restriction’s current test, Navarra noted, creators and small business marketers are effectively watching their unlimited link publishing capabilities being placed behind the Meta Verified paywall.
“This isn’t really about verification as much as about bundling survival features behind a subscription,” Navarra told the BBC. “If you’re a creator or a business, I think the message is essentially if Facebook is a part of your growth or traffic strategy, that access now has a price tag attached to it… And that’s new in its explicitness, even if it’s been the direction of travel for a while.”
In other words, don’t be shocked if the current test becomes a permanent rule — and starts migrating to other Meta social platforms. Anticipating that, Navarra offered affected entrepreneurs a valuable communications reminder.
“Tests like this underline why building a business that’s overly dependent on any one platform’s goodwill is incredibly risky,” he told the broadcaster, saying this kind of squeezing will likely increase over time. “For creators it reinforces a pretty brutal reality that Facebook is no longer a reliable traffic engine and Meta is increasingly nudging it away from people trying to use it as one.”
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Bruce Crumley
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