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Facebook's parent company, Meta, is running a small-scale trial where users without a paid subscription may be limited to sharing only two external web links per month.

Details of the Test

This experiment currently involves a selection of Facebook profiles using Professional Mode features, which is often used by creators and influencers to earn money from their posts. Although publishers are excluded from this trial, the broader impact could prove substantial.

"Starting 16 December, certain Facebook profiles without Meta Verified will be limited to sharing two organic posts per month."

Stepping Back from News

This move follows Meta's multi-year deliberately retreating from news distribution. Media consultants note that after ending deals to pay publishers and restricting news sharing in Canada, Meta has signaled strongly that news is no longer strategic.

Media companies previously faced a steep decline in website visitors following a policy change last year to de-prioritise news in favor of more videos and viral content. While traffic had been recovering in 2024, it was still lower by approximately half compared to the previous year.

Driving Verified Sign-ups

The new test is seen as part of a broader campaign to persuade people to subscribe to Meta Verified. This paid tier costs from £9.99 to almost four hundred pounds monthly and offers extra features like a verified badge and improved account protection.

• Meta's spokesperson stated: "This is a small experiment to understand whether the option to post an greater number of posts with links adds additional value for paying users."
• Some experts suggest this move to charge for reach may be linked to Meta's costly investments in other areas, like the metaverse and artificial intelligence.

Could News Benefit Elsewhere?

It is worth noting that in January, Meta announced a shift towards a tailored feed for news and politics. Subsequent analysis indicated this could have resulted in more news content showing up again for some users.

For example, traffic from Facebook to some major sites was said to increase significantly in the first part of 2025.

In the end, this trial underscores the ongoing tension between giant tech networks seeking new revenue streams and publishers that rely on them for readers and visibility.