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Facebook's parent company, Meta, is running a small-scale trial where users without a paid subscription could be restricted to posting just 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 monetize their posts. While news organizations are not part of this test, the long-term implications could prove substantial.

"Starting 16 December, some Facebook accounts without Meta Verified will be limited to sharing two free posts per month."

Stepping Back from News

This action comes after years of Meta strategic withdrawal from hosting news content. Industry analysts point out that after ending deals to pay publishers and blocking news links in Canada, Meta has signaled strongly that news is no longer strategic.

Publishers already experienced 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 around 50% compared to the previous year.

The Push for Subscriptions

This latest trial is understood to be a wider effort to persuade people to subscribe to Meta Verified. This subscription service 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 limited test to see if the option to post an greater number of posts with links adds additional value for paying users."
• Analysts theorize this shift towards monetization may be connected with Meta's costly investments in other areas, like the metaverse and AI.

A Potential Silver Lining?

It is worth noting that in January, Meta announced a shift towards a more personalized approach for political content. Later reports indicated this could have resulted in more news content showing up again for some users.

As one instance, traffic from Facebook to some major sites reportedly grew significantly in the first part of 2025.

In the end, this test highlights the continuing struggle between social media platforms seeking new revenue streams and publishers that rely on them for traffic and audience reach.