Meta Platforms Inc., the company behind Facebook, has launched a controversial new test that places a strict limit on how many links certain users can share on the platform unless they pay a monthly subscription fee. This move signals a significant shift in how the social media giant plans to monetise features that were once completely free.
The Details of Facebook's New Link Posting Trial
The experiment, which started recently, directly impacts users who have enabled professional mode and those who manage Facebook Pages. Under the new test rules, these accounts will be restricted to sharing only two links per month in their posts if they are not paying subscribers.
To post links more freely, users must subscribe to Meta Verified. This premium service now includes increased link-posting capacity, but it comes at a cost starting from $14.99 (approximately £9.99) per month. A Meta spokesperson explained the trial is "a limited test to understand whether the ability to publish an increased volume of posts with links adds additional value for Meta Verified subscribers."
It is important to note that the restriction does not apply to all link sharing. Users can still share affiliate links, post links in comments, and share content within Meta's family of apps, including Instagram and WhatsApp. The company has also indicated that publishers are currently excluded from this initial test phase.
A Broader Trend in Social Media Monetisation
Social media strategist Matt Navarra said this test highlights a clear industry shift. "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," he stated. Navarra added that this is a stark reminder that "Meta will always optimise for Meta, first."
He drew direct parallels between Meta's new strategy and Elon Musk's overhaul of the X platform (formerly Twitter), where core features have been placed behind a paywall. "This isn't really about verification as much as about bundling survival features behind a subscription," Navarra observed.
This test occurs amidst wider debates about paid verification and content access. Earlier in December 2025, the European Commission fined X €120 million for allowing users to pay for blue verification badges without proper identity checks. U.S. officials, including Secretary of State Marco Rubio and FCC chair Brendan Carr, criticised that action as regulatory overreach.
Implications for Creators and Businesses in Nigeria and Beyond
The new Facebook policy presents a growing challenge for creators, businesses, and media outlets that rely on the platform to drive audience traffic. Navarra cautioned that over-reliance on any single platform now carries a direct financial risk, as sudden changes to posting limits and algorithmic control can severely restrict reach.
This experiment reflects the increasing tension in the social media landscape, where platform control, native content promotion, and monetisation are increasingly clashing with user experience and attracting regulatory scrutiny. The era of using social media as a free, unlimited broadcast tool is fading, replaced by a model where subscription features and algorithmic prioritisation are central to strategy.
For Nigerian digital entrepreneurs, content creators, and small businesses, this development is a critical alert. Diversifying audience reach across multiple platforms and owned channels (like websites and newsletters) is becoming not just wise, but essential for financial sustainability in the digital space.
