If you use Facebook to send customers to your website, online shop or booking page, a new restriction from Meta (owners of Facebook and Instagram) could soon affect your marketing.
You may have seen in the news that some Facebook Business Pages are now limited to two posts or comments containing external links per month. After that, Facebook prompts them to pay for a Meta One subscription.
At this stage, the new limit does not affect every Facebook Business Page. But we want you to know what’s happening so you can prepare before you get hit by restrictions.
Two links can disappear quickly
An external link takes someone from Facebook to another website. That could be your:
- Website or online shop.
- Product or service page.
- Blog article.
- Booking system.
- Event registration form.
- Email newsletter sign-up page.
Think about a typical month on your Facebook Page.
Perhaps you share a blog that answers a common question, a case study that shows your experience, a new product, or a reminder to book. If each post includes a website link, you’ve already gone past two.
The restriction applies to organic content; the normal posts and comments you publish without paying for advertising. You can still share content without links, and links in paid advertisements don’t count towards the organic allowance.
So, you can keep sharing your team photos, project updates, and helpful advice. It’s the “click here to find out more” part that you may have to pay for.
The details worth knowing
Information from Meta is very vague, but current reports describe these rules for Pages already affected:
- Links in posts and comments published by your Page count.
- Putting the link into the comments instead does not avoid the restriction.
- The free allowance resets on the first of each month.
- Unused allowances do not carry over.
- Some links, mainly links to Meta’s own platforms, have exemptions.
Once you reach your allowance, Facebook may block another link post and show a subscription prompt.
Subscription pricing currently looks like:
- The Meta One Essential plan at US$14.99 a month retains the two-link limit.
- The Advanced plan at US$49.99 a month, offers eight link posts or comments a month.
However, prices, features and availability can vary by region and account. So, check the offer shown for your Page rather than relying on headline pricing.
It also looks like Instagram Posts and Reels have separate allowances, so don’t assume the same rules apply across both platforms.
How much does your business rely on Facebook links?
For businesses that regularly share blogs, case studies, products, services, events or booking links, the restriction could make it harder for you to support customers through their decision-making process.
For others, the impact may be small. If most of your content helps people get to know your business through photos and videos, you may need to change very little.
The useful question is: what role do your Facebook links play in your marketing?
Are you using it to introduce your business to new people? Stay in touch with customers? Share advice? Show your experience? Encourage bookings and sales?
A helpful blog can spark interest or answer a question. A case study can give someone confidence that you understand their needs. A team update can make your business feel familiar and approachable. A product post can encourage a purchase.
These all contribute to your marketing, even when they don’t lead to an immediate enquiry or purchase.
Getting clear on Facebook’s role helps you decide which posts need links, what success looks like and whether paying for more links supports your goals.
That gives you a much better starting point than the understandable reaction of, “Really, Facebook? Another thing to pay for?”
Should you pay for more links (Meta One)?
Possibly. But check what you’re buying before subscribing.
If sharing more links helps you reach the right people and provide useful information at different stages of their decision-making, a subscription makes sense.
It’s also worth comparing it to other ways to reach your customers.
Give customers more ways to find you
Consider Targeted Advertising
If removing those links will lead to fewer website visits, paid advertising could help fill the gap.
Google Search Ads can reach people searching for your services, while Facebook and Instagram ads can put your content directly in front of a selected audience.
Compare the cost and results with a Meta One subscription. Depending on your audience, putting that budget towards advertising may deliver better value than paying for more organic link posts.
Strengthen how people find you through search
Search engine optimisation, or SEO, can help customers find you when they search for the products or services you offer. That makes your website’s search performance a practical priority if you rely on Facebook traffic.
SEO takes time, so start building that traffic before you need to replace lost visits from Facebook.
Build your email database
A growing email database means you have more opportunities to bring people back to your website without relying on a Facebook post reaching them.
Make it easy for people to subscribe and give them a reason to join. Then send useful updates with clear links to relevant pages, whether that’s a new product, practical advice, or an upcoming event.
You don’t need to email every week. A useful monthly update is a good place to start.
Here is some advice to get started.
Get more value from each website visit
Replacing lost traffic matters, but so does making better use of the visitors you already attract.
Clear service information, customer testimonials, and easy-to-find contact buttons can help more visitors take the next step. Check your forms and booking process too.
If more visits turn into enquiries or sales, you may need less extra traffic to achieve the same result.
Get prepared before your page is affected
Start with a few practical checks:
- Watch for a notice on your page. You may only find out your Page has a link limit when Facebook blocks another link post and prompts you to subscribe.
- Review the role of your links. Consider how your blogs, case studies and other website content generate interest, provide advice, build confidence, and encourage enquiries.
- Prioritise your links. Identify which upcoming posts should have an external link. Decide which content matters most to your audience.
- Review your website and search performance. Check whether customers can find you and take the next step.
- Compare your options. Consider how a subscription, advertising, search, and email could help you get your business, brand, and content in front of the right people.
Facebook can still play a useful role in helping people discover your business, get to know you, and feel confident about choosing you. The aim is to give your content several ways to reach customers, wherever they are in their decision-making process.
At Muritai Group, we help you work out where to focus and put the right marketing activity in place. If these changes have raised questions about your approach, talk to us about your next steps.
Note: Information last checked on 23 October 2026. Meta continues to test and change features.