In a move that could serve another blow to news outlets and digital publishers already struggling for online reach, Facebook is testing a new system that could restrict how often users share web links unless they pay for a subscription.
According to reports, Meta has acknowledged that it is conducting a “limited test” where users without a Meta Verified subscription will only be permitted to share two external links each month. The paid subscription starts at £9.99 per month and can rise significantly depending on the tier.
The trial seems to be focused on a specific group of Facebook pages and user profiles configured under Professional Mode, a feature typically utilised by content creators aiming to monetise their posts. Although news organisations are not part of this test, the limitations could adversely affect publishers by restricting how frequently users can share their articles.
The move comes as newsrooms are still recovering from Meta’s earlier decision to deprioritise news content in favour of short-form videos and viral posts. Although traffic from Facebook to news sites showed signs of recovery earlier this year but some estimates show it fell by as much as 50% year-on-year in 2024.
Screenshots circulating online indicate that Facebook is notifying users that, starting December 16, profiles lacking Meta Verified accounts will encounter limits on “organic” link-sharing unless they subscribe. The message promotes paid verification as a way to unlock more link-sharing, alongside added features and account security.
Media analysts say the experiment fits into Meta’s broader shift away from news. David Buttle, founder of media consultancy DJB Strategies, said the company has been steadily retreating from journalism for years, pointing to its withdrawal from publisher payments and its decision to block news links entirely in Canada following regulatory disputes.
“This latest experiment reinforces a shift away from free distribution and towards monetising reach,” Buttle said, adding that Meta appears focused on extracting more value from its legacy platforms as it pivots towards artificial intelligence after costly investments in the metaverse.
Nonetheless, Meta has minimised the significance of the trial. A representative mentioned that the test aims to evaluate whether the ability to share more links is beneficial for Meta Verified subscribers, emphasising that it remains limited in scope.
Earlier this year, Meta also revealed it would allow users to view more political content if they so desired, a modification that analysts say has already contributed to a slight resurgence of news on the platform. Data cited by Press Gazette and Similarweb indicates that Facebook traffic to certain outlets, like the Express, rose sharply, with the platform being responsible for the majority of the paper’s social media referrals in March.