Meta Trials Charging Users for Sharing Links, Possibly Striking a Hard Blow to Publishers
Facebook's parent company, Meta, is conducting a limited test where users without a paid subscription could be restricted to posting just two links to other sites per month.
Details of the Test
This pilot program 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 broader impact could be significant.
"Beginning 16 December, certain Facebook profiles without Meta Verified will be restricted to posting two organic posts per month."
A History of Retreat
This move follows Meta's multi-year strategic withdrawal 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.
Publishers previously faced a massive drop in website visitors following a 2023 decision to show less news in favor of short-form and engaging video. Although visits were starting to rebound in 2024, it was still lower by approximately half compared to the previous year.
The Push for Subscriptions
The new test is understood to be a broader campaign to encourage users to sign up for Meta Verified. This paid tier costs from £9.99 to nearly £400 monthly and offers extra features like a verified badge and enhanced security.
- Meta's spokesperson stated: "This is a small experiment to see if the ability to publish an greater number of posts with links adds additional value for Meta Verified subscribers."
- Analysts theorize this shift towards monetization may be connected with Meta's expensive ventures in other areas, like the virtual reality and AI.
Could News Benefit Elsewhere?
Interestingly that in January, Meta announced a shift towards a tailored feed for news and politics. Subsequent analysis indicated this may have led to more news content reappearing in feeds for some users.
For example, traffic from Facebook to some major sites was said to increase by a notable margin in the first part of 2025.
In the end, this test highlights the continuing struggle between social media platforms seeking fresh income sources and publishers that rely on them for readers and visibility.
