Remember how I've said social media platforms can change the rules whenever they like? Well, Meta's just given us another example of exactly that!
I was working on a Facebook post for one of my clients recently when up popped a message telling me they'd used their allowance of website links for the month.
I thought, hang on, what?
Turns out, they can now only publish TWO Facebook posts or comments containing external website links per month unless they pay for a Meta One subscription.
Two! For a business that regularly shares products, promotions and information from its website, that's a bit of a pain in the butt.
And of course, being me, I had to do a bit of investigating!
So, what's Meta up to now?
In September 2026, Meta introduced Meta One, a new subscription service offering additional features for businesses, creators and individuals.
As part of the rollout, some Facebook business Pages are being restricted to just two organic posts or comments containing external website links each month.
Want to share more links? You may need to pay for a subscription.
Now, before you panic, this hasn't happened to every business Page yet. Some are affected, others aren't.
But if you regularly use Facebook to send people to your online shop, booking page, website, latest blog or special offers, it's something you need to know about.
And before you try a few tricks...
I did some testing on my client's Page through Meta Business Suite, to see exactly what I could and couldn't publish.
Here's what I found:
Full website address with www. Nope, blocked.
Website address without www. Still blocked.
A domain ending in .co.nz. Meta recognised it as a website link, even without the www.
"Browse our website" without including the actual address. That was fine.
"Visit our website" without a URL. Also fine.
"Link in bio" without a URL. Allowed too.
So simply leaving the www. off your address isn't going to help.
And what about the old trick of putting the link in the comments instead?
Unfortunately, Meta's new allowance also includes website links posted in comments by your business Page. So that doesn't solve the problem either.
These are my own testing results on one affected Page, and Meta is still rolling out the changes, so you might find things behave differently on yours.
How much does Meta One cost?
Meta One has several subscription options, but here's the catch.
The entry-level Essential business plan doesn't increase the two-link allowance. To share more website links, affected businesses need to look at the higher subscription tiers.
Advanced starts at US$49.99 per month, with higher-priced plans available for businesses that need even more features and links. Actual pricing and availability can vary by account and country.
That's another ongoing expense to consider, especially for small businesses already juggling plenty of subscriptions.
And no, you don't automatically need to sign up. It really depends on whether your Page has been affected and how important those website links are to your marketing.
But there's a bigger issue here...
I've said it before, and I'll probably say it again (quite a few times!).
Your Facebook Page is not your website, and your Facebook followers are not your email database.
You're using someone else's platform, and they get to make the rules.
They decide how your content is displayed, how much reach it gets, what features you can use and, increasingly, which of those features you need to pay for.
You might have spent years building your Facebook audience, only to wake up one morning and discover that something you've always done is now restricted.
And that's exactly why I keep encouraging businesses to invest in their owned media.
What is owned media, and why does it matter?
Put simply, owned media is the marketing channels and content you have much more control over.
Your website
It's your own place online. Somewhere customers can find information about your business, browse products, read helpful content, book appointments or get in touch.
You're not relying on Facebook deciding whether your latest post should appear in someone's newsfeed.
And a well-structured website can also help people find you through Google and increasingly through AI search.
Your email database
This is one of my favourites!
A list of people who have chosen to hear from your business.
Whether that's 50 subscribers or 5,000, you can communicate with them directly rather than hoping an algorithm decides to show them your latest news.
You can tell them about new products, share useful advice, promote events or simply keep in touch.
Of course, email marketing still has rules, and you need permission to contact people. Websites and email platforms also have costs and technical considerations. But you have much more control over your customer relationships and how you communicate.
And importantly, you can export your email database and move it to another provider if you need to.
Does this mean Facebook is no longer worth using?
Absolutely not!
I still think Facebook and Instagram are valuable marketing tools, particularly for small businesses.
They're great places to share stories, photos, updates, tips and behind-the-scenes moments. To build awareness, start conversations and remind people that you're there.
But you don't need to include a website link in every post.
Sometimes the purpose is simply to get people thinking about your business, build trust or encourage a conversation.
Other times, you really do want someone to visit your website to make a booking, buy a product or read more.
The important thing is knowing the difference.
And if Facebook is only one part of your marketing, changes like this become less disruptive.
So, what should you do now?
Before you rush off to pay Meta another monthly subscription, here are a few things I'd suggest.
1. Check whether your Page is affected.
Meta hasn't rolled this out to everyone, so you may still be able to share links as normal.
2. Think about which posts really need a website link.
If you're limited to two, use them wisely. Perhaps for an important promotion, product launch or event where you particularly want people to take action.
3. Make sure your website is doing its job.
Is it up to date? Easy to navigate? Does it answer your customers' questions and make it simple for people to contact you or buy from you?
4. Start building your email database.
If you haven't already, now would be a good time. Make it easy for people to subscribe and give them a reason to want to hear from you.
5. Don't put all your marketing eggs in one basket.
Facebook, Instagram, Google, your website, email marketing and even good old-fashioned word of mouth can all play a part.
You don't need to do everything, but relying entirely on one platform leaves your business pretty vulnerable when the rules change.
And the moral of the story?
I'm not suggesting we all abandon Facebook tomorrow.
But I do think this is another reminder that your marketing needs to work for your business, not just for Meta.
Social media is useful. Very useful, in fact.
But it's only one piece of the marketing puzzle.
So if you've been putting off updating your website or starting that email newsletter because Facebook has been doing the job, maybe this is the nudge you needed.
Because while Meta can change its rules whenever it likes, you can make sure your business isn't relying on those rules staying the same.
And who knows what they'll come up with next!
If you'd like some help getting your website, email marketing and social media working together, get in touch. That's exactly the sort of thing I love helping small businesses with.
Information current as at 16 October 2026. Meta One features, restrictions and subscription prices may change as the rollout continues.
References
Meta: Introducing Meta One (15 September 2026). Official announcement covering subscription plans, features and starting prices.
NC State Extension: New Facebook Link Limits (updated 7 October 2026). Independent explanation of the Facebook Page restrictions and practical implications.
Sprout Social: Facebook Link Limits and Meta One (1 October 2026). Confirms the two-link allowance for selected Pages and that links in Page comments are included.
