Meta Trials User Fees for Posting Web Links, Possibly Striking a Hard Blow to Publishers
Meta, the company behind Facebook, is conducting a limited test where users without a Meta Verified account could be restricted to posting just two links to other sites per month.
Details of the Test
This pilot program at present includes 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 prove substantial.
"Beginning 16 December, certain Facebook profiles without Meta Verified will be limited to sharing two organic posts per month."
Stepping Back from News
This action comes after Meta's multi-year deliberately retreating from news distribution. Media consultants note that after ending deals to pay publishers and blocking news links in Canada, Meta has signaled strongly that news is no longer strategic.
Media companies already experienced a massive drop in website visitors following a policy change last year to de-prioritise news in favor of short-form and engaging video. While traffic had been recovering in 2024, it was still lower by around 50% compared to the previous year.
Driving Verified Sign-ups
The new test is understood to be a broader campaign to encourage users to subscribe to Meta Verified. This paid tier costs from £9.99 to almost four hundred pounds monthly and offers extra features like a blue checkmark and improved account protection.
- A company representative said: "This is a limited test to see if the option to post an increased volume of posts with links provides extra benefit for paying users."
- Analysts theorize this move to charge for reach may be linked to Meta's costly investments in other areas, like the metaverse and AI.
A Potential Silver Lining?
Interestingly that earlier in the year, Meta stated it would take towards a more personalized approach for news and politics. Subsequent analysis indicated this could have resulted in increased publisher content reappearing in feeds for some users.
As one instance, traffic from Facebook to certain newspaper websites was said to increase by a notable margin in the early months of this year.
In the end, this trial underscores the ongoing tension between giant tech networks seeking new revenue streams and publishers that depend upon them for readers and visibility.
