Facebook Subscription Model Is Changing the Game
Facebook is once again in the news as it experiments with a surprising and controversial update — a new Facebook subscription costing £9.99 per month that limits users to sharing only two links unless they pay. This test, rolled out quietly in the UK and the US, is already creating major buzz among creators, digital marketers, and social media strategists.
The update signals a new direction for Meta, where the company appears to be monetising features that were previously free, especially those related to reach, visibility, and traffic distribution.
Throughout this article, you will explore how the Facebook subscription test works, why Meta is pushing this strategy, and how it could reshape social media marketing in 2025 and beyond. Most importantly, we examine what creators and businesses should do next.
What Is the New Facebook Subscription Test?
The new test places a limit on the number of outbound links a user can share per month unless they subscribe to a paid plan. According to multiple notifications seen by users:
- Regular users in the test group can only share two links per month
- To unlock unlimited link sharing, Facebook requires a £9.99 per month subscription
- The limit applies mainly to people using Professional Mode and Pages, which means creators and brands are the key targets
This effectively puts a paywall on external link distribution, something that has always been a free and essential part of the platform.
Why Is Facebook Testing This Subscription?
Meta confirmed that this is a “limited test” to understand whether allowing extra link sharing provides additional value to subscribers. However, industry experts believe the true motivation is deeper.
Monetising the Creator Ecosystem
Creators depend on link sharing to drive traffic to:
- Blogs
- YouTube
- News websites
- E-commerce stores
- Affiliate links
- Landing pages
- Courses
By restricting this activity, Meta indirectly pushes creators toward the £9.99 Facebook subscription.
A Shift Similar to Twitter (Now X)
After X rolled out its paid verification and algorithm boosts, Meta followed with Meta Verified.
Now Meta appears ready to replicate another part of X’s model:
➡️ Pay to unlock visibility and distribution.
Business Model Evolution
Social media platforms are increasingly shifting towards:
- Subscription revenue
- Paid visibility
- Monetisation of essential tools
Facebook subscription: This link-sharing restriction fits that pattern perfectly.
Matt Navarra’s Reaction: “Basic Ability Now Has a Price Tag”
Social media expert Matt Navarra, who was also among those restricted, described the move as a strong sign of Meta’s bigger plan. He said:
“This isn’t really about verification. It’s about putting survival features behind a subscription.”
His points highlight the shift:
- Meta once charged for verification
- Now it is charging for distribution
- Basic functions that creators relied on are no longer free
- Businesses depending on Facebook for traffic will face higher costs
Navarra calls this the “brutal reality” of today’s social media landscape.
How the Facebook Subscription Limit Works
Below is a simple breakdown of how the restriction functions for users in the test group.
| Feature | Free Users | Facebook Subscription (£9.99) |
| Link shares per month | 2 links only | Unlimited |
| Post reach | Standard | Possibly higher with Verified |
| Support | Basic | “Enhanced” support |
| Account protection | Limited | Stronger safeguards |
| Professional Mode tools | Limited | Full access |
This layout clarifies that Meta is combining multiple perks under one umbrella to justify the monthly fee.
Impact of the Facebook Subscription Test on Different User Groups
The new system affects every category of Facebook users differently. Let’s break it down.
Impact on Creators
Creators are arguably the hardest hit.
Facebook subscription: How it affects them
- They use Facebook to share links to videos, articles, and brand deals
- Only two links per month makes this impossible
- Traffic from Facebook may drop significantly
- Organic reach has already declined over the years — this accelerates the trend
Creators will now face decisions
- Subscribe
- Reduce link sharing
- Move audiences to other platforms
- Shift to posting more native content
Many creators already struggle with reach; forcing payments might push them away.
Impact on Businesses
Businesses rely on link sharing to:
- Drive leads
- Promote offers
- Share product pages
- Build brand awareness
A two-link limit could disrupt:
- Retail promotions
- Service pages
- News updates
- Restaurant menus
- Real estate listings
This means companies may start budgeting for a mandatory Facebook subscription.
Facebook subscription: Impact on News Publishers
News organisations share dozens of links daily.
A limit like this can:
- Reduce referral traffic
- Damage visibility
- Push them toward paying
- Force dependency on paid distribution
This could reshape the digital news ecosystem entirely.
Impact on Regular Users
For normal users, the impact may feel small initially.
But if:
- Events need promoting
- Fundraisers need sharing
- Small business owners use personal profiles
It could become restrictive very quickly.
Meta Verified and Facebook Subscription: How Do They Connect?
Meta Verified is a paid plan offering:
- Blue tick
- Enhanced support
- Better impersonation protection
- Increased reach
Now the new Facebook subscription adds:
- Unlimited link sharing
- Additional posting privileges
Many experts believe Meta is building a tiered subscription system that encourages:
- Individuals to upgrade
- Creators to pay more
- Businesses to subscribe to multiple packages
Meta is becoming similar to:
- YouTube Premium
- X Premium
- Reddit Premium
Where essential features gradually move behind a paywall.
Why Meta Is Restricting Link Sharing
Meta wants users to stay inside Facebook, not leave.
Links pull people off the platform
Every outbound click means:
- Reduced ad impressions
- Lower engagement
- Decreased user retention
So Meta is reducing link usage to keep users within the Facebook ecosystem.
Links promote external businesses
When creators share:
- YouTube videos
- Affiliate products
- Blog articles
Meta gets no revenue
But with the subscription model—Meta earns directly.
Link content has lower engagement
Posts with links often get fewer likes and shares, affecting the platform’s quality metrics.
Comparison with Elon Musk’s X Subscription Strategy
Elon Musk set the trend with:
- Paid verification
- Boosted visibility
- Prioritising paid users in replies
- Monetising essential tools
Meta is now following the same playbook, step-by-step.
Similarities
- Both restrict reach for free users
- Both offer boosts via subscription
- Both push creators toward paying
Differences
- Meta is more subtle
- Meta has a larger, more diversified creator ecosystem
- Meta is bundling multiple features together
Why This Facebook Subscription Test Matters for Digital Marketers
If you rely on Facebook for:
- SEO traffic
- Social media marketing
- Lead generation
- E-commerce sales
- Audience building
This update has significant long-term effects.
Key concerns
- Organic traffic will drop
- Brands may need bigger budgets
- Ads might become the only reliable channel
- “Free marketing on Facebook” may become history
- Creators may migrate to platforms like YouTube or LinkedIn
This is a major shift in the digital economy.
What Creators Should Do Now
Creators must adapt immediately.
Here are the best strategies:
Build an email list
Stop relying solely on social media algorithms.
Diversify platforms
Use:
- YouTube
- Instagram
- LinkedIn
- TikTok
- Your own website
Post more native content
Native videos, reels, stories, and carousels perform better.
Create a private community
WhatsApp channels, Telegram groups, and Discord provide controlled reach.
Strengthen your personal brand
So that followers will seek you out directly.
What Businesses Should Do Now
Businesses must take proactive steps.
Reduce dependency on Facebook
Diversify your marketing mix:
- Google Ads
- Instagram
- SEO
- Email campaigns
- YouTube advertising
Prepare for paid subscriptions
If Meta makes this permanent:
- Add £9.99 to your monthly budget
- Track ROI
- Focus on high-quality organic content
Improve website SEO
So traffic doesn’t depend entirely on Facebook.
Future of Facebook: What This Subscription Test Suggests
This test indicates:
- Facebook is moving to a subscription-heavy model
- Free reach will reduce further
- Core features will eventually require payments
- Creators will be financially pressured
- Businesses must rely more on ads
Meta will “optimise for Meta first,” as Navarra said.
Is This the End of Free Social Media Marketing?
Not exactly — but it’s definitely changing.
For years, businesses enjoyed:
- Free Facebook posts
- Free link sharing
- Free reach
- Free promotion
But today:
- Reach is lower
- Visibility is pay-to-play
- Tools are behind subscriptions
- Link sharing may now require monthly fees
This is the beginning of a new social-media economy.
How This Affects the Creator Economy in 2025
The creator economy depends on:
- Organic distribution
- Link sharing
- Brand collaborations
- Multi-platform posting
But:
- Link restrictions limit brand deals
- Creators will lose analytics and reach
- Paid postings will become mandatory
- Smaller creators may struggle financially
This is a seismic shift in the industry.
Will the Facebook Subscription Become Global?
Most experts think yes, because:
- Meta rarely tests without rollout intention
- Subscription revenue is stable
- Platforms globally are shifting to paid models
- Advertiser dependence is decreasing
- Users are less likely to migrate away from Facebook
Even if not immediately, the future seems clear.
Final Thoughts: What Users Should Learn From This Change
The biggest lesson is simple:
Do not build your entire business on rented platforms.
Facebook, Instagram, TikTok, X — all can:
- Restrict features
- Change algorithms
- Reduce reach
- Charge for features
- Ban accounts
Creators and businesses must take ownership of their audiences.
Facebook subscription Test Is a Turning Point
The new £9.99 Facebook subscription, which limits link sharing to only two links per month for free users, is a bold and controversial move. It highlights a broader trend in the social media world: subscription-based monetisation is the future, and free reach is rapidly disappearing.
For creators, businesses, marketers, and publishers, this update is a wake-up call. It’s time to diversify, build owned platforms, and prepare for an era where social media distribution may no longer be free.
Facebook’s test is more than just a feature update — it’s a new chapter in digital marketing.
