Facebook Testing Controversial Limit That Hits Users With $11.99 Fee for Basic Feature

For nearly 15 years, the core promise of Facebook was that it would be "free and always will be." While they changed the slogan to "it's quick and easy" in 2019, the concept still held somewhat true, at least until Meta rolled out the latest test. Some users in the United States and the United Kingdom may have already seen the new update that Mark Zuckerberg and company are considering, which would put a restriction on one of Facebook's most common activities.

The controversial new limit would impose a subscription fee on users to use the platform in a way many do daily—sharing links. It comes after the company previously rolled out Meta Verified, a paid service offering a blue check, additional account support, and protection against impersonation on both Facebook and Instagram.

The 'Two-Link' Limit: How the New $11.99 Paywall Works

In a surprising message, some users were informed that their accounts would be restricted to just two link posts per month, as Dexerto detailed. According to the report, the test appears to be primarily for those using professional mode or Facebook Pages, which businesses typically use for promotion.

Meta confirmed the two-link test to the BBC, calling it a limited test to determine whether increased link posting adds value for subscribers. If users who receive the prompt want to continue posting an uncapped number of links, they'll pay $11.99 (or £9.99).

Speaking to the BBC, social media analyst Matt Navarra explained that he received the notification on Dec. 16 and added that Meta is providing additional functionality behind the paywall.

"This isn’t really about verification as much as about bundling survival features behind a subscription," Navarra said.

"If Facebook is a part of your growth or traffic strategy, that access now has a price tag attached to it," Navarra said.

Here's a look at the current test Facebook is pushing out on a limited basis:

• Select users are prompted to subscribe to continue sharing links as usual.
• The test is currently only being done in the US and the UK.
• To continue sharing unlimited links, the user would be charged $11.99 (or £9.99).
• If users opt not to pay the fee and have received the message, they can only share two links per month.
• It's believed the initial test is focused on professional accounts and/or Facebook Pages.

The big question is whether Meta will roll this out across the social media platform on a broader scale. There's no specific timeframe for the test or details on the likelihood that it will become the norm across all of Facebook.

Testing the Waters: Why Meta Is Targeting Link Sharing

While there are obviously several motivations behind Facebook's paywall feature, the overarching one is likely revenue growth. While Facebook and Instagram previously utilized Meta Verified as a paid option to benefit users, this is another one that could be significant for businesses, content creators and influencers.

The other aspect is that Meta could be targeting spam and bots by charging for subscriptions and limiting the number of links per user. Whether that will prove impactful is unknown, but there's at least a decent chance that those who fly around social media dropping the same link in as many places as possible wouldn't want to pay a fee to continue doing so.

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