Facebook has introduced one of its biggest organic posting changes in years – and if you rely on link posts to drive traffic, this is one update you can’t ignore.
From mid-December, Facebook has begun limiting many accounts to just two external link posts per month. This affects business Pages and profiles using Professional Mode that are not Meta Verified.
Below, we explain exactly what’s changed, what still works, and how small businesses can adapt their content strategy without losing visibility or momentum.
In short
Facebook now limits most non–Meta Verified Pages and Professional Mode profiles to two link posts per month. Links placed in comments, affiliate links, and links to Meta-owned platforms such as Instagram, WhatsApp and Facebook are not restricted. To maintain reach, businesses should move routine links into comments, use more non-link formats like carousels and Reels, and reserve their two monthly link posts for high-impact actions such as launches, events or lead magnets.
What has Facebook changed (now)?
Most non-verified accounts can now publish:
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Only two organic feed posts per month that include external links
This applies to:
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Facebook Pages
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Profiles using Professional Mode
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Small businesses, creators and service providers sharing links to websites, landing pages, blogs or sign-up pages
Your link allowance resets on the first day of each month.
What isn’t limited?
Facebook has confirmed several important exceptions. These remain unlimited:
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Links in comments
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Affiliate links (for supported partners)
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Links to Meta-owned platforms (Facebook, Instagram, WhatsApp)
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Ads and boosted posts
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Links sent via direct messages
In short, it’s link posts in the feed that are restricted – not links everywhere.
Why is Facebook doing this?
Meta hasn’t published a detailed explanation, but the direction is clear.
This change aligns with Facebook’s ongoing push to:
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Reduce low-quality or spam-style link posts
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Keep users on the platform for longer
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Encourage more creators and businesses to use Meta Verified or paid promotion
Outbound links have been losing organic reach for years. This update simply formalises that shift.
Who will feel this change the most?
You’re likely to be affected if you:
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regularly post links to promote offers, events or content
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use Facebook as a key traffic or lead-generation channel
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rely on Professional Mode to grow a newsletter or audience
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schedule frequent link posts as part of your content routine
If your strategy has been “post the link and move on”, it will need refining.
How small businesses should adapt
This isn’t a crisis – it’s a nudge toward smarter content planning. Here’s how to stay visible.
1. Prioritise your two monthly link posts
Treat them as high-value slots. Use them for:
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launches
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workshops or events
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lead magnets
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major content releases
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seasonal campaigns
If it’s not important enough to justify one of the two, it probably doesn’t need a feed link.
2. Move everyday links into the comments
Facebook has confirmed that links in comments are not restricted.
This will quickly become the new norm:
Post your content → add the link in the first comment → invite engagement.
3. Increase non-link content formats
Formats that perform well without links include:
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carousels
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Reels
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educational or opinion-led posts
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storytelling and behind-the-scenes content
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short-form insights taken from longer pieces
These help build reach, trust and familiarity without using up your link allowance.
4. Repurpose your content more intentionally
One strong idea can fuel multiple posts across formats.
A single blog or video can become:
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several feed posts
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a carousel
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a Reel
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newsletter copy
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talking points for stories
This keeps your content working harder without relying on outbound links.
5. Track what your link posts actually achieve
With only two link posts available each month, their performance becomes much clearer.
Pay attention to:
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clicks
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conversions
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engagement
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whether the content truly deserved a link slot
This insight will quickly sharpen your strategy.
Is this the end of organic reach on Facebook?
No – but it is the end of casual, unlimited link posting.
You now have two chances each month to send people elsewhere. Make those posts count.
Everything else should focus on:
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building trust
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staying visible
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creating demand
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starting conversations
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positioning your expertise
Businesses that adapt early will feel the least disruption.
What should you do next?
If you’re unsure how to restructure your content calendar – or you want help deciding which two links should be your monthly priorities – this is exactly the kind of strategic planning we support at 24 fingers. Book in a complementary growth strategy session and we’ll make your two links work harder than a group chat admin on a hen do.
