If you use Facebook to direct people to your organisation’s website, what would you do if you could only share 2 external links a month?
This limitation is already happening to some Facebook Pages and Professional Mode profiles. It hasn’t reached every account yet, but more Page managers are reporting that they have received a notification.
For charities, care providers and other purpose-driven organisations, this change could influence how you promote your services, or generate enquiries or donations.
So, what is Facebook’s two-link limit, how could it impact your strategy and what can you do to prepare for it?
What is Facebook’s two-link limit?
In December 2025, Meta confirmed it was testing a limit on external links in organic posts.
At the time, some Facebook Pages and Professional Mode profiles without Meta Verified were told they would only be able to share 2 external link posts each month. Some of the latest notifications suggest that external links added to both posts and comments may count towards the monthly limit.
Meta has now also introduced Meta One, a paid subscription service that offers businesses and creators more options for sharing links.
Meta hasn’t confirmed that the two-link limit will be rolled out to all business Pages and Professional Mode profiles, but it looks like it’s heading that way. Affected users are being encouraged to pay for a subscription if they want to share more links.
The potential impact on your organisation
The impact will depend on how much your organisation relies on Facebook to direct people to its website.
If you’re currently sharing a lot of links and they are driving traffic to your website, the restriction could reduce that traffic. However, it’s been known for years that posts containing external links often receive less reach, and therefore organisations have been encouraged to use other formats like reels. Ultimately, Meta wants to keep you on Facebook. Because of this, the restriction may not have a significant effect on every organisation’s overall Facebook reach.
However, reach isn’t the only thing that matters.
Charities still use Facebook to direct people towards fundraising appeals, event pages, impact stories and volunteering opportunities. Care providers may use links to generate enquiries or recruit staff, while training providers may want people to view a course or book a place.
Even if a link post reaches fewer people, it can still be valuable if the right people click and take action. The important question isn’t only how much reach your link posts receive. It’s whether those links are helping your organisation achieve its objectives.
What this could mean for your Facebook strategy
If the restriction reaches your account, purpose-driven organisations may need to approach Facebook a little more like Instagram.
There are several ways you could adapt your approach:
- Create more content that isn’t dependent on a link. Rather than directing people to your website in every post, share useful content directly on Facebook. This could include posts, carousels and videos that answer questions, explain your services or show the impact of your work.
- Prioritise your external links. Instead of sharing every new blog, event or webpage, think about which links contribute most directly to your objectives.
- Use DMs where relevant. For example: “If you’d like the guide, send me a message with the word GUIDE and I’ll send you the link.” I wouldn’t use this for everything, though, because adding an unnecessary step could put people off.
- Make better use of the permanent link on your page. You could use it to direct people to a landing page containing your most important links. This could be a page on your own website or one created using a tool such as Linktree. You could then refer people to that link from your posts, similar to the “link in bio” approach used on Instagram.
How to start preparing today
Check whether Facebook has sent your account a notification about the link limit. Some Page managers are receiving a pop-up alert headed “Get more links with Meta One”.
Review the links you’ve shared over the past few months. Which generated valuable website visits, enquiries, bookings, applications or donations? If you could share only two external links a month, which would contribute most to your objectives? A care provider might prioritise its service enquiry and recruitment pages, while a charity might choose a current campaign and its donation or volunteering page.
Make sure any permanent website link and action button on your Page are up to date and lead people to the most useful destination.
Consider how dependent you are on Facebook for website traffic. Your website and email list are channels you have more control over, so Facebook shouldn’t be your only route to your audience.
I wouldn’t subscribe to Meta One automatically. Find out whether your account is affected, how often you genuinely need to share external links and what those links achieve. You can then decide whether the additional options are worth paying for.
You don’t need to change everything now, but it is worth understanding how much your organisation relies on Facebook links before the restriction reaches your account.
If you need some help changing your Facebook strategy or want someone to implement this for you, contact me today.