Meta Trials Charging Users for Sharing Links, Possibly Striking a Hard Blow to News Outlets
Meta, the company behind Facebook, is running a small-scale trial where users without a Meta Verified account could be restricted to sharing only two links to other sites per month.
Details of the Test
This experiment currently involves a subset of Facebook pages operating in Professional Mode, which is typically utilized by content creators to monetize their posts. Although publishers are excluded from this trial, the broader impact could be significant.
"Starting 16 December, certain Facebook profiles without Meta Verified will be limited to sharing two free posts per month."
Stepping Back from News
This move follows Meta's multi-year deliberately retreating from news distribution. Industry analysts point out that after ending deals to pay publishers and blocking news links in Canada, Meta has made it clear that news is no longer strategic.
Publishers previously faced a steep decline in online traffic following a policy change last year to show less news in favor of more videos and viral content. Although visits were starting to rebound in 2024, it was still lower by around 50% compared to the previous year.
The Push for Subscriptions
The new test is seen as part of a broader campaign to encourage users to sign up for Meta Verified. This paid tier costs from £9.99 to nearly £400 monthly and provides additional perks like a blue checkmark and enhanced security.
- A company representative said: "This is a limited test to see if the ability to publish an increased volume of posts with links provides extra benefit for paying users."
- Analysts theorize this move to charge for reach may be connected with Meta's expensive ventures in other areas, like the metaverse and AI.
A Potential Silver Lining?
It is worth noting that in January, Meta announced a shift towards a more personalized approach for news and politics. Subsequent analysis indicated this could have resulted in more news content reappearing in feeds for some users.
As one instance, visitors referred by Facebook to some major sites was said to increase by a notable margin in the early months of this year.
In the end, this test highlights the continuing struggle between social media platforms seeking new revenue streams and news organizations that depend upon them for readers and visibility.
