Two links a month. How to post on Facebook now.

Meta is testing a limit for non-paying Pages. If your Page is in the test, you get 2 organic posts or comments with links a month, and a link in the first comment counts towards that. So spend your 2 links on posts that genuinely need one, such as a new article or a booking page. Everywhere else, write the answer into the post itself. That's the Facebook link limit in practice, and it changes how most business Pages should plan a month.

This is how the Desk now advises business Pages to post. Treat it as good practice as of October 2026. It isn't a permanent rule: Meta's change is still a test, and the advice will move if the test does.

What Meta is testing

Meta is limiting non-paying Pages in its test to 2 organic posts or comments with links per month. A first comment that contains a link is counted as one of the 2, in the same way as a link in the post itself.

Several things haven't been set out. There's no start or end date for the test. We don't know which Pages or regions are included, or whether the limit will be rolled out more widely. We also don't know what paying Pages get, what they pay, how a Page counts as paying or non-paying, or what happens to a Page that goes over 2. We won't guess at any of these.

The sensible approach is to plan as if your Page is in the test. If it isn't, nothing is lost. You'll simply have a habit of posts that stand on their own.

Why the first comment isn't a way round it

Under the test, a link in the first comment uses one of your 2 links. It saves nothing.

The first comment still has a job. It's a good place for extra hashtags and for contact details: phone number, address and opening hours. None of those is a link, so none of them touches your allowance. Keep URLs out of it.

Which posts deserve one of your 2 links

Start each month by deciding which 2 posts need a link. The test is simple: does the reader have to leave Facebook to do the thing you're asking? A new article on your site passes. So does a booking page. A reminder about opening hours doesn't.

Here's how a month might look for a small business Page that posts a couple of times a week.

• Week 1: a short update on holiday opening hours. The hours go in the post. No link.
• Week 1: a new article on your site explaining a change for customers. This uses link 1.
• Week 2: a post saying what that change means in practice, written out in a few sentences. No link, because the answer is in the post.
• Week 3: a Reel showing a job in progress, with a one-line question as the caption. No link.
• Week 3: a post asking readers which service they'd like to hear more about. No link.
• Week 4: bookings open for a seasonal service. This uses link 2, to the booking page.

That's 6 posts and 2 links. Each of the other 4 gives the reader what they need without a click.

The common mistake is spending a link early on something routine, such as a link to your homepage on a "we're open today" post. Then the booking post arrives in week 4 and there's nothing left. Decide in advance, and write the dates down.

Agencies need to plan per client. Each Page has its own 2 links, so a content calendar across 10 client Pages has 20 links to place, 2 per Page. Mark them in the calendar, and agree with each client which posts will carry them.

How long a post should be when it carries the answer

Writing the answer into the post means getting the length right. The character limit for a Facebook Page post is 1500. You'll rarely need anything like that.

For a quick update, aim for under 80 characters. "Open 9 to 4 on Saturday. See you then." is 38. For a story-style post, such as explaining what a change means for customers, go up to about 600 characters. That's enough for a few short sentences: what's changing, who it affects, and what they should do.

The guidance on style is short too. Use a friendly, direct tone. Make one point per post. Don't use headings. End with a question or one clear action, such as "Reply with your postcode and we'll tell you your collection day." Our guide advises that short posts reach furthest. That's advice, not a measured result, so treat it as a starting point and watch how your own posts do.

One habit to drop: writing "full details on our website" without a link. If the post isn't using one of your 2 links, the details belong in the post. If they won't fit in about 600 characters, that's a sign the piece needs a link and should be one of your 2.

Hashtags: 2 at most

Use 1 to 2 hashtags per post, and make them relevant to that post. Never more than 2.

If you have others you'd like to include, put them in the first comment. That's allowed, because a hashtag isn't a link and doesn't count towards your monthly limit. The same goes for Reels captions, below.

Where Reels fit

Reels carry most of Facebook's reach, according to the guide. That makes them the obvious place to put effort on reach.

Keep Reels short and in 9:16 video shape (upright, filling a phone screen). Aim for a length of 20 to 170 seconds. A 30-second clip of a finished job, a quick tour of a new space or an answer to a question customers often ask all work within that range.

Captions should be under about 80 characters, led by a question, with 1 to 2 hashtags at most. "Which finish would you choose?" is 30 characters and gives people a reason to reply. As with posts, any extra hashtags can go in the first comment.

Put together, the month looks like this: 2 posts that link out because they must, a set of short posts that answer the question in full, and Reels doing much of the work on reach. You decide which 2 posts carry a link. Pick them first, and write everything else so it stands on its own.

See how the Desk works, from source facts to posts you approve.