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Facebook is limiting business Pages to two links a month. Here is what a jewelry store should do in 2027.

Meta's help page now caps many Pages at two organic posts or comments with links a month, and a link in a comment counts. What Meta has actually confirmed, what the paid plans buy, and why most jewelry stores should not pay to raise it.

November 11, 2026

The words "Putting the link in the comment no longer gets around it." set in large type over a photograph of one person's hand holding a phone above a graphite counter in an independent jewelry store, with a gold ring and a small price tag beside it and overcast daylight from the shop window behind.

Facebook Pages under the limit get two organic posts or comments with links a month; most jewelry stores should not pay to raise it.

Each figure below carries a label saying how much weight it can hold. [Stated by Meta] means the platform's own published page or announcement. [Measured] means a named study with a real sample stands behind it. [Reported] means trade or news reporting that Meta's own pages do not confirm. [Our arithmetic] means we worked it out from the figures shown. [Not measured] means nobody has measured it.

One of a series at myjewelrymarketing.com checking which parts of the advice given to independent jewelers anybody has measured; the wider picture is in the state of independent jewelry retail in 2026.

It is a monthly cap on links in what a Page publishes without paying to advertise. Meta's Help Center says a Page on the free tier, or on the $14.99 Essential plan, gets two organic posts or comments with links per month. [Stated by Meta] More than that requires a higher Meta One plan.

Meta's page also says the limits "may not apply to all Pages", and its Meta One announcement says plans are rolling out gradually and may vary by region, app and account. [Stated by Meta] So your own Page may not be limited yet. The useful thing to do is plan as though it will be, because the plan costs nothing.

2 — organic posts or comments with links per month for a Facebook Page on the free tier or the Essential plan, where the limit applies. Source: Facebook Help Center

What Meta has confirmed, and what it has not

The story has moved, and much of what you will read describes an earlier stage of it.

  • December 2025: a test. Meta described "a limited test" on some Pages and professional-mode profiles, and told TechCrunch that links in comments were not affected. [Reported — quoting Meta]
  • 15 September 2026: Meta One. Meta's announcement introduced paid plans and listed "links in organic posts and reels" as an Advanced plan feature. It says nothing about a cap on free Pages. [Stated by Meta]
  • The Help Center page, checked 4 November 2026. This is where the numbers and the rules are written down. [Stated by Meta]

If you read that Facebook has confirmed a universal two-link rule, that goes further than Meta's wording. If you read that it is only a test, that is out of date.

Meta's starting prices and its Help Center limits, side by side. [Stated by Meta] Meta says prices vary by region and account, so what your Page shows is the figure that counts.

  • Free — no charge, two posts or comments with links a month.
  • Essential — from $14.99 a month, still two. It adds a verified badge and impersonation protection, not links.
  • Advanced — from $49.99 a month, eight.
  • Expert — from $149 a month, twenty.
  • Max — from $499 a month, unlimited.

The trap is Essential. It reads like the sensible entry-level answer to this problem, and it adds no links at all.

No. Putting the link in the comment no longer gets around it. Meta's Help Center counts links in the organic posts and comments you publish on your Page. [Stated by Meta]

This is the correction most worth passing on, because "put the link in the first comment" is common advice, and it was true of the December 2025 test. Our gift-guide post carries the same warning: a link in a comment keeps the album whole, but on a limited Page that comment uses one of your two.

There is one useful exception. Additional links in comments on a post where you have already included a link do not count. [Stated by Meta] So one post that needs three links costs one of your two, not three.

What does not count toward the limit?

Meta lists four exemptions: [Stated by Meta]

  • Additional links in comments on a post that already has a link.
  • Links to Meta's own services, including Facebook, Instagram, WhatsApp and Threads.
  • Links for affiliate partners connected through Facebook's affiliate partnerships.
  • Links in ads.

Two more are worth knowing, and neither is on Meta's list. The website field on your Page and links sent in direct messages are reported as outside the cap. [Reported] That fits Meta's wording, which counts what you publish in posts and comments, but Meta does not say so directly, so treat it as likely rather than settled.

Photos, albums and video with no external link are not touched by any of this. RNZ's explainer makes the same point: a business that mainly posts photos and video is largely unaffected. [Reported]

The allowance also resets. By default that is the 1st of each month, or your renewal date on a paid plan, and unused links do not carry over. [Stated by Meta] You cannot save up for December.

Almost certainly not, because a link post was already the weakest thing a Page could publish. Socialinsider's 2026 benchmarks, covering 24,958,754 organic posts from brand Pages, put a link post at 20 views against 85 for an album on a Page of 1,000 to 5,000 followers. Albums beat links by more than four times in every follower band it reports. [Measured]

Meta's own figures point the same way. In the second quarter of 2026, 98.9% of US Feed views were of posts with no link to anywhere outside Facebook. [Stated by Meta] And in Buffer's 2026 report, Facebook images earned a median 5.20% engagement rate against 4.43% for link posts. [Measured] The people who see a link do not hate it. Far fewer of them see it.

98.9% — the share of US Facebook Feed views in Q2 2026 that were of posts with no link to anywhere outside Facebook. Source: Meta, Widely Viewed Content Report

Here it is in dollars. Advanced starts at $49.99 a month and gives you eight links instead of two, which is six more. That is about $8.33 per extra link, or $599.88 a year for 72 of them. [Our arithmetic]

Now put the view count beside it. At the Socialinsider average of 20 views for a link post on a small Page, each extra link costs about 42 cents per view. [Our arithmetic] Advanced does include other things, such as scheduling and analytics, and 20 is an average across many industries rather than a jewelry figure, so read this as a sense of scale. But it is the right scale to have in your head before you subscribe for the links.

42¢ — the approximate cost per view of an extra link post on Meta One Advanced: $49.99 a month for six more links, at 20 views per link post on a Page of 1,000 to 5,000 followers. Source: My Jewelry Marketing arithmetic from Meta and Socialinsider figures

Links in ads are exempt, so a store that needs a specific page visited has a route that does not involve a subscription at all.

Spend them on the things that can only happen on your website. Nobody has measured the best use of two links, so this is judgement and not a finding. [Not measured]

  • Something the customer has to do, not read. Booking a bridal appointment, buying a gift card, or paying a deposit. A gift guide can live in an album. A checkout cannot.
  • One link held for the month's real occasion. With a 1st-of-the-month reset, February's allowance is there for Valentine's Day, which falls on Sunday, February 14, 2027, and May's for Mother's Day on Sunday, May 9, 2027.
  • Nothing routine. A blog post, a newsletter or a new-arrivals page is the usual way a store uses a link, and all three can go in the post itself.

What we do not know

  • What a limited Page sees on its third link. We did not establish this from Meta's wording, and reports vary. Check by watching your own Page. [Not measured]
  • Whether your Page is limited, and when it will be. Meta does not publish a list, a schedule or a share of Pages affected.
  • Whether paid links reach more people. We found nothing saying a Meta One subscriber's link post gets different distribution, and no study of it. [Not measured]
  • Anything specific to jewelry. No one publishes Facebook link data for independent jewelers. All of the reach figures above are cross-industry.

What does this mean for the independent jeweler?

It means very little changes if you were already posting the right things, and quite a lot changes if your routine is sharing links. A store with a small staff and no marketing person should not spend an afternoon on this, and should not subscribe in a panic. The format that lost its free pass was already last on reach, and the formats that lead it are still free.

The real cost lands on one habit: writing something on the website, then putting the link on Facebook or in the first comment. On a limited Page, that routine runs out on the second post of the month. It was already reaching a fraction of the people an album would, so losing it is less of a loss than it feels like.

And be careful with advice in the other direction. Some of what you will read treats the limit as universal and urgent, and some is still repeating the December test. Neither matches what Meta has written down, and nobody can yet tell you when your own Page will be affected.

What's the solution?

Here is what a store can do this week, without paying anyone:

  1. Do not buy Meta One for the links. And do not buy Essential expecting links at all, since it adds none.
  2. Count last month's link posts, including comments. If the number is two or fewer, this barely touches you. If it is twenty, that is the habit to change, and you will reach more people by changing it.
  3. Move the content into the post. Put the prices, the description and the photos in an album, so the post works for somebody who never clicks anything.
  4. Pick each month's two links on the 1st, using the test above: only things the customer has to do on your website. Put the extra links for that occasion in the comments of that same post, since those do not count.
  5. Fill in the website field on your Page, and check that your phone number is right, so that someone who wants your site can find it without a post carrying it.
  6. Put the links on your Google Business Profile as well. Google's update posts can carry an action button with a link, and Facebook's limit does not reach them.

This is how My Jewelry Marketing already works, and it was true before the limit existed. The months we make for a store are built from photos, albums and video that carry everything in the post itself, because the reach research said to do that, so a cap on links changes very little in what goes out.

The short version

Meta's Help Center now says a Page on the free tier or the $14.99 Essential plan gets two organic posts or comments with links per month, although the limit may not apply to every Page yet. Comments count, so the first-comment workaround is over, with one exception: additional links in comments on a post that already has a link do not count. Links to Meta's own apps and links in ads are exempt, and the allowance resets monthly without carrying over. Advanced starts at $49.99 a month for eight links, about $8.33 per extra link, or roughly 42 cents a view at the 20 views a link post averages on a small Page. Most jewelry stores should not pay it. Link posts were already the weakest format, at 20 views against 85 for an album, and 98.9% of US Feed views have no link in them. Put the content in the post, and spend the two links on what can only happen on your website.

Get this for your own store

The limit is the same for every Page it reaches, but what belongs in the post depends on who lives near you. A strategy built from your own postal codes and the published Census figures for them, with a Facebook plan based on the research in this article, is free at myjewelrymarketing.com/demo/strategy. Paste your website address and read it in a couple of minutes.

Sources

Compiled by My Jewelry Marketing — myjewelrymarketing.com. Meta's pages were checked on 4 November 2026 and may change.

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