Meta has had a busy few weeks. Paid plans for business profiles, limits on link posts, new ad formats on Instagram and a few changes you might have missed entirely.
If you don’t have time to keep up with every announcement (and honestly, who does?), here’s what’s changed recently and what it actually means for your business.
Meta One: paid plans for business profiles
In mid-September, Meta launched Meta One for business, a set of paid subscription plans for Facebook Pages, Instagram profiles and WhatsApp numbers. Each plan is charged per profile, and the higher tiers add things like human support and help with appearing higher in search results.
Notably, the plans are about your organic presence and support, not your ads. Meta’s plan pages don’t mention ad accounts or ad delivery.
What it means for you: don’t rush to sign up. Look at exactly what each tier includes in your region, and ask whether it solves a problem you actually have. If getting hold of a human at Meta has been a recurring headache, the support tiers might be worth a look. If not, your money is probably better spent elsewhere for now.
Limits on link posts for Facebook Pages
This is the one that has caused the most noise. Since late 2025, Meta has been testing a limit on some Facebook Pages that restricts them to two organic posts with external links per month. Recent reports suggest the test has reached more Pages, and the paid Meta One tiers come with a higher allowance.
A few things worth knowing: it’s still described as a test, publisher Pages are said to be exempt, and links in ads aren’t affected.
What it means for you: if your Facebook strategy relies on sharing link after link to your website, it’s time to rethink it. Create content that works on the platform itself (video, carousels, photos, useful text posts), save your link posts for the things that really matter, and use your ads when you need to drive traffic.
Live video ads come to Instagram
From the end of September, Meta began rolling out live video ads on Instagram, which were previously available on Facebook. Brands can now amplify a creator’s live content as a partnership ad.
Alongside this, Meta’s Creator Marketing Hub is expanding globally. It brings creator discovery and partnership ads into one place, so brands can find creators, use their content in ads and manage permissions without bouncing between tools.
What it means for you: if you already work with creators, or have been thinking about it, partnership ads are becoming easier to run. Live shopping and live demos could be worth testing, especially in the run-up to Christmas.
Threads ads no longer need an Instagram profile
Threads ads no longer require a matching Instagram profile, and Threads profiles now get their own business permissions. Ads on Threads are also now labelled “Ad” rather than “Sponsored”.
What it means for you: if Threads is where your audience is, it’s getting simpler to advertise there. If it isn’t, there’s no need to add another platform just because you can.
Clearer labels for AI-generated accounts
Instagram has changed its “AI Creator” tag to an “AI-generated profile” label for accounts that feature AI-generated people.
What it means for you: transparency is the direction of travel. If you’re using AI in your content, be upfront about it. Your audience will trust you more for it.
One setting worth checking in your ads
Meta continues to test AI features within ads. One reported test, when the option to try new AI generation features is switched on, can show a small share of people an AI-generated landing page instead of your own website. Meta says these tests cover a small percentage of impressions.
What it means for you: it’s worth checking which AI and Advantage+ creative options are switched on in your campaigns. Some can be genuinely helpful. But you should always know what your customers are seeing.
The bottom line
None of these changes mean you need to rip up your strategy. But together they point in one direction: Meta wants businesses creating content that works on its platforms and paying for the extras. The businesses that do best will be the ones that create genuinely useful content, keep an eye on their settings and make decisions based on their own data, not the headlines.
Not sure how any of this affects your accounts? Give us a shout and we’ll take a look.
This post reflects updates as of early October 2026. Meta changes things often, so always check Meta’s own Business Help Centre for the latest details.
Thanks, Niamh
