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For years, businesses have used Facebook and Instagram to build audiences, promote services and drive customers to their websites.
Now the cost of doing that is changing.
In October 2026, Reach Marketing Group encountered an Australian Facebook business page being limited to just two organic posts containing external links per month.Â
Once those links were used, Meta displayed:
The business was then offered a paid Meta One subscription to increase its allowance.
For any business regularly sharing links to products, services, bookings, tickets, articles or landing pages, this is an important development.
The Australian account reviewed by Reach Marketing Group was offered Meta One Advanced for AU$61.99 per month, following a one-week free trial.
The offer included:
8 Facebook posts with links per month
4 Instagram posts with links per month
Verified badge
Enhanced support
Importantly, $61.99 per month still didn't mean unlimited Facebook link posts.
For businesses posting frequently, eight links can disappear very quickly.
Meta Verified for businesses is a separate subscription, although some benefits overlap.
Reach Marketing Group's Australian Meta account was offered Meta Verified Business at:
| Plan | Monthly price displayed |
| Standard | $19.99 |
| Plus | $60.29 |
| Premium | $180.79 |
| Max | $603.19 |
Businesses primarily wanting a verified badge therefore don't necessarily need Meta One.
Meta advises that pricing, availability and features can differ by account, app and region, so businesses should check the offer displayed within their own account before subscribing. Meta Verified for businesses - Meta Business Help Centre
The issue isn't whether $19.99 or $61.99 is individually affordable.
Businesses are already paying for combinations of Facebook and Instagram advertising, Google Ads, website hosting, email marketing, CRM systems, booking platforms, content, marketing management and other digital services.
Premium social media functionality becomes another expense.
That's why SEO and the digital assets your business controls are becoming more important, not less.
Social media remains important. Paid advertising remains important.
But neither should be your entire marketing strategy.
A properly optimised website can attract people who are already searching for your products or services.
SEO requires investment, but unlike paying for every click or paying a platform for additional functionality, you're investing in the visibility and authority of your own digital asset.
Your website, Google visibility, content, customer database and brand should continue developing alongside your social media presence.
If organic external links become limited, every link needs a purpose.
Don't use one simply because you've always put your website at the bottom of every Facebook post.
Ask:
What do we want the customer to do?
Book? Buy? Enquire? Register? Read? Subscribe?
Social media efficiency is becoming increasingly important.
So is ensuring people can find you without social media.
How is your business going to be seen and heard?
Reach Marketing Group can help businesses develop an integrated digital strategy across SEO, websites, social media, paid advertising, content, email marketing and customer databases.
There is another practical reason to think carefully about your ticketing platform.
If Facebook is restricting how many organic posts can contain external links, the value of every link increases.
Australia's Biggest Gig Guide can set venues, entertainers, promoters and event organisers up with a professional Australian ticketing platform powered by 123 Tix.
And there is a significant marketing advantage to bringing your events together on the one platform:
One link can become the gateway to all of your events.
Instead of constantly changing links across your website, Facebook, Instagram and other marketing channels, you can direct audiences to your ticketing page where they can see your current and upcoming events in one place.
Put that link on your:
Website
Facebook profile
Instagram bio
Google Business Profile where appropriate
Email campaigns
Electronic signatures
QR codes
Digital and printed marketing
Then keep promoting individual gigs.
Tonight you might be talking about Friday's band. Tomorrow it could be next month's touring act. Next week it could be a free Sunday afternoon show.
But your call to action can keep directing people to one strong ticketing destination.
This creates another benefit that shouldn't be underestimated.
Someone may click because they're interested in one particular event, but when they arrive they can discover everything else you have coming up.
They might decide Friday doesn't suit them but see another show they want to attend.
They may buy tickets for the event you promoted and then discover another event next month.
A fan following one artist may discover another act appearing at the same venue.
Your ticketing page becomes more than a checkout.
It becomes an event discovery page for your venue, artist or business.
That is particularly valuable if organic social media links are becoming more restricted.
Rather than using precious external-link opportunities to send people to different destinations every time, businesses can develop one recognisable ticketing destination that remains useful regardless of which individual event they're currently promoting.
This is why Australia's Biggest Gig Guide doesn't see ticketing as something that sits separately from marketing.
Ticketing should connect with your:
Website + SEO + social media + advertising + database + email marketing + event promotion.
If you're running events regularly, having multiple shows spread across unrelated ticketing providers can fragment the customer journey.
A consistent ticketing destination makes the journey simpler:
See the show → click the link → see your events → choose a gig → secure a ticket.
And because the same destination can showcase multiple events, you're getting more marketing value from every visitor you send there.
Australia's Biggest Gig Guide can help set you up with your own ticketing platform powered by Australian ticketing provider 123 Tix.
Alternatively, ABGG can create and manage your event tickets through ABGG Tix, powered by 123 Tix.
That includes paid events and free events.
Free events deserve particular attention. A registration or free ticket gives the audience a clear action to take and can help organisers better understand expected attendance while providing opportunities to build an opted-in audience for future marketing, subject to consent and privacy requirements.
And if you're regularly running events, bringing them together creates something even more valuable:
One ticketing link. All your events. One destination to promote.
Contact Reach Marketing Group to discuss how your business can build visibility that doesn't depend on one platform.
