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🧾 Instagram now lets you link in posts and Reels, for a monthly fee
Welcome back to TWISM!
Are "link in bio" CTAs about to be old news on Instagram?
Meta now sells a way around that line. On Sep 15, it launched Meta One, a subscription with 4 business and creator plans running from $14.99/mo to $499/mo. Links in organic Instagram posts and Reels start at the $49.99/mo Advanced plan (Meta Newsroom).
There's a hard cap on how many you get, but there's also a short list of links Meta doesn't count against it. 👇
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🔗 What you're actually buying
Here's how many links each plan gets you (Meta Help Center):
Advanced ($49.99/mo): up to 4 posts and 4 Reels with links per month
Expert ($149/mo): up to 8 posts and 8 Reels
Max ($499/mo): up to 12 posts and 12 Reels
Posts and Reels have separate allowances. So Advanced covers 8 linked pieces of content a month, 4 of each, and a spare Reel link can't be used on a post.
Adding one is easy: create your post or Reel → add a caption (required) → Add link → paste the URL → Done → Share. The Add link screen shows what you have left, with a label like "Meta One · 4 links left." Only eligible public Instagram accounts can use it, and teens can't.
⚠️ The catch: you can't edit a link after you share. A typo in the URL costs you 1 of your 4.
The allowance resets on your subscription renewal date, and unused links don't carry over. If you only use 2 of your post links in a month, the other 2 are gone.
Last December, Facebook tested capping professional accounts and Pages at 2 link posts unless they paid for Meta Verified at $14.99/mo, and Meta said it wanted to learn whether posting more links "adds additional value" for subscribers (TechCrunch). Nine months later, extra links are a feature of a paid plan.
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🚫 The links that don't count
The same help page lists what you can post without touching your allowance:
Meta's own apps: links to Facebook, Instagram, WhatsApp and Threads
Catalog products: product links, including affiliate links, from a business's existing commerce catalog on Meta, added through Add products instead of Add link
Ads: links in your ads
My take: if you sell products on Meta, set up the catalog route first. It doesn't use your allowance at all, which saves your 4 Add link slots for things a catalog can't hold, like a blog post, a webinar signup, or an offer page.
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💵 What else is in that tier
Links are one part of Advanced. Meta's announcement also lists story scheduling up to 30 days out and exportable analytics.
Advanced is $49.99 a month, which is about $600 a year, for only Meta social networks.
The business tiers also bundle in (Social Media Today):
Scheduling: posts across Facebook and Instagram, with post-timing recommendations and bulk uploading
Competitor tracking: compare your Instagram against up to 10 competitor accounts
Longer history: audience data past the standard 90-day window
Non-follower insights: data on people who see and engage with your content but don't follow you
Team access: let team members into the account
The tier fits best if your business runs on Instagram and Facebook only, and you'd post enough links to use up your 4 posts and 4 Reels most months.
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🤔 Is it worth it for you?
Run this check before you subscribe. It takes a couple of minutes:
Count last month: how many Instagram posts and Reels would you actually have put a link in?
Subtract products: how many of those were product links you could send through a catalog instead?
Price the click: what is one visit from Instagram actually worth to you, in a sale or a signup?
Check your mix: are Facebook and Instagram the whole business, or one slice of it?
⚠️ You may not have it available yet. Meta's Help Center still says Meta One "is currently in limited testing and isn't available everywhere yet" (Meta Help Center).
Meta is also building Edits Plus, a paid tier for its Edits video app with more project storage and higher AI limits, sold on its own or inside Meta One, with no price announced yet (Social Media Today).
☝️ The one-sentence version
Meta One Advanced gets you links in 4 Instagram posts and 4 Reels a month for $49.99, and catalog product links added through Add products don't count against that, so set those up before you decide whether the extra links are worth paying for.
Hit reply and tell me: how many links would you actually post on Instagram in a month?
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📚 Sources
That's all for today. Thanks for reading. Now…
Go BIG or go home!
~ Josh from "This Week in Social Media"
Disclaimer: Some links may be affiliate links that pay us commissions.
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