Facebook ad character limits (before the “See more”)

Facebook technically allows thousands of characters of primary text — then hides everything after about 125 behind “See more.” The real limits are the visible ones.

Meta ads don't reject long copy; they truncate it. Primary text is allowed up to 63,206 characters, but only the first ~125 show before the “See more” fold on most placements. Writing to the visible limit is what separates ads that read in-feed from ads that get cut mid-sentence.

Meta / Facebook Ads character limits

FieldLimitNotes
Primary text (visible)~125 charactersHard max 63,206, but cut at ~125 behind “See more.” Lead with the hook.
Headline40 charactersTruncates around 27 on some placements — front-load it.
Link description30 charactersOften hidden on mobile; treat as optional.

Common Mistakes

  • Burying the hook past character 125, where “See more” hides it.
  • Writing a 40-character headline that truncates to 27 on mobile feeds.
  • Relying on the link description, which frequently doesn't render on phones.

Frequently Asked Questions

What is the Facebook primary text character limit?

Technically 63,206 characters, but Facebook hides everything after roughly 125 characters behind a “See more” link on most placements. Write your hook and core value into the first 125.

What is the Facebook ad headline limit?

Headlines allow up to 40 characters, but some placements truncate around 27. Put the most important words first.