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Without fanfare, it seems that Facebook may now be allowing calls to action on Facebook Page cover images.
Take a look at the Pages Terms. Up until today, the 17th December version of the platform prevented any kind of marketing in the cover image, and also – as with any promoted image – text was not allowed to comprise more than 20% of the image area. (Here’s our coverage last month of the 20% ruling – not a lot of page owners were aware of this, it seems).
These were the restrictions up until March 20th:
Now, although the 20% text rule is still in place and the date of the guidelines unchanged, it looks as though Page owners are free to invite visitors to click, buy, like, tell their friends, get money off or visit a brand website. (This guidelines page makes no mention of other restrictions either).
Thanks to @christuttle for his early heads-up on this