Facebook Is Limiting Your Obituary Links. Here's What Funeral Homes Should Do.
If your funeral home shares every obituary on Facebook with a link back to your website, there is a change you need to know about.
Many Page admins are already running into it.
Meta has been limiting many business Pages to just two posts per month that contain a clickable link, unless the Page pays for a subscription. For most businesses, that is an annoyance. For a funeral home that serves 10, 20 or 40 families a month, it breaks the way obituaries have been shared for more than a decade.
Here is what changed, why it matters for funeral service in particular, and seven practical ways to work around it without paying Meta a monthly toll.
What Meta Changed
1. The two-link limit
Meta began testing this in December 2025. Affected Pages and professional profiles without a paid plan can share links in only two organic posts per month. In mid-September 2026, when Meta launched its new paid business subscription, Page managers began reporting the limit on many more accounts.
2. Meta One, the new paid tier
Meta One for Business launched September 15, 2026, with plans running from about $14.99 to $499 per month, per Page. It bundles verification, AI chat agents and extra analytics. Even the paid tiers reportedly add only a small number of additional link posts, nowhere near enough to cover a busy firm's obituaries.
3. Links were already being buried
According to Meta's own reporting, roughly 99% of what Americans see in their Facebook feed contains no outside link at all. Typical business Pages now reach only about 1 to 3% of their followers per post. In other words, the link limit made official what the algorithm was already doing.
Not sure if your Page is affected? Meta calls this a test, and limits vary by account.
Check your Page notifications and Meta Business Suite for a message about link limits, or watch for a warning the next time you paste in an obituary link.
Why This Hits Funeral Homes Harder Than Most Businesses
After 40 years in funeral service, I can tell you the obituary is the single most-shared thing a funeral home publishes. Families share it. Friends share it. Every click back to your website is someone signing the guestbook, sending flowers, finding service times, and getting to know your firm.
When those clicks dry up, you lose more than website traffic. You lose tribute wall engagement, flower and sympathy gift revenue, and the quiet brand exposure that brings the next family to your door.
7 Ways Funeral Homes Can Work Around the Facebook Link Limit
1. Post the obituary natively, photo first
Upload the portrait as a photo post and write the essentials right in the caption: name, dates, a line or two of the life story, and service times and location. Families get what they need without leaving Facebook, and photo posts are favored by the feed.
2. Put the link in the first comment
Links you share in your own comments are not counted toward the limit. Add a line in the post such as "Full obituary, guestbook and flowers in the first comment below," then comment the link right after posting.
3. Save your two link posts for what matters most
Use them strategically: a pre-planning seminar, a holiday remembrance service, or a high-profile service where you expect heavy sharing.
4. Lean into Reels and Stories
Short video gets far more reach than any other format on Facebook right now. A 30-second tribute slideshow, a "meet our staff" clip, or a walk-through of your chapel will travel further than a link ever did.
5. Build your own obituary notification list
This is the big one. Add a "Get obituary notifications by email" sign-up to your website. An email list is an audience you own. No algorithm, no link limits, no monthly toll.
6. Post every obituary to your Google Business Profile
When families search your name on Google, your posts appear right on your listing, with a clickable link and no monthly cap. Google is where the next family is looking for you anyway.
7. Equip families to share
A family's personal profiles reach far more people than any business Page. Hand them a short text or email with the direct obituary link at the arrangement conference so they can share it themselves.
Should Your Funeral Home Pay for Meta One?
For most independent funeral homes, probably not, at least not to get your links back. You would be paying every month, per Page, for a handful of extra link posts that still reach only a sliver of your followers.
If you have budget for Facebook, a small, well-targeted ad or boosted post aimed at your service area will usually do far more. And money spent on assets you own (your website, your Google profile, your email list, your reviews) keeps working no matter what Meta changes next.
The Bottom Line: Facebook Is Rented Land
Facebook still matters for funeral homes. It is where families gather, grieve and share. But it should not be the only place your obituaries live. Your website, your Google listing and your email list are yours, and they are where your long-term visibility is built.
Want help adjusting your obituary workflow, setting up an obituary email list, or tightening up your Google Business Profile? Call me at 513-331-8101 or email Todd@deathcareseo.com. No cost, no pressure.
Frequently Asked Questions
How many links can a Facebook business Page post per month?
Pages affected by Meta's test are limited to two organic posts with a clickable link per month unless they subscribe to Meta Verified or Meta One. Limits vary by account, and not every Page is affected yet.
Do links in comments count toward the Facebook link limit?
No. Links you add in the comments of your own posts are not counted, which makes the first comment the simplest place to put an obituary link.
What is the best way for a funeral home to share obituaries now?
Post the obituary natively on Facebook with the portrait and service details, add the website link in the first comment, and send it to your own obituary email list and Google Business Profile.
Sources
About the author: E. Todd Fowler has been a licensed funeral director since 1985 and is the founder of Deathcare Growth System, a digital marketing agency serving independent funeral homes, cemeteries and crematories.
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