Facebook Is Testing Link Limits on Some Pages.
Here’s What Funeral Homes Can Do

Let’s be clear: Facebook does not owe your funeral home anything.

That stings a little, I know. For years, the routine has been simple. A family trusts you with their loved one. You publish the obituary on your website. Your website pushes a link to Facebook. The community sees it, shares it, and shows up. Everybody moves on.
Meta is testing a link limit on some Facebook Pages, not every Page. Affected Pages without a higher allowance can include links in up to two organic posts or comments per calendar month.
For a funeral home sharing obituary links daily, being included in that test could change the posting routine. Check your own Page before assuming it applies.
Here’s the thing. The lights were already dim. You just could not see it from where you were standing.

The link was never the part that mattered
Can I tell you something that marketing people have known for a while and mostly kept quiet about? Link posts are among the lowest-reaching things you can put on Facebook. They have been for years. Facebook would rather keep people inside Facebook, so it shows link posts to fewer people.
So all those obituary links you were “distributing”? A lot of them reached a sliver of the people who follow you. The family saw it. A few neighbors saw it. The algorithm shrugged.
The obituary mattered. The family mattered. The story mattered. The link format was the weakest possible way to carry all three.
Whether or not your Page is in the test, the question is bigger than “how many links can we post.” The question is: how do we make sure the people in our community actually see that a neighbor has died and that we are caring for the family?
That question has much better answers.

Build on land you own

Here’s the truth: your Facebook Page is rented. Your followers are rented. Meta can change the rent, the rules, or the reach any Tuesday it likes, and this will not be the last time.
Your website and permission-based email and text lists give you more direct ways to reach your community. They still have delivery rules, but they reduce your reliance on Facebook. This Facebook test concerns links in posts or comments on affected Pages, not a two-update limit on everything you publish.
So the goal, starting now, is simple. Use Facebook to invite people onto something you own. Then care for them there.

Here’s how we make it work:

1. Turn followers into obituary subscribers.
Record a short, warm video. Thirty seconds. “We never want you to miss a notice about a neighbor, whatever changes Facebook tests. If you’d like obituary updates straight from us, you can sign up here.” Pin it to the top of your Page. Then post a reminder every few weeks, because most people never visit your Page directly. Every signup is a relationship you keep no matter what Facebook does next.

2. Post the obituary as a photo post, not a link.
Use the family’s photo (with their blessing). Write a few heartfelt lines about who this person was. Add the visitation and service details right there in the post. Give families the essential details in the post itself. If you include a website address, check whether Facebook treats it as a link against your Page’s allowance. A photo caption or comment is not a guaranteed workaround. Your funeral home’s name can still appear on something human instead of a gray link preview.

3. Offer text updates.
“Text OBITS to your number to receive local notices.” Simple. Some of your most loyal community members are not scrolling Facebook at all; they are checking their phones. This meets them where they are and it is yours forever.

4. Make a short memorial video when the family welcomes it.
A few photos. A name. Two dates. One sentence about a life. Service details. Thirty to forty-five seconds, vertical. You are already gathering the photos. Done with care, this is the most human content you will ever post, and it honors the family rather than promoting you.

5. Get a web address people can actually remember.
If your site is http://SmithFamilyFuneralHomeAndCremationServices.com , nobody is typing that after seeing it once. Buy a short one that forwards to your real site. Say it in videos. Put it on signs, cards, and vehicles. The fewer clicks you depend on, the more your name matters.

6. If your Page is affected, plan around its confirmed allowance.
If Facebook confirms your Page is in the test, plan link-bearing posts and comments around its actual remaining allowance. Prioritize useful invitations: obituary subscriptions, a grief resource, a preplanning conversation, or an upcoming event. Do not assume every Page has the same limit or that a link in a comment avoids it.

What this is really about

A lot of funeral homes have been “doing social media” the same way for a decade: obituary links, a grief quote on Tuesday, a flag on Memorial Day. Automated, safe, and invisible.
Families do not choose you in the moment if they never knew you before the moment. They choose the funeral home they feel they already know. Your directors’ faces. Your stories. The way you answer the awkward questions nobody else will. That is what builds trust before it is needed, and none of it fits inside a link preview.
Maybe this limited test is a useful reminder to review your routine. It does not mean obituary automation has stopped working everywhere. Keep building the relationships that matter, whether your Page is affected or not.
And here’s where it gets even better: everything above becomes easier when there is a system behind it. Something that captures the signups, sends the updates, texts the notices, and makes sure no family who reached out ever falls through the cracks while your staff is in an arrangement. That system does not replace your people. It protects their time so they can be with families.

Start with a clear picture

Before you buy a short domain or set up a text list, it helps to know where you stand. How does your funeral home show up when a family searches? Is your Google Business Profile telling the right story? Are your reviews, your listings, and your website all saying the same thing?
The free Website Performance Audit gives you that snapshot in one place, emailed straight to you. No sales call required.

Get your free Website Performance Audit.

Facebook will change again. Your community will still need you. Let’s make sure they can find you on ground you own.
Let’s grow, together.

P.S. We talk real funeral home marketing every week on The Deathcare Marketing Show. If this helped, share it with a funeral home owner who needs it.