Facebook Page for a CA firm: setup, what to post and why it still matters in India

Facebook is not where young professionals spend their evenings any more, and many CA firms have quietly let their Page go stale. That is a mistake for most practices. Many of a typical practice's clients — traders, small manufacturers, family business owners, retired people filing pension returns — still use Facebook, and a Page is one of the places they look you up after a relative mentions your name. This guide covers why a Page and not a profile, how to set one up properly in Facebook's current Pages experience, the image sizes, what to post each week, and how to give staff access without losing control of the Page.

Page or personal profile?

Many firms started on Facebook with a partner's personal profile renamed to the firm's name, or with a second personal account "for the office". Both cause problems:

• Apps cannot post to personal profiles. Facebook allows scheduling tools to publish only to Pages. If the firm's presence is a profile, nothing can be scheduled to it.
• No insights. A Page shows how many people saw each post, where your followers are, and what they engaged with. A profile shows none of this.
• Against Facebook's rules. Personal profiles are for real people under their real names. Facebook can restrict a profile that is really a business.
• One person owns it. A profile cannot be shared. A Page can have several people managing it, with different levels of access.

A partner's own profile still has a place: it is fine for the partner to share the firm's educational posts from it. But the firm itself should be a Page.

Creating the Page

Facebook has moved all Pages to what it calls the new Pages experience, where a Page works like a profile you switch into. On a computer, according to Facebook's help:

1. Log in to Facebook with a partner's personal account and click Pages in the left menu.
2. Click Create a Page, choose Public Page and click Next, then Get started.
3. Enter the Page name and category (see below), add the bio, and click Create Page.
4. Add contact details, location and hours, then click Next.
5. Add the profile picture and cover photo, edit the action button, and click Next.
6. Connect WhatsApp or skip.
7. Facebook then offers to invite your friends to the Page. Skip this step. ICAI para 3.3.12 allows a firm to give a link to its social media page, but members "should not solicit people to visit or like" it. An invitation sent to every friend is exactly that.
8. Set notifications and click Done.

The partner who creates the Page gets full control of it.

The name

Use the firm's name as registered with the Institute, with "Chartered Accountants", for example "Mehta & Associates, Chartered Accountants". Facebook's Page name guidelines add some rules of their own. A Page name may not contain:

• slogans or descriptions — so not "Mehta & Associates – Best Tax Consultants in Surat" (that would also be an exaggerated claim under the ICAI Code);
• all capital letters, except for acronyms;
• symbols such as ® or unnecessary punctuation;
• the word "official" unless it is the official Page of that organisation;
• a single general word ("Accountant") or just a place ("Pune").

The category

Type "accountant" or "tax" in the category box and pick the closest match from Facebook's list. The category tells Facebook, and people searching, what the Page is about. It does not change what you can post.

Page details: what to fill in, and what to leave out

A firm's Facebook Page counts as a write-up on a social networking site, so the ICAI Code's list of what a firm's write-up may contain is a good guide (para 3.2.1). The Code allows the firm's name with "Chartered Accountants", firm registration number, year of establishment, registered addresses, working hours, phone, email, website, number of partners and their particulars, the CA India logo, details of employees, and the services provided.

In Facebook's terms, fill in:

• Bio — one plain line: the firm name, year of establishment and FRN, or a short factual list of services ("Income tax, GST, audit and company law"). No adjectives such as "leading", "trusted" or "best".
• Address — the professional address registered with the Institute. Add branches only if they are registered.
• Hours — the real working hours, updated for holidays.
• Phone, email, website, WhatsApp — all allowed. Choose a plain action button such as Call or Send WhatsApp message.

Leave out fees or "starting from" rates, client testimonials, awards (except those given by the Central or State Government or a regulator), and any "follow us for more" line. The detailed reasoning is in the ICAI advertisement rules in plain words.

Profile picture and cover photo

Facebook's help gives these sizes for Pages:

Facebook suggests a PNG for images with text. Keep anything important away from the edges of the cover, because computer and phone crop it differently, and check both after uploading.

What goes in the profile picture

This is where a CA firm differs from every other business. Most businesses put their logo in the circle. ICAI's Council decided, as recorded at para 2.14.1.7(xvii) of the Code, that a logo or monogram "of any kind" is prohibited on any display material or media, and the internet is named. It also prohibits printing the firm name "in any other manner tantamounting to logo/monogram" — so a stylised set of initials in a circle is not a way around the rule. Safe choices:

• A partner's photograph — the Code allows a passport-style photograph of the partners in a firm's write-up. This suits a proprietor firm or a practice known by one partner's name.
• The firm name in plain text — a plain font on a plain background, readable at 176 px. Long names may need two lines; test how it looks in the circle.
• The CA India logo — the Code lists it as permitted, subject to ICAI's CA India logo guidelines (Appendix L of the Code). Use the official artwork as issued and follow those guidelines on how it may be shown.

The cover photo

Good options are a clear photograph of the office building or reception, or a plain banner with the firm name, address and working hours. Avoid taglines and catch words (the Code bars them), photographs of seminars or award functions (event photographs are not allowed, except the firm's own festival and cultural programmes with no advertising element), and stock images of handshakes and graphs, which say nothing about the firm.

What to post each week

Three or four posts a week keep a Page alive. A mix that works for most practices:

A few things suit Facebook in particular. A clear poster with a two- or three-line caption is easier to take in while scrolling than a long text post. Office notices — holiday closures, a change of phone number, new hours during the July rush — are genuinely useful here, because clients check the Page before calling. And keep replying to comments and messages, briefly and without discussing anyone's tax matter in public.

For the full weekly routine across all platforms, see the 15-minute-a-week social media plan. If you use OneClick Branding posters, the due-date and festival auto-post rules in OneClick Scheduler can put those posts on the Page on their own, at the time you set, so the Page stays active in the weeks you are too busy to think about it.

Giving staff access safely

Facebook has three kinds of Page access, according to its help centre:

• Facebook access with full control — everything, including settings, deleting the Page, and giving or removing anyone's access. Someone with full control can remove you.
• Facebook access with partial control — they can switch into the Page and manage posts, messages, comments, linked accounts such as Instagram, ads and insights, but cannot change settings or access.
• Task access — they manage content, messages, ads and insights only from tools such as Meta Business Suite, and cannot switch into the Page on Facebook. (There is also Community Manager access, limited to moderating live-stream chat.)

Practical rules for a firm:

• Full control for partners only, and for at least two of them. Facebook requires a Page to have at least one person with full control; if nobody is left, the Page is deactivated and scheduled for deletion. A Page held by one partner's account is one lost password away from trouble.
• Partial control or task access for staff who post or reply to messages. Remove their access on their last working day.
• Outside designers or agencies: task access, for the period of the work.

To manage access, switch into the Page and open its settings; the Page access section is there. You need full control to see it.

A scheduler adds a useful layer here. In OneClick Scheduler, a partner connects the Page once; staff then schedule posts from the firm's OneClick account without needing any Facebook access of their own.

Business portfolio: who owns the Page

A Meta Business portfolio (formerly Business Manager) is an organisation account in Meta Business Suite that can own Pages, Instagram accounts and ad accounts. Meta's help is clear that when you add a Page to your business portfolio, your business owns that Page. That matters if a designer or agency created the Page: if it sits in their portfolio, they own it.

For most firms, a portfolio in the firm's own name, with two partners holding full control, is the cleanest arrangement. In Meta Business Suite: Settings → Pages (under Accounts) → + Add → Add an existing Facebook Page, enter the Page name or URL, accept the terms and click Add Page. You need full control of the portfolio, and the Page must not already be owned by another person or business — if it is, the owner has to remove it from their portfolio first. If the Page is linked to Instagram, add the Instagram account to the same portfolio too.

Portfolio-owned Pages often do not appear when you connect Facebook to an app. In OneClick Scheduler, use Connect a Page from your Business portfolio on the Facebook card in Connected accounts; it asks Facebook for business access, which is what makes those Pages visible. The full connection steps, with fixes for "no Pages found", are in the Instagram and Facebook Page setup guide.

Setup checklist

• The firm is a Page, not a profile, named as registered, with "Chartered Accountants".
• Category, bio, address, hours, phone and WhatsApp filled in; no fees, testimonials or slogans.
• Profile picture: a partner's photo, the plain firm name, or the CA India logo — no firm logo or monogram.
• Cover photo: the office, or the name, address and hours — no tagline.
• Two partners with full control; staff on partial control or task access.
• The Page owned by the firm's own business portfolio, or by a partner — not by an agency.
• "Invite friends" skipped, and no "please like our page" posts.

Frequently asked questions

Sources

• Facebook Help Centre — Create a Facebook Page
• Facebook Help Centre — Guidelines for Facebook Page names
• Facebook Help Centre — Facebook Page profile picture and cover photo dimensions
• Facebook Help Centre — About Facebook Page access (full control, partial control, task access)
• Facebook Help Centre — Give, edit or remove Facebook Page access
• Meta Business Help Centre — Add a Facebook Page to your business portfolio
• ICAI — Code of Ethics 2026 (paras 2.14.1.7(xvii)–(xviii), 3.1.3, 3.2.1, 3.3.12)