diff --git a/packages/block-library/src/index.js b/packages/block-library/src/index.js
index 13ef75a96409d0..f9b3052d88b21c 100644
--- a/packages/block-library/src/index.js
+++ b/packages/block-library/src/index.js
@@ -185,7 +185,7 @@ export const __experimentalRegisterExperimentalCoreBlocks =
 				[
 					__experimentalEnableLegacyWidgetBlock ? legacyWidget : null,
 					socialLinks,
-					...socialLink.sites,
+					socialLink,
 
 					// Register Full Site Editing Blocks.
 					...( __experimentalEnableFullSiteEditing
diff --git a/packages/block-library/src/social-link/block.json b/packages/block-library/src/social-link/block.json
new file mode 100644
index 00000000000000..4d4c0cb68dd095
--- /dev/null
+++ b/packages/block-library/src/social-link/block.json
@@ -0,0 +1,15 @@
+{
+	"name": "core/social-link",
+	"category": "widgets",
+	"attributes": {
+		"url": {
+			"type": "string"
+		},
+		"service": {
+			"type": "string"
+		},
+		"label": {
+			"type": "number"
+		}
+	}
+}
diff --git a/packages/block-library/src/social-link/edit.js b/packages/block-library/src/social-link/edit.js
index 0652646c035560..e50c801e27015e 100644
--- a/packages/block-library/src/social-link/edit.js
+++ b/packages/block-library/src/social-link/edit.js
@@ -26,15 +26,15 @@ import { __, sprintf } from '@wordpress/i18n';
 import { getIconBySite, getNameBySite } from './social-list';
 
 const SocialLinkEdit = ( { attributes, setAttributes, isSelected } ) => {
-	const { url, site, label } = attributes;
+	const { url, service, label } = attributes;
 	const [ showURLPopover, setPopover ] = useState( false );
-	const classes = classNames( 'wp-social-link', 'wp-social-link-' + site, {
+	const classes = classNames( 'wp-social-link', 'wp-social-link-' + service, {
 		'wp-social-link__is-incomplete': ! url,
 	} );
 
 	// Import icon.
-	const IconComponent = getIconBySite( site );
-	const socialLinkName = getNameBySite( site );
+	const IconComponent = getIconBySite( service );
+	const socialLinkName = getNameBySite( service );
 
 	return (
 		<Fragment>
diff --git a/packages/block-library/src/social-link/index.js b/packages/block-library/src/social-link/index.js
index 9df66a4a50635a..bebeaad5832af4 100644
--- a/packages/block-library/src/social-link/index.js
+++ b/packages/block-library/src/social-link/index.js
@@ -7,40 +7,23 @@ import { __ } from '@wordpress/i18n';
  * Internal dependencies
  */
 import edit from './edit';
-import socialList from './social-list';
+import metadata from './block.json';
+import variations from './variations';
 
-const commonAttributes = {
-	category: 'widgets',
+const { name } = metadata;
+
+export { metadata, name };
+
+export const settings = {
+	title: __( 'Social Icon' ),
 	parent: [ 'core/social-links' ],
 	supports: {
 		reusable: false,
 		html: false,
 	},
 	edit,
+	description: __(
+		'Display an icon linking to a social media profile or website.'
+	),
+	variations,
 };
-
-// Create individual blocks out of each site in social-list.js
-export const sites = Object.keys( socialList ).map( ( site ) => {
-	const siteParams = socialList[ site ];
-	return {
-		name: 'core/social-link-' + site,
-		settings: {
-			title: siteParams.name,
-			icon: siteParams.icon,
-			description: __( 'Link to ' + siteParams.name ),
-			...commonAttributes,
-			attributes: {
-				url: {
-					type: 'string',
-				},
-				site: {
-					type: 'string',
-					default: site,
-				},
-				label: {
-					type: 'string',
-				},
-			},
-		},
-	};
-} );
diff --git a/packages/block-library/src/social-link/index.php b/packages/block-library/src/social-link/index.php
index ae8b5e97bc952f..605e49fce2f11b 100644
--- a/packages/block-library/src/social-link/index.php
+++ b/packages/block-library/src/social-link/index.php
@@ -13,17 +13,17 @@
  * @return string Rendered HTML of the referenced block.
  */
 function render_core_social_link( $attributes ) {
-	$site  = ( isset( $attributes['site'] ) ) ? $attributes['site'] : 'Icon';
-	$url   = ( isset( $attributes['url'] ) ) ? $attributes['url'] : false;
-	$label = ( isset( $attributes['label'] ) ) ? $attributes['label'] : __( 'Link to ' ) . core_social_link_get_name( $site );
+	$service = ( isset( $attributes['service'] ) ) ? $attributes['service'] : 'Icon';
+	$url     = ( isset( $attributes['url'] ) ) ? $attributes['url'] : false;
+	$label   = ( isset( $attributes['label'] ) ) ? $attributes['label'] : __( 'Link to ' ) . core_social_link_get_name( $service );
 
 	// Don't render a link if there is no URL set.
 	if ( ! $url ) {
 		return '';
 	}
 
-	$icon = core_social_link_get_icon( $site );
-	return '<li class="wp-social-link wp-social-link-' . $site . '"><a href="' . esc_url( $url ) . '" aria-label="' . esc_attr( $label ) . '"> ' . $icon . '</a></li>';
+	$icon = core_social_link_get_icon( $service );
+	return '<li class="wp-social-link wp-social-link-' . $service . '"><a href="' . esc_url( $url ) . '" aria-label="' . esc_attr( $label ) . '"> ' . $icon . '</a></li>';
 }
 
 /**
@@ -72,26 +72,30 @@ function register_block_core_social_link() {
 		'youtube',
 	);
 
+	$path     = __DIR__ . '/social-link/block.json';
+	$metadata = json_decode( file_get_contents( $path ), true );
+
 	foreach ( $sites as $site ) {
 		register_block_type(
 			'core/social-link-' . $site,
-			array(
-				'attributes'      => array(
-					'url'   => array(
-						'type' => 'string',
-					),
-					'site'  => array(
-						'type'    => 'string',
-						'default' => $site,
-					),
-					'label' => array(
-						'type' => 'string',
-					),
-				),
-				'render_callback' => 'render_core_social_link',
+			array_merge(
+				$metadata,
+				array(
+					'render_callback' => 'render_core_social_link',
+				)
 			)
 		);
 	}
+
+	register_block_type(
+		$metadata['name'],
+		array_merge(
+			$metadata,
+			array(
+				'render_callback' => 'render_core_social_link',
+			)
+		)
+	);
 }
 add_action( 'init', 'register_block_core_social_link' );
 
diff --git a/packages/block-library/src/social-link/social-list.js b/packages/block-library/src/social-link/social-list.js
index 47d598e643e141..9ac527dccd0d39 100644
--- a/packages/block-library/src/social-link/social-list.js
+++ b/packages/block-library/src/social-link/social-list.js
@@ -1,227 +1,39 @@
 /**
- * Internal dependencies
+ * External dependencies
  */
-import {
-	AmazonIcon,
-	BandcampIcon,
-	BehanceIcon,
-	ChainIcon,
-	CodepenIcon,
-	DeviantArtIcon,
-	DribbbleIcon,
-	DropboxIcon,
-	EtsyIcon,
-	FacebookIcon,
-	FeedIcon,
-	FivehundredpxIcon,
-	FlickrIcon,
-	FoursquareIcon,
-	GoodreadsIcon,
-	GoogleIcon,
-	GitHubIcon,
-	InstagramIcon,
-	LastfmIcon,
-	LinkedInIcon,
-	MailIcon,
-	MastodonIcon,
-	MeetupIcon,
-	MediumIcon,
-	PinterestIcon,
-	PocketIcon,
-	RedditIcon,
-	SkypeIcon,
-	SnapchatIcon,
-	SoundCloudIcon,
-	SpotifyIcon,
-	TumblrIcon,
-	TwitchIcon,
-	TwitterIcon,
-	VimeoIcon,
-	VkIcon,
-	WordPressIcon,
-	YelpIcon,
-	YouTubeIcon,
-} from './icons';
+import { find } from 'lodash';
 
-const socialList = {
-	fivehundredpx: {
-		name: '500px',
-		icon: FivehundredpxIcon,
-	},
-	amazon: {
-		name: 'Amazon',
-		icon: AmazonIcon,
-	},
-	bandcamp: {
-		name: 'Bandcamp',
-		icon: BandcampIcon,
-	},
-	behance: {
-		name: 'Behance',
-		icon: BehanceIcon,
-	},
-	chain: {
-		name: 'Link',
-		icon: ChainIcon,
-	},
-	codepen: {
-		name: 'CodePen',
-		icon: CodepenIcon,
-	},
-	deviantart: {
-		name: 'DeviantArt',
-		icon: DeviantArtIcon,
-	},
-	dribbble: {
-		name: 'Dribbble',
-		icon: DribbbleIcon,
-	},
-	dropbox: {
-		name: 'Dropbox',
-		icon: DropboxIcon,
-	},
-	etsy: {
-		name: 'Etsy',
-		icon: EtsyIcon,
-	},
-	facebook: {
-		name: 'Facebook',
-		icon: FacebookIcon,
-	},
-	feed: {
-		name: 'RSS Feed',
-		icon: FeedIcon,
-	},
-	flickr: {
-		name: 'Flickr',
-		icon: FlickrIcon,
-	},
-	foursquare: {
-		name: 'Foursquare',
-		icon: FoursquareIcon,
-	},
-	goodreads: {
-		name: 'Goodreads',
-		icon: GoodreadsIcon,
-	},
-	google: {
-		name: 'Google',
-		icon: GoogleIcon,
-	},
-	github: {
-		name: 'GitHub',
-		icon: GitHubIcon,
-	},
-	instagram: {
-		name: 'Instagram',
-		icon: InstagramIcon,
-	},
-	lastfm: {
-		name: 'Last.fm',
-		icon: LastfmIcon,
-	},
-	linkedin: {
-		name: 'LinkedIn',
-		icon: LinkedInIcon,
-	},
-	mail: {
-		name: 'Mail',
-		icon: MailIcon,
-	},
-	mastodon: {
-		name: 'Mastodon',
-		icon: MastodonIcon,
-	},
-	meetup: {
-		name: 'Meetup',
-		icon: MeetupIcon,
-	},
-	medium: {
-		name: 'Medium',
-		icon: MediumIcon,
-	},
-	pinterest: {
-		name: 'Pinterest',
-		icon: PinterestIcon,
-	},
-	pocket: {
-		name: 'Pocket',
-		icon: PocketIcon,
-	},
-	reddit: {
-		name: 'Reddit',
-		icon: RedditIcon,
-	},
-	skype: {
-		name: 'Skype',
-		icon: SkypeIcon,
-	},
-	snapchat: {
-		name: 'Snapchat',
-		icon: SnapchatIcon,
-	},
-	soundcloud: {
-		name: 'SoundCloud',
-		icon: SoundCloudIcon,
-	},
-	spotify: {
-		name: 'Spotify',
-		icon: SpotifyIcon,
-	},
-	tumblr: {
-		name: 'Tumblr',
-		icon: TumblrIcon,
-	},
-	twitch: {
-		name: 'Twitch',
-		icon: TwitchIcon,
-	},
-	twitter: {
-		name: 'Twitter',
-		icon: TwitterIcon,
-	},
-	vimeo: {
-		name: 'Vimeo',
-		icon: VimeoIcon,
-	},
-	vk: {
-		name: 'VK',
-		icon: VkIcon,
-	},
-	wordpress: {
-		name: 'WordPress',
-		icon: WordPressIcon,
-	},
-	yelp: {
-		name: 'Yelp',
-		icon: YelpIcon,
-	},
-	youtube: {
-		name: 'YouTube',
-		icon: YouTubeIcon,
-	},
-};
+/**
+ * WordPress dependencies
+ */
+import { __ } from '@wordpress/i18n';
 
-export default socialList;
+/**
+ * Internal dependencies
+ */
+import variations from './variations';
+import { ChainIcon } from './icons';
 
 /**
  * Retrieves the social service's icon component.
  *
- * @param {string} site key for a social service (lowercase slug)
+ * @param {string} name key for a social service (lowercase slug)
  *
  * @return {WPComponent} Icon component for social service.
  */
-export const getIconBySite = ( site ) => {
-	return socialList[ site ].icon;
+export const getIconBySite = ( name ) => {
+	const variation = find( variations, { name } );
+	return variation ? variation.icon : ChainIcon;
 };
 
 /**
  * Retrieves the display name for the social service.
  *
- * @param {string} site key for a social service (lowercase slug)
+ * @param {string} name key for a social service (lowercase slug)
  *
  * @return {string} Display name for social service
  */
-export const getNameBySite = ( site ) => {
-	return socialList[ site ].name;
+export const getNameBySite = ( name ) => {
+	const variation = find( variations, { name } );
+	return variation ? variation.title : __( 'Social Icon' );
 };
diff --git a/packages/block-library/src/social-link/variations.js b/packages/block-library/src/social-link/variations.js
new file mode 100644
index 00000000000000..7a91827443ed49
--- /dev/null
+++ b/packages/block-library/src/social-link/variations.js
@@ -0,0 +1,285 @@
+/**
+ * Internal dependencies
+ */
+import {
+	AmazonIcon,
+	BandcampIcon,
+	BehanceIcon,
+	ChainIcon,
+	CodepenIcon,
+	DeviantArtIcon,
+	DribbbleIcon,
+	DropboxIcon,
+	EtsyIcon,
+	FacebookIcon,
+	FeedIcon,
+	FivehundredpxIcon,
+	FlickrIcon,
+	FoursquareIcon,
+	GoodreadsIcon,
+	GoogleIcon,
+	GitHubIcon,
+	InstagramIcon,
+	LastfmIcon,
+	LinkedInIcon,
+	MailIcon,
+	MastodonIcon,
+	MeetupIcon,
+	MediumIcon,
+	PinterestIcon,
+	PocketIcon,
+	RedditIcon,
+	SkypeIcon,
+	SnapchatIcon,
+	SoundCloudIcon,
+	SpotifyIcon,
+	TumblrIcon,
+	TwitchIcon,
+	TwitterIcon,
+	VimeoIcon,
+	VkIcon,
+	WordPressIcon,
+	YelpIcon,
+	YouTubeIcon,
+} from './icons';
+
+const variations = [
+	{
+		isDefault: true,
+		name: 'wordpress',
+		attributes: { service: 'wordpress' },
+		title: 'WordPress',
+		icon: WordPressIcon,
+	},
+
+	{
+		name: 'fivehundredpx',
+		attributes: { service: 'fivehundredpx' },
+		title: '500px',
+		icon: FivehundredpxIcon,
+	},
+	{
+		name: 'amazon',
+		attributes: { service: 'amazon' },
+		title: 'Amazon',
+		icon: AmazonIcon,
+	},
+	{
+		name: 'bandcamp',
+		attributes: { service: 'bandcamp' },
+		title: 'Bandcamp',
+		icon: BandcampIcon,
+	},
+	{
+		name: 'behance',
+		attributes: { service: 'behance' },
+		title: 'Behance',
+		icon: BehanceIcon,
+	},
+	{
+		name: 'chain',
+		attributes: { service: 'chain' },
+		title: 'Link',
+		icon: ChainIcon,
+	},
+	{
+		name: 'codepen',
+		attributes: { service: 'codepen' },
+		title: 'CodePen',
+		icon: CodepenIcon,
+	},
+	{
+		name: 'deviantart',
+		attributes: { service: 'deviantart' },
+		title: 'DeviantArt',
+		icon: DeviantArtIcon,
+	},
+	{
+		name: 'dribbble',
+		attributes: { service: 'dribbble' },
+		title: 'Dribbble',
+		icon: DribbbleIcon,
+	},
+	{
+		name: 'dropbox',
+		attributes: { service: 'dropbox' },
+		title: 'Dropbox',
+		icon: DropboxIcon,
+	},
+	{
+		name: 'etsy',
+		attributes: { service: 'etsy' },
+		title: 'Etsy',
+		icon: EtsyIcon,
+	},
+	{
+		name: 'facebook',
+		attributes: { service: 'facebook' },
+		title: 'Facebook',
+		icon: FacebookIcon,
+	},
+	{
+		name: 'feed',
+		attributes: { service: 'feed' },
+		title: 'RSS Feed',
+		icon: FeedIcon,
+	},
+	{
+		name: 'flickr',
+		attributes: { service: 'flickr' },
+		title: 'Flickr',
+		icon: FlickrIcon,
+	},
+	{
+		name: 'foursquare',
+		attributes: { service: 'foursquare' },
+		title: 'Foursquare',
+		icon: FoursquareIcon,
+	},
+	{
+		name: 'goodreads',
+		attributes: { service: 'goodreads' },
+		title: 'Goodreads',
+		icon: GoodreadsIcon,
+	},
+	{
+		name: 'google',
+		attributes: { service: 'google' },
+		title: 'Google',
+		icon: GoogleIcon,
+	},
+	{
+		name: 'github',
+		attributes: { service: 'github' },
+		title: 'GitHub',
+		icon: GitHubIcon,
+	},
+	{
+		name: 'instagram',
+		attributes: { service: 'instagram' },
+		title: 'Instagram',
+		icon: InstagramIcon,
+	},
+	{
+		name: 'lastfm',
+		attributes: { service: 'lastfm' },
+		title: 'Last.fm',
+		icon: LastfmIcon,
+	},
+	{
+		name: 'linkedin',
+		attributes: { service: 'linkedin' },
+		title: 'LinkedIn',
+		icon: LinkedInIcon,
+	},
+	{
+		name: 'mail',
+		attributes: { service: 'mail' },
+		title: 'Mail',
+		icon: MailIcon,
+	},
+	{
+		name: 'mastodon',
+		attributes: { service: 'mastodon' },
+		title: 'Mastodon',
+		icon: MastodonIcon,
+	},
+	{
+		name: 'meetup',
+		attributes: { service: 'meetup' },
+		title: 'Meetup',
+		icon: MeetupIcon,
+	},
+	{
+		name: 'medium',
+		attributes: { service: 'medium' },
+		title: 'Medium',
+		icon: MediumIcon,
+	},
+	{
+		name: 'pinterest',
+		attributes: { service: 'pinterest' },
+		title: 'Pinterest',
+		icon: PinterestIcon,
+	},
+	{
+		name: 'pocket',
+		attributes: { service: 'pocket' },
+		title: 'Pocket',
+		icon: PocketIcon,
+	},
+	{
+		name: 'reddit',
+		attributes: { service: 'reddit' },
+		title: 'Reddit',
+		icon: RedditIcon,
+	},
+	{
+		name: 'skype',
+		attributes: { service: 'skype' },
+		title: 'Skype',
+		icon: SkypeIcon,
+	},
+	{
+		name: 'snapchat',
+		attributes: { service: 'snapchat' },
+		title: 'Snapchat',
+		icon: SnapchatIcon,
+	},
+	{
+		name: 'soundcloud',
+		attributes: { service: 'soundcloud' },
+		title: 'SoundCloud',
+		icon: SoundCloudIcon,
+	},
+	{
+		name: 'spotify',
+		attributes: { service: 'spotify' },
+		title: 'Spotify',
+		icon: SpotifyIcon,
+	},
+	{
+		name: 'tumblr',
+		attributes: { service: 'tumblr' },
+		title: 'Tumblr',
+		icon: TumblrIcon,
+	},
+	{
+		name: 'twitch',
+		attributes: { service: 'twitch' },
+		title: 'Twitch',
+		icon: TwitchIcon,
+	},
+	{
+		name: 'twitter',
+		attributes: { service: 'twitter' },
+		title: 'Twitter',
+		icon: TwitterIcon,
+	},
+	{
+		name: 'vimeo',
+		attributes: { service: 'vimeo' },
+		title: 'Vimeo',
+		icon: VimeoIcon,
+	},
+	{
+		name: 'vk',
+		attributes: { service: 'vk' },
+		title: 'VK',
+		icon: VkIcon,
+	},
+	{
+		name: 'yelp',
+		attributes: { service: 'yelp' },
+		title: 'Yelp',
+		icon: YelpIcon,
+	},
+	{
+		name: 'youtube',
+		attributes: { service: 'youtube' },
+		title: 'YouTube',
+		icon: YouTubeIcon,
+	},
+];
+
+export default variations;
diff --git a/packages/block-library/src/social-links/edit.js b/packages/block-library/src/social-links/edit.js
index a164d5f6611ce7..6677bcfe0569fc 100644
--- a/packages/block-library/src/social-links/edit.js
+++ b/packages/block-library/src/social-links/edit.js
@@ -4,23 +4,19 @@
 
 import { InnerBlocks } from '@wordpress/block-editor';
 
-/**
- * Internal dependencies
- */
-import socialList from '../social-link/social-list';
-
-const ALLOWED_BLOCKS = Object.keys( socialList ).map( ( site ) => {
-	return 'core/social-link-' + site;
-} );
+const ALLOWED_BLOCKS = [ 'core/social-link' ];
 
 // Template contains the links that show when start.
 const TEMPLATE = [
-	[ 'core/social-link-wordpress', { url: 'https://wordpress.org' } ],
-	[ 'core/social-link-facebook' ],
-	[ 'core/social-link-twitter' ],
-	[ 'core/social-link-instagram' ],
-	[ 'core/social-link-linkedin' ],
-	[ 'core/social-link-youtube' ],
+	[
+		'core/social-link',
+		{ service: 'wordpress', url: 'https://wordpress.org' },
+	],
+	[ 'core/social-link', { service: 'facebook' } ],
+	[ 'core/social-link', { service: 'twitter' } ],
+	[ 'core/social-link', { service: 'instagram' } ],
+	[ 'core/social-link', { service: 'linkedin' } ],
+	[ 'core/social-link', { service: 'youtube' } ],
 ];
 
 export const SocialLinksEdit = function( { className } ) {
diff --git a/packages/block-library/src/social-links/index.js b/packages/block-library/src/social-links/index.js
index 13549051c9030c..2bd8b467ca0044 100644
--- a/packages/block-library/src/social-links/index.js
+++ b/packages/block-library/src/social-links/index.js
@@ -25,16 +25,25 @@ export const settings = {
 	example: {
 		innerBlocks: [
 			{
-				name: 'core/social-link-wordpress',
-				attributes: { url: 'https://wordpress.org' },
+				name: 'core/social-link',
+				attributes: {
+					service: 'wordpress',
+					url: 'https://wordpress.org',
+				},
 			},
 			{
-				name: 'core/social-link-facebook',
-				attributes: { url: 'https://www.facebook.com/WordPress/' },
+				name: 'core/social-link',
+				attributes: {
+					service: 'facebook',
+					url: 'https://www.facebook.com/WordPress/',
+				},
 			},
 			{
-				name: 'core/social-link-twitter',
-				attributes: { url: 'https://twitter.com/WordPress' },
+				name: 'core/social-link',
+				attributes: {
+					service: 'twitter',
+					url: 'https://twitter.com/WordPress',
+				},
 			},
 		],
 	},
diff --git a/packages/blocks/src/api/parser.js b/packages/blocks/src/api/parser.js
index 85b44d31468d8c..72b45bb12d9de7 100644
--- a/packages/blocks/src/api/parser.js
+++ b/packages/blocks/src/api/parser.js
@@ -429,6 +429,14 @@ export function createBlockWithFallback( blockNode ) {
 		name = 'core/paragraph';
 	}
 
+	// Convert derivative blocks such as 'core/social-link-wordpress' to the
+	// canonical form 'core/social-link'.
+	if ( name && name.indexOf( 'core/social-link-' ) === 0 ) {
+		// Capture `social-link-wordpress` into `{"service":"wordpress"}`
+		attributes.service = name.substring( 17 );
+		name = 'core/social-link';
+	}
+
 	// Fallback content may be upgraded from classic editor expecting implicit
 	// automatic paragraphs, so preserve them. Assumes wpautop is idempotent,
 	// meaning there are no negative consequences to repeated autop calls.
diff --git a/packages/e2e-tests/fixtures/blocks/core__social-link-amazon.json b/packages/e2e-tests/fixtures/blocks/core__social-link-amazon.json
index a081e60faa76f2..000051fbbfcdcb 100644
--- a/packages/e2e-tests/fixtures/blocks/core__social-link-amazon.json
+++ b/packages/e2e-tests/fixtures/blocks/core__social-link-amazon.json
@@ -1,11 +1,11 @@
 [
     {
         "clientId": "_clientId_0",
-        "name": "core/social-link-amazon",
+        "name": "core/social-link",
         "isValid": true,
         "attributes": {
             "url": "https://example.com/",
-            "site": "amazon"
+            "service": "amazon"
         },
         "innerBlocks": [],
         "originalContent": ""
diff --git a/packages/e2e-tests/fixtures/blocks/core__social-link-amazon.serialized.html b/packages/e2e-tests/fixtures/blocks/core__social-link-amazon.serialized.html
index c630c4dcfdca92..1a1cfe05793716 100644
--- a/packages/e2e-tests/fixtures/blocks/core__social-link-amazon.serialized.html
+++ b/packages/e2e-tests/fixtures/blocks/core__social-link-amazon.serialized.html
@@ -1 +1 @@
-<!-- wp:social-link-amazon {"url":"https://example.com/"} /-->
+<!-- wp:social-link {"url":"https://example.com/","service":"amazon"} /-->
diff --git a/packages/e2e-tests/fixtures/blocks/core__social-link-bandcamp.json b/packages/e2e-tests/fixtures/blocks/core__social-link-bandcamp.json
index cdbfb242c9c241..d6892b010595ee 100644
--- a/packages/e2e-tests/fixtures/blocks/core__social-link-bandcamp.json
+++ b/packages/e2e-tests/fixtures/blocks/core__social-link-bandcamp.json
@@ -1,11 +1,11 @@
 [
     {
         "clientId": "_clientId_0",
-        "name": "core/social-link-bandcamp",
+        "name": "core/social-link",
         "isValid": true,
         "attributes": {
             "url": "https://example.com/",
-            "site": "bandcamp"
+            "service": "bandcamp"
         },
         "innerBlocks": [],
         "originalContent": ""
diff --git a/packages/e2e-tests/fixtures/blocks/core__social-link-bandcamp.serialized.html b/packages/e2e-tests/fixtures/blocks/core__social-link-bandcamp.serialized.html
index cae593328da616..5007e717d94992 100644
--- a/packages/e2e-tests/fixtures/blocks/core__social-link-bandcamp.serialized.html
+++ b/packages/e2e-tests/fixtures/blocks/core__social-link-bandcamp.serialized.html
@@ -1 +1 @@
-<!-- wp:social-link-bandcamp {"url":"https://example.com/"} /-->
+<!-- wp:social-link {"url":"https://example.com/","service":"bandcamp"} /-->
diff --git a/packages/e2e-tests/fixtures/blocks/core__social-link-behance.json b/packages/e2e-tests/fixtures/blocks/core__social-link-behance.json
index fe6a3cfdfaf395..da98473d54df2b 100644
--- a/packages/e2e-tests/fixtures/blocks/core__social-link-behance.json
+++ b/packages/e2e-tests/fixtures/blocks/core__social-link-behance.json
@@ -1,11 +1,11 @@
 [
     {
         "clientId": "_clientId_0",
-        "name": "core/social-link-behance",
+        "name": "core/social-link",
         "isValid": true,
         "attributes": {
             "url": "https://example.com/",
-            "site": "behance"
+            "service": "behance"
         },
         "innerBlocks": [],
         "originalContent": ""
diff --git a/packages/e2e-tests/fixtures/blocks/core__social-link-behance.serialized.html b/packages/e2e-tests/fixtures/blocks/core__social-link-behance.serialized.html
index af865404ba3c60..6b304bbb20cff3 100644
--- a/packages/e2e-tests/fixtures/blocks/core__social-link-behance.serialized.html
+++ b/packages/e2e-tests/fixtures/blocks/core__social-link-behance.serialized.html
@@ -1 +1 @@
-<!-- wp:social-link-behance {"url":"https://example.com/"} /-->
+<!-- wp:social-link {"url":"https://example.com/","service":"behance"} /-->
diff --git a/packages/e2e-tests/fixtures/blocks/core__social-link-chain.json b/packages/e2e-tests/fixtures/blocks/core__social-link-chain.json
index def33c86baed38..f299314f87247c 100644
--- a/packages/e2e-tests/fixtures/blocks/core__social-link-chain.json
+++ b/packages/e2e-tests/fixtures/blocks/core__social-link-chain.json
@@ -1,11 +1,11 @@
 [
     {
         "clientId": "_clientId_0",
-        "name": "core/social-link-chain",
+        "name": "core/social-link",
         "isValid": true,
         "attributes": {
             "url": "https://example.com/",
-            "site": "chain"
+            "service": "chain"
         },
         "innerBlocks": [],
         "originalContent": ""
diff --git a/packages/e2e-tests/fixtures/blocks/core__social-link-chain.serialized.html b/packages/e2e-tests/fixtures/blocks/core__social-link-chain.serialized.html
index aa4518a2fb5818..915831a921f569 100644
--- a/packages/e2e-tests/fixtures/blocks/core__social-link-chain.serialized.html
+++ b/packages/e2e-tests/fixtures/blocks/core__social-link-chain.serialized.html
@@ -1 +1 @@
-<!-- wp:social-link-chain {"url":"https://example.com/"} /-->
+<!-- wp:social-link {"url":"https://example.com/","service":"chain"} /-->
diff --git a/packages/e2e-tests/fixtures/blocks/core__social-link-codepen.json b/packages/e2e-tests/fixtures/blocks/core__social-link-codepen.json
index fe1f234fe10cbc..63e3aea6bb2a71 100644
--- a/packages/e2e-tests/fixtures/blocks/core__social-link-codepen.json
+++ b/packages/e2e-tests/fixtures/blocks/core__social-link-codepen.json
@@ -1,11 +1,11 @@
 [
     {
         "clientId": "_clientId_0",
-        "name": "core/social-link-codepen",
+        "name": "core/social-link",
         "isValid": true,
         "attributes": {
             "url": "https://example.com/",
-            "site": "codepen"
+            "service": "codepen"
         },
         "innerBlocks": [],
         "originalContent": ""
diff --git a/packages/e2e-tests/fixtures/blocks/core__social-link-codepen.serialized.html b/packages/e2e-tests/fixtures/blocks/core__social-link-codepen.serialized.html
index 9ec65de01260b3..0fccfa88c004e2 100644
--- a/packages/e2e-tests/fixtures/blocks/core__social-link-codepen.serialized.html
+++ b/packages/e2e-tests/fixtures/blocks/core__social-link-codepen.serialized.html
@@ -1 +1 @@
-<!-- wp:social-link-codepen {"url":"https://example.com/"} /-->
+<!-- wp:social-link {"url":"https://example.com/","service":"codepen"} /-->
diff --git a/packages/e2e-tests/fixtures/blocks/core__social-link-deviantart.json b/packages/e2e-tests/fixtures/blocks/core__social-link-deviantart.json
index 316203f142a3ac..5d37f9ec5aec03 100644
--- a/packages/e2e-tests/fixtures/blocks/core__social-link-deviantart.json
+++ b/packages/e2e-tests/fixtures/blocks/core__social-link-deviantart.json
@@ -1,11 +1,11 @@
 [
     {
         "clientId": "_clientId_0",
-        "name": "core/social-link-deviantart",
+        "name": "core/social-link",
         "isValid": true,
         "attributes": {
             "url": "https://example.com/",
-            "site": "deviantart"
+            "service": "deviantart"
         },
         "innerBlocks": [],
         "originalContent": ""
diff --git a/packages/e2e-tests/fixtures/blocks/core__social-link-deviantart.serialized.html b/packages/e2e-tests/fixtures/blocks/core__social-link-deviantart.serialized.html
index 510edf67f01b54..269832d66c605b 100644
--- a/packages/e2e-tests/fixtures/blocks/core__social-link-deviantart.serialized.html
+++ b/packages/e2e-tests/fixtures/blocks/core__social-link-deviantart.serialized.html
@@ -1 +1 @@
-<!-- wp:social-link-deviantart {"url":"https://example.com/"} /-->
+<!-- wp:social-link {"url":"https://example.com/","service":"deviantart"} /-->
diff --git a/packages/e2e-tests/fixtures/blocks/core__social-link-dribbble.json b/packages/e2e-tests/fixtures/blocks/core__social-link-dribbble.json
index 303a091a45bcef..f582c24312c12e 100644
--- a/packages/e2e-tests/fixtures/blocks/core__social-link-dribbble.json
+++ b/packages/e2e-tests/fixtures/blocks/core__social-link-dribbble.json
@@ -1,11 +1,11 @@
 [
     {
         "clientId": "_clientId_0",
-        "name": "core/social-link-dribbble",
+        "name": "core/social-link",
         "isValid": true,
         "attributes": {
             "url": "https://example.com/",
-            "site": "dribbble"
+            "service": "dribbble"
         },
         "innerBlocks": [],
         "originalContent": ""
diff --git a/packages/e2e-tests/fixtures/blocks/core__social-link-dribbble.serialized.html b/packages/e2e-tests/fixtures/blocks/core__social-link-dribbble.serialized.html
index aa3ffa36021486..86259ed53f3213 100644
--- a/packages/e2e-tests/fixtures/blocks/core__social-link-dribbble.serialized.html
+++ b/packages/e2e-tests/fixtures/blocks/core__social-link-dribbble.serialized.html
@@ -1 +1 @@
-<!-- wp:social-link-dribbble {"url":"https://example.com/"} /-->
+<!-- wp:social-link {"url":"https://example.com/","service":"dribbble"} /-->
diff --git a/packages/e2e-tests/fixtures/blocks/core__social-link-dropbox.json b/packages/e2e-tests/fixtures/blocks/core__social-link-dropbox.json
index 1495c5c0de9d84..83f8afb595b62f 100644
--- a/packages/e2e-tests/fixtures/blocks/core__social-link-dropbox.json
+++ b/packages/e2e-tests/fixtures/blocks/core__social-link-dropbox.json
@@ -1,11 +1,11 @@
 [
     {
         "clientId": "_clientId_0",
-        "name": "core/social-link-dropbox",
+        "name": "core/social-link",
         "isValid": true,
         "attributes": {
             "url": "https://example.com/",
-            "site": "dropbox"
+            "service": "dropbox"
         },
         "innerBlocks": [],
         "originalContent": ""
diff --git a/packages/e2e-tests/fixtures/blocks/core__social-link-dropbox.serialized.html b/packages/e2e-tests/fixtures/blocks/core__social-link-dropbox.serialized.html
index f6050fe6fc970b..af73b16f651f6a 100644
--- a/packages/e2e-tests/fixtures/blocks/core__social-link-dropbox.serialized.html
+++ b/packages/e2e-tests/fixtures/blocks/core__social-link-dropbox.serialized.html
@@ -1 +1 @@
-<!-- wp:social-link-dropbox {"url":"https://example.com/"} /-->
+<!-- wp:social-link {"url":"https://example.com/","service":"dropbox"} /-->
diff --git a/packages/e2e-tests/fixtures/blocks/core__social-link-etsy.json b/packages/e2e-tests/fixtures/blocks/core__social-link-etsy.json
index 1b1af269814c0a..ee0b2a360af201 100644
--- a/packages/e2e-tests/fixtures/blocks/core__social-link-etsy.json
+++ b/packages/e2e-tests/fixtures/blocks/core__social-link-etsy.json
@@ -1,11 +1,11 @@
 [
     {
         "clientId": "_clientId_0",
-        "name": "core/social-link-etsy",
+        "name": "core/social-link",
         "isValid": true,
         "attributes": {
             "url": "https://example.com/",
-            "site": "etsy"
+            "service": "etsy"
         },
         "innerBlocks": [],
         "originalContent": ""
diff --git a/packages/e2e-tests/fixtures/blocks/core__social-link-etsy.serialized.html b/packages/e2e-tests/fixtures/blocks/core__social-link-etsy.serialized.html
index 4a5f4d13550e83..75d5e231735157 100644
--- a/packages/e2e-tests/fixtures/blocks/core__social-link-etsy.serialized.html
+++ b/packages/e2e-tests/fixtures/blocks/core__social-link-etsy.serialized.html
@@ -1 +1 @@
-<!-- wp:social-link-etsy {"url":"https://example.com/"} /-->
+<!-- wp:social-link {"url":"https://example.com/","service":"etsy"} /-->
diff --git a/packages/e2e-tests/fixtures/blocks/core__social-link-facebook.json b/packages/e2e-tests/fixtures/blocks/core__social-link-facebook.json
index 8d15595a70e818..8533181c44de31 100644
--- a/packages/e2e-tests/fixtures/blocks/core__social-link-facebook.json
+++ b/packages/e2e-tests/fixtures/blocks/core__social-link-facebook.json
@@ -1,11 +1,11 @@
 [
     {
         "clientId": "_clientId_0",
-        "name": "core/social-link-facebook",
+        "name": "core/social-link",
         "isValid": true,
         "attributes": {
             "url": "https://example.com/",
-            "site": "facebook"
+            "service": "facebook"
         },
         "innerBlocks": [],
         "originalContent": ""
diff --git a/packages/e2e-tests/fixtures/blocks/core__social-link-facebook.serialized.html b/packages/e2e-tests/fixtures/blocks/core__social-link-facebook.serialized.html
index 0c68ee581f6ba0..35f148cc6a13f6 100644
--- a/packages/e2e-tests/fixtures/blocks/core__social-link-facebook.serialized.html
+++ b/packages/e2e-tests/fixtures/blocks/core__social-link-facebook.serialized.html
@@ -1 +1 @@
-<!-- wp:social-link-facebook {"url":"https://example.com/"} /-->
+<!-- wp:social-link {"url":"https://example.com/","service":"facebook"} /-->
diff --git a/packages/e2e-tests/fixtures/blocks/core__social-link-feed.json b/packages/e2e-tests/fixtures/blocks/core__social-link-feed.json
index 8dbe5639671b02..a19a333a40f279 100644
--- a/packages/e2e-tests/fixtures/blocks/core__social-link-feed.json
+++ b/packages/e2e-tests/fixtures/blocks/core__social-link-feed.json
@@ -1,11 +1,11 @@
 [
     {
         "clientId": "_clientId_0",
-        "name": "core/social-link-feed",
+        "name": "core/social-link",
         "isValid": true,
         "attributes": {
             "url": "https://example.com/",
-            "site": "feed"
+            "service": "feed"
         },
         "innerBlocks": [],
         "originalContent": ""
diff --git a/packages/e2e-tests/fixtures/blocks/core__social-link-feed.serialized.html b/packages/e2e-tests/fixtures/blocks/core__social-link-feed.serialized.html
index 3ff3168cad63aa..9b256fdaa81a63 100644
--- a/packages/e2e-tests/fixtures/blocks/core__social-link-feed.serialized.html
+++ b/packages/e2e-tests/fixtures/blocks/core__social-link-feed.serialized.html
@@ -1 +1 @@
-<!-- wp:social-link-feed {"url":"https://example.com/"} /-->
+<!-- wp:social-link {"url":"https://example.com/","service":"feed"} /-->
diff --git a/packages/e2e-tests/fixtures/blocks/core__social-link-fivehundredpx.json b/packages/e2e-tests/fixtures/blocks/core__social-link-fivehundredpx.json
index 9877ca611654d9..74658046104e01 100644
--- a/packages/e2e-tests/fixtures/blocks/core__social-link-fivehundredpx.json
+++ b/packages/e2e-tests/fixtures/blocks/core__social-link-fivehundredpx.json
@@ -1,11 +1,11 @@
 [
     {
         "clientId": "_clientId_0",
-        "name": "core/social-link-fivehundredpx",
+        "name": "core/social-link",
         "isValid": true,
         "attributes": {
             "url": "https://example.com/",
-            "site": "fivehundredpx"
+            "service": "fivehundredpx"
         },
         "innerBlocks": [],
         "originalContent": ""
diff --git a/packages/e2e-tests/fixtures/blocks/core__social-link-fivehundredpx.serialized.html b/packages/e2e-tests/fixtures/blocks/core__social-link-fivehundredpx.serialized.html
index cc789b624ef6c4..b267caa66cc5d2 100644
--- a/packages/e2e-tests/fixtures/blocks/core__social-link-fivehundredpx.serialized.html
+++ b/packages/e2e-tests/fixtures/blocks/core__social-link-fivehundredpx.serialized.html
@@ -1 +1 @@
-<!-- wp:social-link-fivehundredpx {"url":"https://example.com/"} /-->
+<!-- wp:social-link {"url":"https://example.com/","service":"fivehundredpx"} /-->
diff --git a/packages/e2e-tests/fixtures/blocks/core__social-link-flickr.json b/packages/e2e-tests/fixtures/blocks/core__social-link-flickr.json
index d17d87bfb21b76..6808d740bcfb24 100644
--- a/packages/e2e-tests/fixtures/blocks/core__social-link-flickr.json
+++ b/packages/e2e-tests/fixtures/blocks/core__social-link-flickr.json
@@ -1,11 +1,11 @@
 [
     {
         "clientId": "_clientId_0",
-        "name": "core/social-link-flickr",
+        "name": "core/social-link",
         "isValid": true,
         "attributes": {
             "url": "https://example.com/",
-            "site": "flickr"
+            "service": "flickr"
         },
         "innerBlocks": [],
         "originalContent": ""
diff --git a/packages/e2e-tests/fixtures/blocks/core__social-link-flickr.serialized.html b/packages/e2e-tests/fixtures/blocks/core__social-link-flickr.serialized.html
index bee73541a66365..6a5ae37d0d609e 100644
--- a/packages/e2e-tests/fixtures/blocks/core__social-link-flickr.serialized.html
+++ b/packages/e2e-tests/fixtures/blocks/core__social-link-flickr.serialized.html
@@ -1 +1 @@
-<!-- wp:social-link-flickr {"url":"https://example.com/"} /-->
+<!-- wp:social-link {"url":"https://example.com/","service":"flickr"} /-->
diff --git a/packages/e2e-tests/fixtures/blocks/core__social-link-foursquare.json b/packages/e2e-tests/fixtures/blocks/core__social-link-foursquare.json
index 1ee1b8c87c4518..ed849f7e335c05 100644
--- a/packages/e2e-tests/fixtures/blocks/core__social-link-foursquare.json
+++ b/packages/e2e-tests/fixtures/blocks/core__social-link-foursquare.json
@@ -1,11 +1,11 @@
 [
     {
         "clientId": "_clientId_0",
-        "name": "core/social-link-foursquare",
+        "name": "core/social-link",
         "isValid": true,
         "attributes": {
             "url": "https://example.com/",
-            "site": "foursquare"
+            "service": "foursquare"
         },
         "innerBlocks": [],
         "originalContent": ""
diff --git a/packages/e2e-tests/fixtures/blocks/core__social-link-foursquare.serialized.html b/packages/e2e-tests/fixtures/blocks/core__social-link-foursquare.serialized.html
index 7d340ca429e653..572892ebddc17c 100644
--- a/packages/e2e-tests/fixtures/blocks/core__social-link-foursquare.serialized.html
+++ b/packages/e2e-tests/fixtures/blocks/core__social-link-foursquare.serialized.html
@@ -1 +1 @@
-<!-- wp:social-link-foursquare {"url":"https://example.com/"} /-->
+<!-- wp:social-link {"url":"https://example.com/","service":"foursquare"} /-->
diff --git a/packages/e2e-tests/fixtures/blocks/core__social-link-github.json b/packages/e2e-tests/fixtures/blocks/core__social-link-github.json
index d9c1a71503d96e..f4072c78aa065c 100644
--- a/packages/e2e-tests/fixtures/blocks/core__social-link-github.json
+++ b/packages/e2e-tests/fixtures/blocks/core__social-link-github.json
@@ -1,11 +1,11 @@
 [
     {
         "clientId": "_clientId_0",
-        "name": "core/social-link-github",
+        "name": "core/social-link",
         "isValid": true,
         "attributes": {
             "url": "https://example.com/",
-            "site": "github"
+            "service": "github"
         },
         "innerBlocks": [],
         "originalContent": ""
diff --git a/packages/e2e-tests/fixtures/blocks/core__social-link-github.serialized.html b/packages/e2e-tests/fixtures/blocks/core__social-link-github.serialized.html
index b22a22d38d1824..1c2cbb54e2933a 100644
--- a/packages/e2e-tests/fixtures/blocks/core__social-link-github.serialized.html
+++ b/packages/e2e-tests/fixtures/blocks/core__social-link-github.serialized.html
@@ -1 +1 @@
-<!-- wp:social-link-github {"url":"https://example.com/"} /-->
+<!-- wp:social-link {"url":"https://example.com/","service":"github"} /-->
diff --git a/packages/e2e-tests/fixtures/blocks/core__social-link-goodreads.json b/packages/e2e-tests/fixtures/blocks/core__social-link-goodreads.json
index 8dd4f45ab71b04..66d78dfef4edb7 100644
--- a/packages/e2e-tests/fixtures/blocks/core__social-link-goodreads.json
+++ b/packages/e2e-tests/fixtures/blocks/core__social-link-goodreads.json
@@ -1,11 +1,11 @@
 [
     {
         "clientId": "_clientId_0",
-        "name": "core/social-link-goodreads",
+        "name": "core/social-link",
         "isValid": true,
         "attributes": {
             "url": "https://example.com/",
-            "site": "goodreads"
+            "service": "goodreads"
         },
         "innerBlocks": [],
         "originalContent": ""
diff --git a/packages/e2e-tests/fixtures/blocks/core__social-link-goodreads.serialized.html b/packages/e2e-tests/fixtures/blocks/core__social-link-goodreads.serialized.html
index 149e3173fcbd5a..0a7211baa6b145 100644
--- a/packages/e2e-tests/fixtures/blocks/core__social-link-goodreads.serialized.html
+++ b/packages/e2e-tests/fixtures/blocks/core__social-link-goodreads.serialized.html
@@ -1 +1 @@
-<!-- wp:social-link-goodreads {"url":"https://example.com/"} /-->
+<!-- wp:social-link {"url":"https://example.com/","service":"goodreads"} /-->
diff --git a/packages/e2e-tests/fixtures/blocks/core__social-link-google.json b/packages/e2e-tests/fixtures/blocks/core__social-link-google.json
index f9e932f1175096..b60a424b442f12 100644
--- a/packages/e2e-tests/fixtures/blocks/core__social-link-google.json
+++ b/packages/e2e-tests/fixtures/blocks/core__social-link-google.json
@@ -1,11 +1,11 @@
 [
     {
         "clientId": "_clientId_0",
-        "name": "core/social-link-google",
+        "name": "core/social-link",
         "isValid": true,
         "attributes": {
             "url": "https://example.com/",
-            "site": "google"
+            "service": "google"
         },
         "innerBlocks": [],
         "originalContent": ""
diff --git a/packages/e2e-tests/fixtures/blocks/core__social-link-google.serialized.html b/packages/e2e-tests/fixtures/blocks/core__social-link-google.serialized.html
index bb287992b2a60b..837d25d3294322 100644
--- a/packages/e2e-tests/fixtures/blocks/core__social-link-google.serialized.html
+++ b/packages/e2e-tests/fixtures/blocks/core__social-link-google.serialized.html
@@ -1 +1 @@
-<!-- wp:social-link-google {"url":"https://example.com/"} /-->
+<!-- wp:social-link {"url":"https://example.com/","service":"google"} /-->
diff --git a/packages/e2e-tests/fixtures/blocks/core__social-link-instagram.json b/packages/e2e-tests/fixtures/blocks/core__social-link-instagram.json
index 671483001d5ffa..b76916c19ad80c 100644
--- a/packages/e2e-tests/fixtures/blocks/core__social-link-instagram.json
+++ b/packages/e2e-tests/fixtures/blocks/core__social-link-instagram.json
@@ -1,11 +1,11 @@
 [
     {
         "clientId": "_clientId_0",
-        "name": "core/social-link-instagram",
+        "name": "core/social-link",
         "isValid": true,
         "attributes": {
             "url": "https://example.com/",
-            "site": "instagram"
+            "service": "instagram"
         },
         "innerBlocks": [],
         "originalContent": ""
diff --git a/packages/e2e-tests/fixtures/blocks/core__social-link-instagram.serialized.html b/packages/e2e-tests/fixtures/blocks/core__social-link-instagram.serialized.html
index 9128e9ad8d13a0..8a6ca41fc24844 100644
--- a/packages/e2e-tests/fixtures/blocks/core__social-link-instagram.serialized.html
+++ b/packages/e2e-tests/fixtures/blocks/core__social-link-instagram.serialized.html
@@ -1 +1 @@
-<!-- wp:social-link-instagram {"url":"https://example.com/"} /-->
+<!-- wp:social-link {"url":"https://example.com/","service":"instagram"} /-->
diff --git a/packages/e2e-tests/fixtures/blocks/core__social-link-lastfm.json b/packages/e2e-tests/fixtures/blocks/core__social-link-lastfm.json
index 175b295ee8503f..9d5ccc5fbf5f83 100644
--- a/packages/e2e-tests/fixtures/blocks/core__social-link-lastfm.json
+++ b/packages/e2e-tests/fixtures/blocks/core__social-link-lastfm.json
@@ -1,11 +1,11 @@
 [
     {
         "clientId": "_clientId_0",
-        "name": "core/social-link-lastfm",
+        "name": "core/social-link",
         "isValid": true,
         "attributes": {
             "url": "https://example.com/",
-            "site": "lastfm"
+            "service": "lastfm"
         },
         "innerBlocks": [],
         "originalContent": ""
diff --git a/packages/e2e-tests/fixtures/blocks/core__social-link-lastfm.serialized.html b/packages/e2e-tests/fixtures/blocks/core__social-link-lastfm.serialized.html
index 8c7b86908204de..9dbcedf352dcd0 100644
--- a/packages/e2e-tests/fixtures/blocks/core__social-link-lastfm.serialized.html
+++ b/packages/e2e-tests/fixtures/blocks/core__social-link-lastfm.serialized.html
@@ -1 +1 @@
-<!-- wp:social-link-lastfm {"url":"https://example.com/"} /-->
+<!-- wp:social-link {"url":"https://example.com/","service":"lastfm"} /-->
diff --git a/packages/e2e-tests/fixtures/blocks/core__social-link-linkedin.json b/packages/e2e-tests/fixtures/blocks/core__social-link-linkedin.json
index 178d79b10833f9..f6db83bd718f22 100644
--- a/packages/e2e-tests/fixtures/blocks/core__social-link-linkedin.json
+++ b/packages/e2e-tests/fixtures/blocks/core__social-link-linkedin.json
@@ -1,11 +1,11 @@
 [
     {
         "clientId": "_clientId_0",
-        "name": "core/social-link-linkedin",
+        "name": "core/social-link",
         "isValid": true,
         "attributes": {
             "url": "https://example.com/",
-            "site": "linkedin"
+            "service": "linkedin"
         },
         "innerBlocks": [],
         "originalContent": ""
diff --git a/packages/e2e-tests/fixtures/blocks/core__social-link-linkedin.serialized.html b/packages/e2e-tests/fixtures/blocks/core__social-link-linkedin.serialized.html
index 833e2a7b2a2e00..71f8199ac58aba 100644
--- a/packages/e2e-tests/fixtures/blocks/core__social-link-linkedin.serialized.html
+++ b/packages/e2e-tests/fixtures/blocks/core__social-link-linkedin.serialized.html
@@ -1 +1 @@
-<!-- wp:social-link-linkedin {"url":"https://example.com/"} /-->
+<!-- wp:social-link {"url":"https://example.com/","service":"linkedin"} /-->
diff --git a/packages/e2e-tests/fixtures/blocks/core__social-link-mail.json b/packages/e2e-tests/fixtures/blocks/core__social-link-mail.json
index d78a44bd488590..687c99385e577b 100644
--- a/packages/e2e-tests/fixtures/blocks/core__social-link-mail.json
+++ b/packages/e2e-tests/fixtures/blocks/core__social-link-mail.json
@@ -1,11 +1,11 @@
 [
     {
         "clientId": "_clientId_0",
-        "name": "core/social-link-mail",
+        "name": "core/social-link",
         "isValid": true,
         "attributes": {
             "url": "https://example.com/",
-            "site": "mail"
+            "service": "mail"
         },
         "innerBlocks": [],
         "originalContent": ""
diff --git a/packages/e2e-tests/fixtures/blocks/core__social-link-mail.serialized.html b/packages/e2e-tests/fixtures/blocks/core__social-link-mail.serialized.html
index 1d2554c0627cd9..11b7649e632905 100644
--- a/packages/e2e-tests/fixtures/blocks/core__social-link-mail.serialized.html
+++ b/packages/e2e-tests/fixtures/blocks/core__social-link-mail.serialized.html
@@ -1 +1 @@
-<!-- wp:social-link-mail {"url":"https://example.com/"} /-->
+<!-- wp:social-link {"url":"https://example.com/","service":"mail"} /-->
diff --git a/packages/e2e-tests/fixtures/blocks/core__social-link-mastodon.json b/packages/e2e-tests/fixtures/blocks/core__social-link-mastodon.json
index 8863d06052d350..ccee24956d843c 100644
--- a/packages/e2e-tests/fixtures/blocks/core__social-link-mastodon.json
+++ b/packages/e2e-tests/fixtures/blocks/core__social-link-mastodon.json
@@ -1,11 +1,11 @@
 [
     {
         "clientId": "_clientId_0",
-        "name": "core/social-link-mastodon",
+        "name": "core/social-link",
         "isValid": true,
         "attributes": {
             "url": "https://example.com/",
-            "site": "mastodon"
+            "service": "mastodon"
         },
         "innerBlocks": [],
         "originalContent": ""
diff --git a/packages/e2e-tests/fixtures/blocks/core__social-link-mastodon.serialized.html b/packages/e2e-tests/fixtures/blocks/core__social-link-mastodon.serialized.html
index 918161e393320d..aff11fdeb246c2 100644
--- a/packages/e2e-tests/fixtures/blocks/core__social-link-mastodon.serialized.html
+++ b/packages/e2e-tests/fixtures/blocks/core__social-link-mastodon.serialized.html
@@ -1 +1 @@
-<!-- wp:social-link-mastodon {"url":"https://example.com/"} /-->
+<!-- wp:social-link {"url":"https://example.com/","service":"mastodon"} /-->
diff --git a/packages/e2e-tests/fixtures/blocks/core__social-link-medium.json b/packages/e2e-tests/fixtures/blocks/core__social-link-medium.json
index 4e6059a0a46420..e7c7a35d286b75 100644
--- a/packages/e2e-tests/fixtures/blocks/core__social-link-medium.json
+++ b/packages/e2e-tests/fixtures/blocks/core__social-link-medium.json
@@ -1,11 +1,11 @@
 [
     {
         "clientId": "_clientId_0",
-        "name": "core/social-link-medium",
+        "name": "core/social-link",
         "isValid": true,
         "attributes": {
             "url": "https://example.com/",
-            "site": "medium"
+            "service": "medium"
         },
         "innerBlocks": [],
         "originalContent": ""
diff --git a/packages/e2e-tests/fixtures/blocks/core__social-link-medium.serialized.html b/packages/e2e-tests/fixtures/blocks/core__social-link-medium.serialized.html
index 8d05b709cbf6ce..a0a0d6bf5cd177 100644
--- a/packages/e2e-tests/fixtures/blocks/core__social-link-medium.serialized.html
+++ b/packages/e2e-tests/fixtures/blocks/core__social-link-medium.serialized.html
@@ -1 +1 @@
-<!-- wp:social-link-medium {"url":"https://example.com/"} /-->
+<!-- wp:social-link {"url":"https://example.com/","service":"medium"} /-->
diff --git a/packages/e2e-tests/fixtures/blocks/core__social-link-meetup.json b/packages/e2e-tests/fixtures/blocks/core__social-link-meetup.json
index 060ec9070f81cc..d5ae3d17e06bdc 100644
--- a/packages/e2e-tests/fixtures/blocks/core__social-link-meetup.json
+++ b/packages/e2e-tests/fixtures/blocks/core__social-link-meetup.json
@@ -1,11 +1,11 @@
 [
     {
         "clientId": "_clientId_0",
-        "name": "core/social-link-meetup",
+        "name": "core/social-link",
         "isValid": true,
         "attributes": {
             "url": "https://example.com/",
-            "site": "meetup"
+            "service": "meetup"
         },
         "innerBlocks": [],
         "originalContent": ""
diff --git a/packages/e2e-tests/fixtures/blocks/core__social-link-meetup.serialized.html b/packages/e2e-tests/fixtures/blocks/core__social-link-meetup.serialized.html
index fad1ee2daf2932..9c1b7e58d3d6bb 100644
--- a/packages/e2e-tests/fixtures/blocks/core__social-link-meetup.serialized.html
+++ b/packages/e2e-tests/fixtures/blocks/core__social-link-meetup.serialized.html
@@ -1 +1 @@
-<!-- wp:social-link-meetup {"url":"https://example.com/"} /-->
+<!-- wp:social-link {"url":"https://example.com/","service":"meetup"} /-->
diff --git a/packages/e2e-tests/fixtures/blocks/core__social-link-pinterest.json b/packages/e2e-tests/fixtures/blocks/core__social-link-pinterest.json
index ad54fd64317e41..36a02e28e12e65 100644
--- a/packages/e2e-tests/fixtures/blocks/core__social-link-pinterest.json
+++ b/packages/e2e-tests/fixtures/blocks/core__social-link-pinterest.json
@@ -1,11 +1,11 @@
 [
     {
         "clientId": "_clientId_0",
-        "name": "core/social-link-pinterest",
+        "name": "core/social-link",
         "isValid": true,
         "attributes": {
             "url": "https://example.com/",
-            "site": "pinterest"
+            "service": "pinterest"
         },
         "innerBlocks": [],
         "originalContent": ""
diff --git a/packages/e2e-tests/fixtures/blocks/core__social-link-pinterest.serialized.html b/packages/e2e-tests/fixtures/blocks/core__social-link-pinterest.serialized.html
index 1d78b59f30470e..73e3ff1c421770 100644
--- a/packages/e2e-tests/fixtures/blocks/core__social-link-pinterest.serialized.html
+++ b/packages/e2e-tests/fixtures/blocks/core__social-link-pinterest.serialized.html
@@ -1 +1 @@
-<!-- wp:social-link-pinterest {"url":"https://example.com/"} /-->
+<!-- wp:social-link {"url":"https://example.com/","service":"pinterest"} /-->
diff --git a/packages/e2e-tests/fixtures/blocks/core__social-link-pocket.json b/packages/e2e-tests/fixtures/blocks/core__social-link-pocket.json
index 76e391ee54c292..7c2514c126d2c8 100644
--- a/packages/e2e-tests/fixtures/blocks/core__social-link-pocket.json
+++ b/packages/e2e-tests/fixtures/blocks/core__social-link-pocket.json
@@ -1,11 +1,11 @@
 [
     {
         "clientId": "_clientId_0",
-        "name": "core/social-link-pocket",
+        "name": "core/social-link",
         "isValid": true,
         "attributes": {
             "url": "https://example.com/",
-            "site": "pocket"
+            "service": "pocket"
         },
         "innerBlocks": [],
         "originalContent": ""
diff --git a/packages/e2e-tests/fixtures/blocks/core__social-link-pocket.serialized.html b/packages/e2e-tests/fixtures/blocks/core__social-link-pocket.serialized.html
index c65930150dd3a2..e1c26f9d30b185 100644
--- a/packages/e2e-tests/fixtures/blocks/core__social-link-pocket.serialized.html
+++ b/packages/e2e-tests/fixtures/blocks/core__social-link-pocket.serialized.html
@@ -1 +1 @@
-<!-- wp:social-link-pocket {"url":"https://example.com/"} /-->
+<!-- wp:social-link {"url":"https://example.com/","service":"pocket"} /-->
diff --git a/packages/e2e-tests/fixtures/blocks/core__social-link-reddit.json b/packages/e2e-tests/fixtures/blocks/core__social-link-reddit.json
index 8e80c1bdfd2858..02a1b95bad25b9 100644
--- a/packages/e2e-tests/fixtures/blocks/core__social-link-reddit.json
+++ b/packages/e2e-tests/fixtures/blocks/core__social-link-reddit.json
@@ -1,11 +1,11 @@
 [
     {
         "clientId": "_clientId_0",
-        "name": "core/social-link-reddit",
+        "name": "core/social-link",
         "isValid": true,
         "attributes": {
             "url": "https://example.com/",
-            "site": "reddit"
+            "service": "reddit"
         },
         "innerBlocks": [],
         "originalContent": ""
diff --git a/packages/e2e-tests/fixtures/blocks/core__social-link-reddit.serialized.html b/packages/e2e-tests/fixtures/blocks/core__social-link-reddit.serialized.html
index 50ab2ae71ab8d6..ebe21e4deee57e 100644
--- a/packages/e2e-tests/fixtures/blocks/core__social-link-reddit.serialized.html
+++ b/packages/e2e-tests/fixtures/blocks/core__social-link-reddit.serialized.html
@@ -1 +1 @@
-<!-- wp:social-link-reddit {"url":"https://example.com/"} /-->
+<!-- wp:social-link {"url":"https://example.com/","service":"reddit"} /-->
diff --git a/packages/e2e-tests/fixtures/blocks/core__social-link-skype.json b/packages/e2e-tests/fixtures/blocks/core__social-link-skype.json
index c0ae1176050066..e487afd2b69e19 100644
--- a/packages/e2e-tests/fixtures/blocks/core__social-link-skype.json
+++ b/packages/e2e-tests/fixtures/blocks/core__social-link-skype.json
@@ -1,11 +1,11 @@
 [
     {
         "clientId": "_clientId_0",
-        "name": "core/social-link-skype",
+        "name": "core/social-link",
         "isValid": true,
         "attributes": {
             "url": "https://example.com/",
-            "site": "skype"
+            "service": "skype"
         },
         "innerBlocks": [],
         "originalContent": ""
diff --git a/packages/e2e-tests/fixtures/blocks/core__social-link-skype.serialized.html b/packages/e2e-tests/fixtures/blocks/core__social-link-skype.serialized.html
index e152f07c6c1c2a..4ec48df5bc6449 100644
--- a/packages/e2e-tests/fixtures/blocks/core__social-link-skype.serialized.html
+++ b/packages/e2e-tests/fixtures/blocks/core__social-link-skype.serialized.html
@@ -1 +1 @@
-<!-- wp:social-link-skype {"url":"https://example.com/"} /-->
+<!-- wp:social-link {"url":"https://example.com/","service":"skype"} /-->
diff --git a/packages/e2e-tests/fixtures/blocks/core__social-link-snapchat.json b/packages/e2e-tests/fixtures/blocks/core__social-link-snapchat.json
index 827254a450e7db..940a08b689b451 100644
--- a/packages/e2e-tests/fixtures/blocks/core__social-link-snapchat.json
+++ b/packages/e2e-tests/fixtures/blocks/core__social-link-snapchat.json
@@ -1,11 +1,11 @@
 [
     {
         "clientId": "_clientId_0",
-        "name": "core/social-link-snapchat",
+        "name": "core/social-link",
         "isValid": true,
         "attributes": {
             "url": "https://example.com/",
-            "site": "snapchat"
+            "service": "snapchat"
         },
         "innerBlocks": [],
         "originalContent": ""
diff --git a/packages/e2e-tests/fixtures/blocks/core__social-link-snapchat.serialized.html b/packages/e2e-tests/fixtures/blocks/core__social-link-snapchat.serialized.html
index a9e616b5c22cec..c85d8918ec4cf5 100644
--- a/packages/e2e-tests/fixtures/blocks/core__social-link-snapchat.serialized.html
+++ b/packages/e2e-tests/fixtures/blocks/core__social-link-snapchat.serialized.html
@@ -1 +1 @@
-<!-- wp:social-link-snapchat {"url":"https://example.com/"} /-->
+<!-- wp:social-link {"url":"https://example.com/","service":"snapchat"} /-->
diff --git a/packages/e2e-tests/fixtures/blocks/core__social-link-soundcloud.json b/packages/e2e-tests/fixtures/blocks/core__social-link-soundcloud.json
index 4d76ca9c5ff7bc..3a2fbbcfd26fac 100644
--- a/packages/e2e-tests/fixtures/blocks/core__social-link-soundcloud.json
+++ b/packages/e2e-tests/fixtures/blocks/core__social-link-soundcloud.json
@@ -1,11 +1,11 @@
 [
     {
         "clientId": "_clientId_0",
-        "name": "core/social-link-soundcloud",
+        "name": "core/social-link",
         "isValid": true,
         "attributes": {
             "url": "https://example.com/",
-            "site": "soundcloud"
+            "service": "soundcloud"
         },
         "innerBlocks": [],
         "originalContent": ""
diff --git a/packages/e2e-tests/fixtures/blocks/core__social-link-soundcloud.serialized.html b/packages/e2e-tests/fixtures/blocks/core__social-link-soundcloud.serialized.html
index 82ea5653bc362b..314759f67f0396 100644
--- a/packages/e2e-tests/fixtures/blocks/core__social-link-soundcloud.serialized.html
+++ b/packages/e2e-tests/fixtures/blocks/core__social-link-soundcloud.serialized.html
@@ -1 +1 @@
-<!-- wp:social-link-soundcloud {"url":"https://example.com/"} /-->
+<!-- wp:social-link {"url":"https://example.com/","service":"soundcloud"} /-->
diff --git a/packages/e2e-tests/fixtures/blocks/core__social-link-spotify.json b/packages/e2e-tests/fixtures/blocks/core__social-link-spotify.json
index d02543135f2587..a834cc46957899 100644
--- a/packages/e2e-tests/fixtures/blocks/core__social-link-spotify.json
+++ b/packages/e2e-tests/fixtures/blocks/core__social-link-spotify.json
@@ -1,11 +1,11 @@
 [
     {
         "clientId": "_clientId_0",
-        "name": "core/social-link-spotify",
+        "name": "core/social-link",
         "isValid": true,
         "attributes": {
             "url": "https://example.com/",
-            "site": "spotify"
+            "service": "spotify"
         },
         "innerBlocks": [],
         "originalContent": ""
diff --git a/packages/e2e-tests/fixtures/blocks/core__social-link-spotify.serialized.html b/packages/e2e-tests/fixtures/blocks/core__social-link-spotify.serialized.html
index 152b96e2efea6d..2543d7d45b49f0 100644
--- a/packages/e2e-tests/fixtures/blocks/core__social-link-spotify.serialized.html
+++ b/packages/e2e-tests/fixtures/blocks/core__social-link-spotify.serialized.html
@@ -1 +1 @@
-<!-- wp:social-link-spotify {"url":"https://example.com/"} /-->
+<!-- wp:social-link {"url":"https://example.com/","service":"spotify"} /-->
diff --git a/packages/e2e-tests/fixtures/blocks/core__social-link-tumblr.json b/packages/e2e-tests/fixtures/blocks/core__social-link-tumblr.json
index de9ce89f19b513..d7936ade47b2ac 100644
--- a/packages/e2e-tests/fixtures/blocks/core__social-link-tumblr.json
+++ b/packages/e2e-tests/fixtures/blocks/core__social-link-tumblr.json
@@ -1,11 +1,11 @@
 [
     {
         "clientId": "_clientId_0",
-        "name": "core/social-link-tumblr",
+        "name": "core/social-link",
         "isValid": true,
         "attributes": {
             "url": "https://example.com/",
-            "site": "tumblr"
+            "service": "tumblr"
         },
         "innerBlocks": [],
         "originalContent": ""
diff --git a/packages/e2e-tests/fixtures/blocks/core__social-link-tumblr.serialized.html b/packages/e2e-tests/fixtures/blocks/core__social-link-tumblr.serialized.html
index 337386ff5bbbb9..2f10cd1104e721 100644
--- a/packages/e2e-tests/fixtures/blocks/core__social-link-tumblr.serialized.html
+++ b/packages/e2e-tests/fixtures/blocks/core__social-link-tumblr.serialized.html
@@ -1 +1 @@
-<!-- wp:social-link-tumblr {"url":"https://example.com/"} /-->
+<!-- wp:social-link {"url":"https://example.com/","service":"tumblr"} /-->
diff --git a/packages/e2e-tests/fixtures/blocks/core__social-link-twitch.json b/packages/e2e-tests/fixtures/blocks/core__social-link-twitch.json
index 0975169f8d6d4b..32f912d8550b4c 100644
--- a/packages/e2e-tests/fixtures/blocks/core__social-link-twitch.json
+++ b/packages/e2e-tests/fixtures/blocks/core__social-link-twitch.json
@@ -1,11 +1,11 @@
 [
     {
         "clientId": "_clientId_0",
-        "name": "core/social-link-twitch",
+        "name": "core/social-link",
         "isValid": true,
         "attributes": {
             "url": "https://example.com/",
-            "site": "twitch"
+            "service": "twitch"
         },
         "innerBlocks": [],
         "originalContent": ""
diff --git a/packages/e2e-tests/fixtures/blocks/core__social-link-twitch.serialized.html b/packages/e2e-tests/fixtures/blocks/core__social-link-twitch.serialized.html
index 29f048b3d1be8e..9403b4074ccd1b 100644
--- a/packages/e2e-tests/fixtures/blocks/core__social-link-twitch.serialized.html
+++ b/packages/e2e-tests/fixtures/blocks/core__social-link-twitch.serialized.html
@@ -1 +1 @@
-<!-- wp:social-link-twitch {"url":"https://example.com/"} /-->
+<!-- wp:social-link {"url":"https://example.com/","service":"twitch"} /-->
diff --git a/packages/e2e-tests/fixtures/blocks/core__social-link-twitter.json b/packages/e2e-tests/fixtures/blocks/core__social-link-twitter.json
index dfaa1321180dc1..034d25d591d3c1 100644
--- a/packages/e2e-tests/fixtures/blocks/core__social-link-twitter.json
+++ b/packages/e2e-tests/fixtures/blocks/core__social-link-twitter.json
@@ -1,11 +1,11 @@
 [
     {
         "clientId": "_clientId_0",
-        "name": "core/social-link-twitter",
+        "name": "core/social-link",
         "isValid": true,
         "attributes": {
             "url": "https://example.com/",
-            "site": "twitter"
+            "service": "twitter"
         },
         "innerBlocks": [],
         "originalContent": ""
diff --git a/packages/e2e-tests/fixtures/blocks/core__social-link-twitter.serialized.html b/packages/e2e-tests/fixtures/blocks/core__social-link-twitter.serialized.html
index 3b9db6b710313f..b7b98c52da8ac6 100644
--- a/packages/e2e-tests/fixtures/blocks/core__social-link-twitter.serialized.html
+++ b/packages/e2e-tests/fixtures/blocks/core__social-link-twitter.serialized.html
@@ -1 +1 @@
-<!-- wp:social-link-twitter {"url":"https://example.com/"} /-->
+<!-- wp:social-link {"url":"https://example.com/","service":"twitter"} /-->
diff --git a/packages/e2e-tests/fixtures/blocks/core__social-link-vimeo.json b/packages/e2e-tests/fixtures/blocks/core__social-link-vimeo.json
index cbb6f2ac014653..fc7561645789d5 100644
--- a/packages/e2e-tests/fixtures/blocks/core__social-link-vimeo.json
+++ b/packages/e2e-tests/fixtures/blocks/core__social-link-vimeo.json
@@ -1,11 +1,11 @@
 [
     {
         "clientId": "_clientId_0",
-        "name": "core/social-link-vimeo",
+        "name": "core/social-link",
         "isValid": true,
         "attributes": {
             "url": "https://example.com/",
-            "site": "vimeo"
+            "service": "vimeo"
         },
         "innerBlocks": [],
         "originalContent": ""
diff --git a/packages/e2e-tests/fixtures/blocks/core__social-link-vimeo.serialized.html b/packages/e2e-tests/fixtures/blocks/core__social-link-vimeo.serialized.html
index 5e93e096e89db8..7af87c8def69da 100644
--- a/packages/e2e-tests/fixtures/blocks/core__social-link-vimeo.serialized.html
+++ b/packages/e2e-tests/fixtures/blocks/core__social-link-vimeo.serialized.html
@@ -1 +1 @@
-<!-- wp:social-link-vimeo {"url":"https://example.com/"} /-->
+<!-- wp:social-link {"url":"https://example.com/","service":"vimeo"} /-->
diff --git a/packages/e2e-tests/fixtures/blocks/core__social-link-vk.json b/packages/e2e-tests/fixtures/blocks/core__social-link-vk.json
index 1c07d246de471a..9d476c14d0a233 100644
--- a/packages/e2e-tests/fixtures/blocks/core__social-link-vk.json
+++ b/packages/e2e-tests/fixtures/blocks/core__social-link-vk.json
@@ -1,11 +1,11 @@
 [
     {
         "clientId": "_clientId_0",
-        "name": "core/social-link-vk",
+        "name": "core/social-link",
         "isValid": true,
         "attributes": {
             "url": "https://example.com/",
-            "site": "vk"
+            "service": "vk"
         },
         "innerBlocks": [],
         "originalContent": ""
diff --git a/packages/e2e-tests/fixtures/blocks/core__social-link-vk.serialized.html b/packages/e2e-tests/fixtures/blocks/core__social-link-vk.serialized.html
index bfd120873062e8..eb33da98fc6a32 100644
--- a/packages/e2e-tests/fixtures/blocks/core__social-link-vk.serialized.html
+++ b/packages/e2e-tests/fixtures/blocks/core__social-link-vk.serialized.html
@@ -1 +1 @@
-<!-- wp:social-link-vk {"url":"https://example.com/"} /-->
+<!-- wp:social-link {"url":"https://example.com/","service":"vk"} /-->
diff --git a/packages/e2e-tests/fixtures/blocks/core__social-link-wordpress.json b/packages/e2e-tests/fixtures/blocks/core__social-link-wordpress.json
index 24342d4d939368..3c230e7cc8fb7f 100644
--- a/packages/e2e-tests/fixtures/blocks/core__social-link-wordpress.json
+++ b/packages/e2e-tests/fixtures/blocks/core__social-link-wordpress.json
@@ -1,11 +1,11 @@
 [
     {
         "clientId": "_clientId_0",
-        "name": "core/social-link-wordpress",
+        "name": "core/social-link",
         "isValid": true,
         "attributes": {
             "url": "https://example.com/",
-            "site": "wordpress"
+            "service": "wordpress"
         },
         "innerBlocks": [],
         "originalContent": ""
diff --git a/packages/e2e-tests/fixtures/blocks/core__social-link-wordpress.serialized.html b/packages/e2e-tests/fixtures/blocks/core__social-link-wordpress.serialized.html
index 08e5b837c6f176..16cebf17b89b30 100644
--- a/packages/e2e-tests/fixtures/blocks/core__social-link-wordpress.serialized.html
+++ b/packages/e2e-tests/fixtures/blocks/core__social-link-wordpress.serialized.html
@@ -1 +1 @@
-<!-- wp:social-link-wordpress {"url":"https://example.com/"} /-->
+<!-- wp:social-link {"url":"https://example.com/","service":"wordpress"} /-->
diff --git a/packages/e2e-tests/fixtures/blocks/core__social-link-yelp.json b/packages/e2e-tests/fixtures/blocks/core__social-link-yelp.json
index c1302ead5a7bd2..e953d3a9c3385f 100644
--- a/packages/e2e-tests/fixtures/blocks/core__social-link-yelp.json
+++ b/packages/e2e-tests/fixtures/blocks/core__social-link-yelp.json
@@ -1,11 +1,11 @@
 [
     {
         "clientId": "_clientId_0",
-        "name": "core/social-link-yelp",
+        "name": "core/social-link",
         "isValid": true,
         "attributes": {
             "url": "https://example.com/",
-            "site": "yelp"
+            "service": "yelp"
         },
         "innerBlocks": [],
         "originalContent": ""
diff --git a/packages/e2e-tests/fixtures/blocks/core__social-link-yelp.serialized.html b/packages/e2e-tests/fixtures/blocks/core__social-link-yelp.serialized.html
index 29ec6f9fa952c8..1958ef2ba902e3 100644
--- a/packages/e2e-tests/fixtures/blocks/core__social-link-yelp.serialized.html
+++ b/packages/e2e-tests/fixtures/blocks/core__social-link-yelp.serialized.html
@@ -1 +1 @@
-<!-- wp:social-link-yelp {"url":"https://example.com/"} /-->
+<!-- wp:social-link {"url":"https://example.com/","service":"yelp"} /-->
diff --git a/packages/e2e-tests/fixtures/blocks/core__social-link-youtube.json b/packages/e2e-tests/fixtures/blocks/core__social-link-youtube.json
index c8d54e0d61afc6..fead5de21eb5a0 100644
--- a/packages/e2e-tests/fixtures/blocks/core__social-link-youtube.json
+++ b/packages/e2e-tests/fixtures/blocks/core__social-link-youtube.json
@@ -1,11 +1,11 @@
 [
     {
         "clientId": "_clientId_0",
-        "name": "core/social-link-youtube",
+        "name": "core/social-link",
         "isValid": true,
         "attributes": {
             "url": "https://example.com/",
-            "site": "youtube"
+            "service": "youtube"
         },
         "innerBlocks": [],
         "originalContent": ""
diff --git a/packages/e2e-tests/fixtures/blocks/core__social-link-youtube.serialized.html b/packages/e2e-tests/fixtures/blocks/core__social-link-youtube.serialized.html
index 0521ba017ba213..d82f6f47d53f03 100644
--- a/packages/e2e-tests/fixtures/blocks/core__social-link-youtube.serialized.html
+++ b/packages/e2e-tests/fixtures/blocks/core__social-link-youtube.serialized.html
@@ -1 +1 @@
-<!-- wp:social-link-youtube {"url":"https://example.com/"} /-->
+<!-- wp:social-link {"url":"https://example.com/","service":"youtube"} /-->
diff --git a/packages/e2e-tests/fixtures/blocks/core__social-link.html b/packages/e2e-tests/fixtures/blocks/core__social-link.html
new file mode 100644
index 00000000000000..61a5ede90becb3
--- /dev/null
+++ b/packages/e2e-tests/fixtures/blocks/core__social-link.html
@@ -0,0 +1 @@
+<!-- wp:social-link {"service":"spotify","url":"https://example.com/"} /-->
diff --git a/packages/e2e-tests/fixtures/blocks/core__social-link.json b/packages/e2e-tests/fixtures/blocks/core__social-link.json
new file mode 100644
index 00000000000000..a834cc46957899
--- /dev/null
+++ b/packages/e2e-tests/fixtures/blocks/core__social-link.json
@@ -0,0 +1,13 @@
+[
+    {
+        "clientId": "_clientId_0",
+        "name": "core/social-link",
+        "isValid": true,
+        "attributes": {
+            "url": "https://example.com/",
+            "service": "spotify"
+        },
+        "innerBlocks": [],
+        "originalContent": ""
+    }
+]
diff --git a/packages/e2e-tests/fixtures/blocks/core__social-link.parsed.json b/packages/e2e-tests/fixtures/blocks/core__social-link.parsed.json
new file mode 100644
index 00000000000000..358c07bc41ef30
--- /dev/null
+++ b/packages/e2e-tests/fixtures/blocks/core__social-link.parsed.json
@@ -0,0 +1,21 @@
+[
+    {
+        "blockName": "core/social-link",
+        "attrs": {
+            "service": "spotify",
+            "url": "https://example.com/"
+        },
+        "innerBlocks": [],
+        "innerHTML": "",
+        "innerContent": []
+    },
+    {
+        "blockName": null,
+        "attrs": {},
+        "innerBlocks": [],
+        "innerHTML": "\n",
+        "innerContent": [
+            "\n"
+        ]
+    }
+]
diff --git a/packages/e2e-tests/fixtures/blocks/core__social-link.serialized.html b/packages/e2e-tests/fixtures/blocks/core__social-link.serialized.html
new file mode 100644
index 00000000000000..2543d7d45b49f0
--- /dev/null
+++ b/packages/e2e-tests/fixtures/blocks/core__social-link.serialized.html
@@ -0,0 +1 @@
+<!-- wp:social-link {"url":"https://example.com/","service":"spotify"} /-->
diff --git a/packages/e2e-tests/fixtures/blocks/core__social-links.html b/packages/e2e-tests/fixtures/blocks/core__social-links.html
index 4f867ddd4fb039..7ad6365f78fdd3 100644
--- a/packages/e2e-tests/fixtures/blocks/core__social-links.html
+++ b/packages/e2e-tests/fixtures/blocks/core__social-links.html
@@ -1,3 +1,3 @@
 <!-- wp:social-links -->
-<ul class="wp-block-social-links"><!-- wp:social-link-mastodon {"url":"https://mastodon.social/@marcuskaz"} /--></ul>
+<ul class="wp-block-social-links"><!-- wp:social-link {"service":"mastodon","url":"https://mastodon.social/@marcuskaz"} /--></ul>
 <!-- /wp:social-links -->
diff --git a/packages/e2e-tests/fixtures/blocks/core__social-links.json b/packages/e2e-tests/fixtures/blocks/core__social-links.json
index ba0eff9f681a1e..b3cf93c19f980e 100644
--- a/packages/e2e-tests/fixtures/blocks/core__social-links.json
+++ b/packages/e2e-tests/fixtures/blocks/core__social-links.json
@@ -7,11 +7,11 @@
         "innerBlocks": [
             {
                 "clientId": "_clientId_0",
-                "name": "core/social-link-mastodon",
+                "name": "core/social-link",
                 "isValid": true,
                 "attributes": {
                     "url": "https://mastodon.social/@marcuskaz",
-                    "site": "mastodon"
+                    "service": "mastodon"
                 },
                 "innerBlocks": [],
                 "originalContent": ""
diff --git a/packages/e2e-tests/fixtures/blocks/core__social-links.parsed.json b/packages/e2e-tests/fixtures/blocks/core__social-links.parsed.json
index 9cb2198691c845..9e5e5db3fec631 100644
--- a/packages/e2e-tests/fixtures/blocks/core__social-links.parsed.json
+++ b/packages/e2e-tests/fixtures/blocks/core__social-links.parsed.json
@@ -4,8 +4,9 @@
         "attrs": {},
         "innerBlocks": [
             {
-                "blockName": "core/social-link-mastodon",
+                "blockName": "core/social-link",
                 "attrs": {
+                    "service": "mastodon",
                     "url": "https://mastodon.social/@marcuskaz"
                 },
                 "innerBlocks": [],
diff --git a/packages/e2e-tests/fixtures/blocks/core__social-links.serialized.html b/packages/e2e-tests/fixtures/blocks/core__social-links.serialized.html
index 4f867ddd4fb039..d128ec88ed26cb 100644
--- a/packages/e2e-tests/fixtures/blocks/core__social-links.serialized.html
+++ b/packages/e2e-tests/fixtures/blocks/core__social-links.serialized.html
@@ -1,3 +1,3 @@
 <!-- wp:social-links -->
-<ul class="wp-block-social-links"><!-- wp:social-link-mastodon {"url":"https://mastodon.social/@marcuskaz"} /--></ul>
+<ul class="wp-block-social-links"><!-- wp:social-link {"url":"https://mastodon.social/@marcuskaz","service":"mastodon"} /--></ul>
 <!-- /wp:social-links -->