The format EasilyDo uses for birthdays on Facebook is actually something controlled by Facebook. In order to keep the functionality to schedule a post for you ahead of time, Facebook's only option for us is to use the format that has an image and a link. We have heard from users that scheduling a birthday post ahead of time has a lot of value, so this is why we are still using this format for birthday posts.
EasilyDo is also required to give itself attribution for the post as this is something Facebook mandates for all third party apps.
Last, since Facebook no longer provides apps a clean, elegant way to schedule a post on someone else's timeline, we had to workaround this by using Facebook's "mention tagging" which means EasilyDo has to post your greeting AND tag your friend's name in the message itself. We considered appending the <friend_name> tag after the personal greeting, but that looks odd. (e.g. Happy Birthday, Mary! Mary Joe). So we thought the least confusing way to add a tag is to insert "To <friend_name>:" in front of your personal greeting.