diff --git a/fxsharing/shares/tasks.py b/fxsharing/shares/tasks.py
index 6954ff6..4ddad64 100644
--- a/fxsharing/shares/tasks.py
+++ b/fxsharing/shares/tasks.py
@@ -113,6 +113,10 @@ class BaseTaskWithRetry(DjangoTask):
       - exponential backoff capped at `retry_backoff_max` seconds, with jitter
       - a structured log line on every retry
       - a `DeadLetterTask` row + structured log line when retries are exhausted
+
+    A task can opt out of the DLQ row with `dead_letter=False` (e.g. when its
+    failures are not retryable and so a stored row would only be noise). The
+    failure is still logged and reaches Sentry via the Celery integration.
     """
 
     autoretry_for = (Exception,)
@@ -120,6 +124,7 @@ class BaseTaskWithRetry(DjangoTask):
     retry_backoff_max = 600
     retry_jitter = True
     max_retries = 3
+    dead_letter = True
 
     def on_retry(self, exc, task_id, args, kwargs, einfo):
         attempt = (self.request.retries or 0) + 1
@@ -147,6 +152,25 @@ def on_failure(self, exc, task_id, args, kwargs, einfo):
 
         traceback = einfo.traceback if einfo else ""
         queue = (self.request.delivery_info or {}).get("routing_key", "") or ""
+
+        if not self.dead_letter:
+            # Failure is not retryable, so a DLQ row would only be noise. Still
+            # log it (and let `super().on_failure` report it to Sentry via the
+            # Celery integration) so the failure stays observable.
+            logger.error(
+                "celery task failed (not dead-lettered): %s exc=%s",
+                self.name,
+                exc,
+                extra={
+                    "task_name": self.name,
+                    "task_id": task_id,
+                    "exception_class": type(exc).__name__,
+                    "queue": queue,
+                },
+            )
+            super().on_failure(exc, task_id, args, kwargs, einfo)
+            return
+
         logger.error(
             "celery task moved to DLQ: %s exc=%s",
             self.name,
@@ -177,6 +201,7 @@ def on_failure(self, exc, task_id, args, kwargs, einfo):
 @shared_task(
     base=BaseTaskWithRetry,
     autoretry_for=(requests.exceptions.RequestException,),
+    dead_letter=False,
 )
 def fetch_link_preview(link_id):
     from .models import Link
diff --git a/fxsharing/shares/tests.py b/fxsharing/shares/tests.py
index d675841..c0c0c0a 100644
--- a/fxsharing/shares/tests.py
+++ b/fxsharing/shares/tests.py
@@ -56,6 +56,16 @@ def _always_failing_task(value):
     raise ValueError(f"boom: {value}")
 
 
+@shared_task(
+    base=BaseTaskWithRetry,
+    max_retries=0,
+    retry_backoff=False,
+    dead_letter=False,
+)
+def _always_failing_no_dlq_task(value):
+    raise ValueError(f"boom: {value}")
+
+
 class TestShareModel(TestCase):
     @classmethod
     def setUpTestData(cls):
@@ -984,6 +994,46 @@ def test_on_failure_increments_task_deadlettered(self):
             1, {"task": _always_failing_task.name, "exception_class": "ValueError"}
         )
 
+    def test_on_failure_skips_dlq_when_dead_letter_false(self):
+        einfo = MagicMock()
+        einfo.traceback = "ValueError: boom"
+
+        with self.assertLogs("fxsharing.shares.tasks", level="ERROR") as cm:
+            _always_failing_no_dlq_task.on_failure(
+                exc=ValueError("boom"),
+                task_id="task-no-dlq",
+                args=("hi",),
+                kwargs={},
+                einfo=einfo,
+            )
+
+        assert not DeadLetterTask.objects.filter(task_id="task-no-dlq").exists()
+        assert any("not dead-lettered" in msg for msg in cm.output)
+        assert any(_always_failing_no_dlq_task.name in msg for msg in cm.output)
+
+    def test_on_failure_no_deadlettered_metric_when_dead_letter_false(self):
+        einfo = MagicMock()
+        einfo.traceback = "ValueError: boom"
+        with patch("fxsharing.shares.metrics.task_deadlettered") as counter:
+            _always_failing_no_dlq_task.on_failure(
+                exc=ValueError("boom"),
+                task_id="task-no-dlq",
+                args=("hi",),
+                kwargs={},
+                einfo=einfo,
+            )
+        counter.add.assert_not_called()
+
+    def test_failing_no_dlq_task_apply_creates_no_dlq_row(self):
+        result = _always_failing_no_dlq_task.apply(args=("payload",))
+        assert result.failed()
+        assert not DeadLetterTask.objects.filter(
+            task_name=_always_failing_no_dlq_task.name
+        ).exists()
+
+    def test_fetch_link_preview_opts_out_of_dlq(self):
+        assert fetch_link_preview.dead_letter is False
+
 
 @override_settings(DEBUG=True)
 class TestSeedCommand(TestCase):