William J. Link, 72, a retired manager of the Prudential Life Insurance Co. and an active member of civic and service organizations died Wednesday at Holy Cross Hospital in Silver Spring after a heart attack.

Mr. Link began his career in the insurance business in his native Newark in 1925. He became regional manager of the southeast area in 1944.

In 1950, he transferred to the Washington area as manager of Prudential's district office in the Rock Creek Park section. He subsequently moved his headquarters to Silver Spring and was manager of the company's Wheaton office when he retired in 1973.

Mr. Link served on the board of directors of the D.C. Life Underwriters Association. He attended Rutgers University School of Business Administration.

He lived in Silver Spring and was a past president of the Huntington Citizens Association and a member of the Colesville United Methodist Church. He was active in parent-teacher associations in Montgomery County. c

Mr. Link was a former lieutenant governor and a past president of the Capitol District Kiwanis Club.

Survivors include his wife, Pearlie W., and two daughters, Jolie, and Kim, all of Silver Spring; another daughter, Judith Tripp, and a son, Gary, both of Kensington; another son, Richard, of Rockville; a brother, Herbert of Hillside, N.J., and six grandchildren.

The family suggests that expressions of sympathy be in the form of contributions to the Kiwanis Foundation in Washington.