diff --git a/homeassistant/components/counter/__init__.py b/homeassistant/components/counter/__init__.py
index a77e4340882..91a90c1aa50 100644
--- a/homeassistant/components/counter/__init__.py
+++ b/homeassistant/components/counter/__init__.py
@@ -18,6 +18,7 @@ from homeassistant.core import HomeAssistant, callback
 from homeassistant.helpers import collection
 import homeassistant.helpers.config_validation as cv
 from homeassistant.helpers.entity_component import EntityComponent
+from homeassistant.helpers.issue_registry import IssueSeverity, async_create_issue
 from homeassistant.helpers.restore_state import RestoreEntity
 from homeassistant.helpers.storage import Store
 from homeassistant.helpers.typing import ConfigType
@@ -291,6 +292,17 @@ class Counter(collection.CollectionEntity, RestoreEntity):
     @callback
     def async_configure(self, **kwargs) -> None:
         """Change the counter's settings with a service."""
+        async_create_issue(
+            self.hass,
+            DOMAIN,
+            "deprecated_configure_service",
+            breaks_in_ha_version="2023.8.0",
+            is_fixable=True,
+            is_persistent=True,
+            severity=IssueSeverity.WARNING,
+            translation_key="deprecated_configure_service",
+        )
+
         new_state = kwargs.pop(VALUE, self._state)
         self._config = {**self._config, **kwargs}
         self._state = self.compute_next_state(new_state)
diff --git a/homeassistant/components/counter/services.yaml b/homeassistant/components/counter/services.yaml
index d94d05dd7bd..835d39c9d2e 100644
--- a/homeassistant/components/counter/services.yaml
+++ b/homeassistant/components/counter/services.yaml
@@ -37,51 +37,3 @@ set_value:
           min: 0
           max: 9223372036854775807
           mode: box
-
-configure:
-  name: Configure
-  description: Change counter parameters.
-  target:
-    entity:
-      domain: counter
-  fields:
-    minimum:
-      name: Minimum
-      description: New minimum value for the counter or None to remove minimum.
-      selector:
-        number:
-          min: -9223372036854775807
-          max: 9223372036854775807
-          mode: box
-    maximum:
-      name: Maximum
-      description: New maximum value for the counter or None to remove maximum.
-      selector:
-        number:
-          min: -9223372036854775807
-          max: 9223372036854775807
-          mode: box
-    step:
-      name: Step
-      description: New value for step.
-      selector:
-        number:
-          min: 1
-          max: 9223372036854775807
-          mode: box
-    initial:
-      name: Initial
-      description: New value for initial.
-      selector:
-        number:
-          min: 0
-          max: 9223372036854775807
-          mode: box
-    value:
-      name: Value
-      description: New state value.
-      selector:
-        number:
-          min: 0
-          max: 9223372036854775807
-          mode: box
diff --git a/homeassistant/components/counter/strings.json b/homeassistant/components/counter/strings.json
index 548d1554080..09592594659 100644
--- a/homeassistant/components/counter/strings.json
+++ b/homeassistant/components/counter/strings.json
@@ -25,5 +25,18 @@
         }
       }
     }
+  },
+  "issues": {
+    "deprecated_configure_service": {
+      "title": "The counter configure service is being removed",
+      "fix_flow": {
+        "step": {
+          "confirm": {
+            "title": "The counter configure service is being removed",
+            "description": "The counter service `counter.configure` is being removed and use of it has been detected. If you want to change the current value of a counter, use the new `counter.set_value` service instead.\n\nPlease remove the use of this service from your automations and scripts and select **submit** to close this issue."
+          }
+        }
+      }
+    }
   }
 }
diff --git a/tests/components/counter/test_init.py b/tests/components/counter/test_init.py
index 5c6dbba71ce..6730b4dec84 100644
--- a/tests/components/counter/test_init.py
+++ b/tests/components/counter/test_init.py
@@ -24,7 +24,7 @@ from homeassistant.components.counter import (
 )
 from homeassistant.const import ATTR_ENTITY_ID, ATTR_FRIENDLY_NAME, ATTR_ICON, ATTR_NAME
 from homeassistant.core import Context, CoreState, HomeAssistant, State
-from homeassistant.helpers import entity_registry as er
+from homeassistant.helpers import entity_registry as er, issue_registry as ir
 from homeassistant.setup import async_setup_component
 
 from .common import async_decrement, async_increment, async_reset
@@ -443,7 +443,9 @@ async def test_counter_max(hass: HomeAssistant, hass_admin_user: MockUser) -> No
     assert state2.state == "-1"
 
 
-async def test_configure(hass: HomeAssistant, hass_admin_user: MockUser) -> None:
+async def test_configure(
+    hass: HomeAssistant, hass_admin_user: MockUser, issue_registry: ir.IssueRegistry
+) -> None:
     """Test that setting values through configure works."""
     assert await async_setup_component(
         hass, "counter", {"counter": {"test": {"maximum": "10", "initial": "10"}}}
@@ -468,6 +470,11 @@ async def test_configure(hass: HomeAssistant, hass_admin_user: MockUser) -> None
     assert state.state == "0"
     assert state.attributes.get("maximum") == 0
 
+    # Ensure an issue is raised for the use of this deprecated service
+    assert issue_registry.async_get_issue(
+        domain=DOMAIN, issue_id="deprecated_configure_service"
+    )
+
     # disable max
     await hass.services.async_call(
         "counter",