As the FIFA World Cup 2026 gets underway, Meta has introduced a range of football-focused features across its family of apps, aiming to give fans new ways to follow matches, interact with content and engage with fellow supporters throughout the tournament.
The updates span Instagram, Facebook, WhatsApp, Threads and Messenger, and include live match scores, football communities, themed stickers, AI-powered experiences and dedicated tournament hubs.
Meta said it has partnered with broadcasters, national teams, players, commentators and creators to deliver match-related content and real-time conversations across its platforms.
Threads to host live football conversations
Threads is introducing Live Chats featuring football personalities, commentators and creators before, during and after matches. Among those taking part are former Argentina and Manchester City striker Sergio Agüero and former England and Arsenal player Ian Wright.
The platform is also adding live scores, team badges, football-themed stickers, custom emoji reactions, media highlights and match reminders. A dedicated football community will allow fans to participate in match-day discussions and share reactions in real time.
Also Read: World Cup 2026: How Levi’s turned FIFA’s stadium branding restrictions into a marketing win
Instagram gets dedicated World Cup hub
Instagram has introduced an enhanced search experience designed around the tournament. Users searching for World Cup content will be directed to a dedicated destination featuring real-time updates, top Reels, Stories and content from broadcasters, teams, creators and fans.
The platform is also rolling out an AI-powered “Goal!” voice effect for direct messages, allowing users to send football-themed audio messages accompanied by special animations.
Facebook and WhatsApp add football-themed experiences
Facebook users will gain access to a Football Mode that unlocks themed reactions, football-related interactions and a mini-game. The platform is also introducing an AI-powered feature that allows fans to virtually try on national team jerseys and share the results through stories, posts or profile pictures.
On WhatsApp, the football emoji has been replaced with Adidas’ official Trionda World Cup match ball. The messaging platform is also adding football-themed sticker packs, video-calling effects and a football directory bringing together scores, highlights, updates and team information in one place.
Messenger is also receiving football-focused additions, including live match updates, themed chat backgrounds and animated sticker packs tied to the tournament.
The FIFA World Cup 2026 began on June 11 and will run until July 19. The tournament is being co-hosted by Canada, Mexico and the United States. Argentina entered the competition as defending champions following their triumph at the 2022 World Cup
First Published on
