en.Wedoany.com Reported - Meta has announced a series of new football-themed features and experiences across its entire app ecosystem to welcome the world's largest football tournament, set to take place in North America in mid-2026. The update spans Threads, Instagram, Facebook, Messenger, and WhatsApp, focusing on real-time conversations, exclusive content access, and interactive features aimed at enhancing the fan experience during the event.
Through partnerships with creators, athletes, national teams, commentators, and rights holders, Meta aims to position its platforms as the central hub for fans to follow match action, share reactions, and engage with the global football community. Featured content includes key match moments, behind-the-scenes footage, team preparations, post-match analysis, and emotional expressions.
Rob Pilgrim, Meta's Global Head of Football, stated that the company is committed to creating an experience that extends beyond the 90 minutes on the pitch. "We are about to witness one of the biggest moments, and Meta will bring real-time events and reactions from both on and off the field. As a place where football conversations thrive, Meta's family of apps connects billions of fans worldwide, allowing them to share the joys and sorrows of this beautiful game together," Pilgrim said in an official statement.
One of the biggest updates comes to Threads. The platform is introducing Live Chats, allowing users to participate in real-time discussions with commentators, athletes, and creators before, during, and after matches. Users can react, reply to comments, and interact directly with hosts. Argentine football legend Sergio Aguero and former England striker Ian Wright are scheduled to host multiple Live Chats during the tournament. Meta stated it will gradually add more hosts, announced regularly through the official Threads account. Additionally, Threads is introducing dedicated football communities, a Live Scores feature (providing real-time score updates using official national team identities), flag badge attributes on user profiles, tournament-themed sticker packs, exclusive emojis like trophies and footballs, and Game Reminders (sending notifications before kickoff and during key match moments).
On Instagram, Meta has updated the search experience to make it easier for users to find tournament-related content. When users search for a match or tap on tournament elements in football videos, they will be directed to a dedicated page showcasing Reels, Stories, and popular accounts from broadcasters, national teams, sponsors, and creators. Instagram is also introducing an AI-powered sound effect called "Goal!" in Direct Messages. Users can use this effect when sharing match excitement via private messages, triggering interactive animations.
Facebook is also rolling out a range of new features. Through Football Mode, users can double-tap the Facebook icon at the top of their Feed to activate a tournament-themed experience. This feature includes themed reactions, exclusive game access, and a limited-edition app icon. The platform is also introducing Wear It, an AI-powered feature that lets users virtually try on national team jerseys. The results can be shared as an avatar, Story, or regular post.
Meta's messaging service Messenger is introducing Live Updates, pushing match information directly into group chats. Users can receive updates on goals, red cards, and other key moments without switching apps or worrying about spoilers. Messenger also offers a football pitch-themed chat theme and an exclusive animated sticker pack for users to express reactions during matches.
Meanwhile, WhatsApp is bringing a series of updates for users following the tournament through group chats. Meta has partnered with Adidas to introduce the official match ball of this summer's event, Trionda, into the messaging experience through updated football emojis. WhatsApp is also launching football-themed video call effects, exclusive sticker packs, a football directory containing scores and event updates, and a feature allowing Channels to directly share Status for users to view.
Beyond entertainment features, Meta has reiterated its commitment to protecting users, athletes, and stakeholders during the tournament. The company anticipates an increase in scams, online harassment, and intellectual property infringement as public enthusiasm for the global sporting event grows, and has prepared accordingly. Measures include displaying warnings to users searching for match tickets within the apps, as well as enhancing existing safety features to help users avoid various fraudulent tactics.
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