As the world’s largest football tournament kicks off, Meta is introducing a range of new features and experiences across Threads, Instagram, Facebook, Messenger, and WhatsApp to help fans follow the action, join conversations, and connect with fellow supporters throughout the tournament.
FIFA World Cup 2026 is talk of the town not only in North America, where it is being held, but in every geography across the globe. The tournament will also be discussed in real time by billions of people across social media platforms.
Working with broadcasters, national teams, commentators, creators, and players to bring unique points of view on the tournament, Meta aims to bring key moments, behind-the-scenes content, pre-game preparations, post-game analyses, celebrations, and commiserations to fans and media.
Among the new launches:
- Instagram is launching an enhanced football search experience, bringing together curated tournament content from broadcasters, national teams, creators, and fans in one destination. New AI-powered “Goal!” voice effects will also roll out globally in Instagram DMs.
- WhatsApp is introducing a dedicated football directory featuring teams, scores, highlights and channels, alongside football-themed sticker packs, calling effects, channel status updates, and a special Adidas Trionda match ball activation.
- Facebook is introducing Football Mode, tournament-themed reactions, football stickers, AI-powered jersey try-on experiences through Wear It, and other football-themed activations designed to help fans celebrate their teams.
- Threads is introducing a dedicated football experience featuring live scores, football communities, team flair, live chats hosted by football personalities, custom emojis, stickers, and real-time match discussions.
- Messenger is rolling out Live Updates for group chats, allowing fans to receive real-time match moments directly in conversations, alongside limited-edition football chat themes and animated sticker packs.
In addition to these fan experiences, Meta is continuing its efforts to help protect athletes and fans online throughout the tournament, including measures to combat scams, ticket fraud, harassment, and abuse across its platforms.
