Instagram, Facebook, Messenger and WhatsApp introduce interactive experiences for football enthusiasts
KARACHI, Meta has announced a range of new football-focused features and experiences across its platforms as the world’s biggest football tournament heads to North America this summer.
The technology company is introducing updates on Instagram, Facebook, Messenger, and WhatsApp to help fans connect, celebrate, and engage with the tournament in real time. Through collaborations with creators, athletes, teams, broadcasters, and commentators, Meta aims to bring supporters closer to the action through exclusive content, match updates, behind-the-scenes coverage, and fan discussions.
On Instagram, users will gain access to an enhanced football search experience featuring real-time content from official broadcasters, national teams, creators, and fans. The platform has also introduced an AI-powered “Goal!” voice effect for direct messages.
Facebook has rolled out Football Mode, tournament-themed reactions, virtual jersey try-ons powered by AI through Wear It, exclusive stickers, and football-inspired creative tools designed to boost fan engagement during matches.
Messenger has upgraded group conversations with a new Live Updates feature, allowing users to receive real-time match highlights directly within chats. Limited-edition football themes and animated stickers have also been introduced.
WhatsApp users can access a dedicated football directory that includes scores, team updates, countdowns, and highlights. Additional features include football-themed calling effects, exclusive sticker packs, channel-to-status sharing, and a collaboration with Adidas that transforms the football emoji into the tournament’s official Trionda match ball through the finals.
Meta said it is also enhancing safety measures across its platforms to help protect athletes and fans from scams, abuse, and harmful online behaviour. These efforts include updated safety prompts and guidance for purchasing tickets securely.
Commenting on the initiative, Rob Pilgrim, Global Football Lead at Meta, said the tournament represents one of the largest cultural moments in the world and that Meta’s platforms will play a central role in connecting billions of football fans beyond the action on the field.
With new ways to discover content, join conversations, and share match-day experiences, Meta aims to make the global football tournament more interactive, immersive, and engaging for fans worldwide.
