Meta rolls out new football features across its apps for FIFA 2026

MUMBAI: The beautiful game is getting a digital extra-time boost, and this time the crowd stretches far beyond the stadium walls. As billions of football fans tune in to the FIFA World Cup 2026, Meta is turning its family of apps into a sprawling virtual fan zone, unveiling a suite of football-focused features across Threads, Instagram, Facebook, Messenger and Whatsapp.

The social media giant is betting that modern fandom is as much about sharing reactions as watching the match itself. From live scores and real-time chats to AI-powered effects and team badges, Meta wants to make its platforms the second screen for every goal, controversy and last-minute winner.

At the heart of the rollout is Threads, which is being positioned as a real-time football hub. The platform will introduce dedicated football communities, live score integrations, team flairs, custom emojis, match-day stickers and live chats hosted by players, commentators and creators. Former football stars Sergio Agüero and Ian Wright are among the personalities set to host discussions throughout the tournament.

Instagram is also getting a football makeover. A new enhanced search experience will direct users to a dedicated World Cup destination featuring Reels, Stories and content from broadcasters, national teams and creators. The platform is additionally rolling out an AI-powered “Goal!” voice effect in direct messages, adding a celebratory twist to match-day conversations.

Meanwhile, Facebook is embracing tournament fever with a dedicated football mode that unlocks themed reactions, exclusive football-themed features and a mini-game. Fans can also use an AI-powered “Wear It” tool to virtually try on their national team’s jersey and share the look across posts, stories and profile pictures.

Messenger is bringing the action directly into group chats. A new Live Updates feature will deliver real-time match moments, including goals and red cards, while football-themed chat backgrounds and animated stickers aim to recreate stadium energy inside conversations.

WhatsApp, often the unofficial headquarters of sporting debates, is also joining the party. The platform has partnered with Adidas to replace the standard football emoji with the official Trionda match ball until the tournament final. New football-themed calling effects, sticker packs and a dedicated football directory featuring scores, teams and updates are also being introduced.

Beyond engagement features, Meta said it is stepping up efforts to protect users, athletes and tournament intellectual property. The company has expanded anti-scam measures, including in-app reminders designed to help fans avoid fraudulent ticket schemes and other tournament-related scams.

The push reflects the growing role social platforms play in major sporting events. With the expanded 48-team World Cup and 104 matches expected to generate unprecedented online conversation, Meta is positioning itself as the digital grandstand where every celebration, debate and heartbreak unfolds in real time.

For football fans, the tournament may last 90 minutes on the pitch, but on Meta’s platforms, the match-day conversation is set to run much longer.