Meta launches 2026 World Cup series of new features for its apps
Meta recently unveiled a series of cross-app new features for the 2026 FIFA World Cup, covering Threads, Instagram, Facebook, Messenger, and WhatsApp. These features aim to help users track matches in real time, engage in interactions, and show support, including live chats, score alerts, AI effects, themed stickers, and more.
Meta recently announced a series of new features to help users celebrate the 2026 FIFA World Cup, including real-time score alerts and chat, themed stickers and effects, custom emojis, and an enhanced search experience on Instagram.
Threads: Focusing on Real-Time Discussions and Community Engagement
On Threads, Meta will highlight World Cup-related real-time discussions, offering live chats, real-time score alerts, dedicated World Cup communities, and live commentary segments hosted by football legends. Threads will also showcase key match highlights, important discussions, and match reminders.
Additionally, Threads will introduce custom stickers and emojis, and users will be able to add team flair to their profiles.
Instagram: Enhanced Search and AI Voice Effects
On Instagram, Meta is rolling out an enhanced search experience that consolidates more World Cup content into a dedicated search hub. Meta explains: "When you search for the tournament globally, or tap the tournament button on football videos, you'll enter a dedicated destination featuring curated real-time content from Instagram. You'll see top Reels, Stories, and featured accounts from official rights holders and national teams, along with the best fan content."
Instagram users will also have access to AI-powered voice effects in direct messages (DMs).
Facebook: Football Mode and AI Image Generation
On Facebook, Meta has added "Football Mode," which users can enable by double-tapping the Facebook logo at the top of their feed. Facebook users can also use Meta's latest AI tools to generate images of themselves wearing their favorite team's jersey. The app will also add tournament-themed stickers and backgrounds.
Messenger and WhatsApp: Real-Time Updates and Chat Enhancements
Finally, on Messenger and WhatsApp, Meta is providing users with multiple ways to stay updated on the latest World Cup developments, including real-time connection elements in feeds. Messenger will introduce "Live Updates," allowing users to activate real-time match news in their chats. Meta states: "When Live Updates are activated, your chat thread instantly shifts from delayed reactions to real-time celebrations—no refreshing, no spoilers, just you and your friends reacting in real time as goals, red cards, and key match moments appear in the chat as they happen on the field."
Users can enable Live Updates by tapping the plus icon in the bottom-left navigation bar of a group chat. Messenger will also add World Cup chat themes and new animated stickers.
WhatsApp announced its World Cup updates last week, including themed stickers, call effects, and a dedicated directory of World Cup-related chat channels.
Market Impact and Marketing Opportunities
The World Cup will become a major focus on social media in the coming weeks. Given football's widespread popularity, Meta's move to offer customized tools to help fans engage and celebrate within its apps is a logical step. For marketers, this could also present opportunities for themed campaigns that align with broader user interest and engagement.