Meta launched comprehensive World Cup 2026 features across Threads, Instagram, Facebook, WhatsApp, and Messenger on June 11, positioning the company to capture massive engagement as the tournament unfolds across North America through July 19.
The platform brought football-themed experiences designed to keep fans connected with real-time conversation, match updates, and creator content throughout 104 matches involving 48 teams.
Threads received the most significant update with a dedicated football experience featuring live chats where fans join real-time discussions before, during, and after matches. The platform displays live score alerts, maintains a dedicated World Cup community for match-day conversations, and hosts live commentary sessions led by soccer legends. Threads users can also access key highlights and game reminders while adding team flair to their profiles using custom stickers and emojis.
Instagram introduced an enhanced search experience with a dedicated World Cup search hub surfacing curated, real-time content including top Reels, Stories, and posts. Users also gained access to AI-powered voice effects within direct messages for more expressive conversations during games.
Facebook added a new Football Mode accessible by double-tapping the Facebook logo at the top of the feed. The app includes an AI-powered “Wear It” feature allowing users to virtually try on their favorite team’s jersey and share generated images as profile pictures, Stories, or regular posts. Tournament-themed stickers and backgrounds complement the experience.
WhatsApp partnered with Adidas to transform the football emoji into the official Trionda match ball throughout the tournament. The platform rolled out football-themed stickers, video calling effects, and a dedicated Channels directory bringing team updates, live scores, and tournament highlights into one location. WhatsApp users can now access Meta AI to receive up-to-the-minute tournament information including standings, player details, and nearby venue recommendations.
Messenger delivers live match moment updates directly within group chats, covering goals, red cards, and major developments. Football-themed chat backgrounds and animated sticker packs complete the Messenger experience.
As per Meta:
We’re working with broadcasters, national teams, commentators, creators, and players to bring unique points of view on the tournament to our apps. Key moments, behind-the-scenes content, pre-game preparations, post-game analyses, celebrations, and commiserations will live on Meta apps designed for sharing and discussing with your friends, family, and fellow fans.
The World Cup is about to take center stage on social media for the next few weeks, and with soccer being such a beloved sport, it’s only natural for Meta to roll out special tools that allow fans to connect and celebrate through its apps.
