Meta adds football mode, jersey try-on and live chats for FIFA World Cup 2026

Meta has launched a suite of FIFA World Cup 2026 features across Instagram, Facebook, Threads, WhatsApp, and Messenger, rolling out interactive tools for fans ahead of the tournament in North America.

The US-based tech company is collaborating with national teams, players, creators, commentators, and broadcasters to power the World Cup content underpinning the new features. Alongside the fan-facing tools, Meta will also implement anti-scam measures, ticket search reminders, and anti-abuse tools to protect both players and supporters online.

Facebook: Football Mode and virtual jersey try-on

Facebook is introducing a Football Mode designed to heighten the excitement around the tournament. Fans can activate it by double-tapping the Facebook logo on their Feed to unlock themed reactions. A Wear It feature also allows users to virtually try on their favourite national team's jersey by opening Stories, selecting a photo, tapping AI Edit, choosing Wear, and selecting their preferred kit. The jersey can then be shared as a profile picture, Story, or post. Exclusive tournament-themed stickers and football-inspired design elements will also be available throughout the competition.

Instagram: enhanced search and AI goal effects

Instagram is receiving an enhanced search feature that surfaces curated real-time Reels, Stories, and posts from official broadcasters, teams, and fans in a dedicated destination. A new AI-powered "Goal!" voice effect has also been introduced for direct messages, which triggers a surprise animation when sent to friends.

Threads: live chats with Agüero and Wright

Threads will host Live Chats during and after matches, enabling real-time conversations between fans, creators, and athletes. Former footballers Sergio Agüero and Ian Wright will each host three Live Chats over the course of the tournament.

A dedicated community will carry match-day discussions, player content, and fan debates, supported by football-themed stickers, custom emoji reactions, curated media highlights, and game reminders.

WhatsApp: Adidas emoji and football filters

Meta has partnered with Adidas to upgrade the platform's standard football emoji to the Adidas Trionda match ball for use in reactions and messages. New football-themed calling effects, face filters, and background filters have been introduced for video calls. A dedicated football sticker pack is also available, alongside a directory for scores, team updates, and countdowns, and the ability for Channels to post directly to Status.

Messenger: real-time highlights and chat themes

Messenger is bringing real-time match highlights into group chats through a Live Updates feature that transforms existing threads into live celebration spaces during games. A limited-edition chat theme and exclusive tournament-themed animated stickers can be activated by long-pressing the background of any group chat.