Karachi: As the world’s premier football tournament approaches North America this summer, Meta has announced the release of new digital features across its platforms, including Instagram, Facebook, Messenger, and WhatsApp, designed to enhance fan engagement and interaction with the game in real time.

According to Meta, the initiatives include partnerships with creators, athletes, teams, broadcasters, and commentators to provide fans with exclusive content and updates. Instagram users will benefit from an improved football search experience, offering real-time content from various sources and a new AI-powered "Goal!" voice effect in direct messages.

Facebook has introduced Football Mode, which comprises tournament-themed reactions, AI-powered virtual jersey try-ons with Wear It, exclusive stickers, and football-inspired creative tools to enhance match-day interactions. Messenger has upgraded group chats with Live Updates, providing match highlights and limited-edition football themes and animated stickers.

WhatsApp users can access a football directory that provides scores, team updates, countdowns, and highlights. Other features include football-themed calling effects, exclusive sticker packs, channel-to-status sharing, and a collaboration with Adidas that turns the football emoji into the official Trionda match ball for the tournament.

In addition to these features, Meta is implementing measures to protect athletes and fans from scams and harmful behavior online, with updated safety prompts and ticket-purchasing guidance across its platforms. Rob Pilgrim, Meta's Global Football Lead, emphasized the company's role in connecting billions of fans worldwide and enhancing their experience of the tournament.

Meta's suite of apps aims to offer more interactive and immersive experiences for football enthusiasts, enabling them to discover content, engage in discussions, and share match-day experiences globally.