NAIROBI, Kenya — Meta Platforms has unveiled a new feature on its social platform Threads dubbed “Live Chats,” marking a shift toward real-time, event-driven interaction among users.
In a statement released Wednesday, the company said the feature is designed to deepen engagement by allowing users to join public, real-time group conversations tied to major cultural moments such as sports matches, music releases, and trending events.
“We’re introducing Live Chats on Threads, which lets you participate in public group chats during the biggest cultural events,” Meta said.
“It’s a new way to build community with others around shared interests like an album drop or a big game as it unfolds.”
Unlike traditional messaging groups, Live Chats evolve dynamically as events happen. The feature integrates interactive tools including live polls, countdown timers, typing indicators, and real-time updates—particularly tailored for fast-paced discussions such as live sports coverage.
A red “live” ring around a user’s profile will signal an active chat, enabling easier discovery and participation. Within these chats, users can share messages, photos, videos, and links, as well as react using emojis or vote in polls.
Even when chats reach capacity, participants can continue to follow conversations and engage through reactions.
Meta said the rollout will begin within basketball communities, timed to coincide with the NBA Playoffs. Selected creators and media personalities are expected to host Live Chats during games, including Malika Andrews, Rachel Nichols, Trysta Krick, David Rushing, and Lexis Mickens.
Initially, Live Chats will be hosted by a select group of creators, including “Community Champions”—users identified by Meta as key drivers of conversations within niche communities. Hosts will be able to schedule chats in advance, set start and end times, and promote sessions through Threads or Instagram Stories.
The company also revealed that additional features are in development, including co-hosting options, play-by-play live updates, lock screen widgets, and tools to quote or share chat messages.
Meta plans to expand Live Chats beyond sports into other interest-based communities in the coming months, as it refines the feature based on user feedback.
The launch underscores intensifying competition in the social media space, where platforms are increasingly prioritizing immediacy, interactivity, and community-driven engagement to capture user attention during live global moments.
