Meta is turning Threads into a digital stadium for basketball fans. The company announced Live Chats, a real-time group chat feature rolling out to NBA content creators throughout the playoffs and Finals. A bold red ring around users' profile icons signals when they're hosting or participating in these conversations, which appear at the top of the Threads Community Feed.

Users can send messages, photos, videos, and emoji reactions in these public chats. Even when chats reach capacity, viewers can still watch the conversation, react to messages, and vote in polls. Creators can schedule Live Chats ahead of time and set their duration—Meta suggests scheduling around typical game times, like 7 pm ET for approximately three hours. The chats can be shared on Instagram Reels for broader exposure.

This marks Threads' attempt to compete with existing social features by creating centralized spaces for real-time cultural moments. Featured hosts include well-known NBA journalists like Malika Andrews and Rachel Nichols. Meta says co-hosting, play-by-play tools, a lock screen widget, and the ability to share chat messages to feeds are all under development.