Meta, the parent company of Facebook, is introducing its Telegram-like “broadcast channels” feature to Facebook and Messenger, following its earlier rollout on Instagram and WhatsApp. The feature enables creators and public figures to share one-to-many messages, including text, images, polls, and reactions, directly engaging with their followers. Only the channel creator can send messages, but viewers can react and participate in polls.

Creators and public figures can utilise broadcast channels to update followers and share behind-the-scenes content. Meta CEO Mark Zuckerberg and other executives have employed this feature for product and feature announcements. Currently being tested for Facebook Pages, the ability to create broadcast channels is expected to roll out in the coming weeks. Users managing a Page can start a channel from their Page if the option is available, with a one-time prompt sent to followers, allowing them to join and receive notifications for new messages. Users can mute notifications while remaining in the channel, and the list of channels they’ve joined is accessible in their chat list.

Already active on platforms like Netflix, WWE, League of Legends, and the International Cricket Committee, broadcast channels offer creators a direct and efficient method to interact with their audiences within Meta’s app ecosystem. Despite its benefits, the expansion has sparked mixed reactions. Some users appreciate the streamlined approach across platforms, while others express nostalgia for the uniqueness of each app. The move raises questions about whether uniform features across Meta’s apps are necessary or if users prefer distinct functionalities for each platform.