Facebook is working on a new function that would allow users to request prayers. The social media platform has confirmed the upcoming release of Prayer Posts. The new feature is a result of Facebook taking notice of how their site was used to organize faith communities during the pandemic.
According to NBC News, users will be able to add prayer requests to individual posts. Once marked for prayers, other users can click an “I Prayed” button that will be located alongside the “Like” button. The report goes on to note that Facebook has been testing the new feature since December 2020.
Religion News Service spoke with Nona Jones, head of Global Faith Partnerships at Facebook. Jones said Facebook recognized that much of its traffic came from religious communities during the pandemic. During the Easter/Passover week, for example, Facebook Messenger saw a record number of video calls. Jones told RNS:
Reuters reports that Jones confirmed that “Prayer Posts” are used to personalize Facebook advertisements. Furthermore, a spokesperson said that these posts could help determine what kinds of ads are shown to users.
They did note, however, that advertisers will not be allowed to target users based on the content of a prayer. Nor will they be factored into categories of “demonstrated interest topics,” also used to streamline ads.
Speaking to NBC News, Rev. Bob Stec, pastor of St. Ambrose Catholic Parish in Ohio, was cautiously optimistic. Fr. Stec said that he saw the feature as “positive affirmation” of the need for an “authentic” community. He did, however, wonder if it was the “community we need,” and said:
Fr. Stec went on to warn that such a platform could be used too much, or unwisely:
