“With Live, sports teams, media companies, brands and other verified Pages can make announcements, share breaking news updates, take fans behind the scenes, (and) host Q&As,” Vadim Lavrusik, product manager, and Dave Capra, engineering manager at Facebook, note in a new blog post.

The change is part of a broader effort by Facebook, which threatens Twitter’s Periscope and similar services.

Since August, Facebook has been been testing Live with Pages including "The Tonight Show Starring Jimmy Fallon," U2, The White House, and Real Madrid.

Earlier this month, the social giant began inviting a “small percentage” of its roughly 1.5 billion users to try live-video streaming. To encourage viewing, Facebook plans to feature users’ live streams right in the News Feeds of their friends and followers.

Driven by video and mobile, Facebook is now on track to rake in roughly $12.14 billion in U.S. digital ad revenues by 2017, according to a recently revised forecast from eMarketer.

While the researcher expects Google to remain the leader in mobile through 2017, Facebook’s share is growing at a higher rate, and the gap is expected to narrow slightly over the next several years.

Facebook will narrow the divide in overall digital spending, growing its market share from 13.2% in 2015 to 16.1% in 2017, eMarketer expects.