It gives coaches the opportunity to reassess as they build towards the next competition.
In Europe, qualifying for Euro 2024 begins, so there'll be a competitive edge to the majority of the fixtures.
It's an ideal time for newcomers to the squads to assert themselves. Here, Stats Perform looks at the players aiming to do just that.
ARGENTINA
Lionel Messi finally got his hands on the biggest trophy of them all last year, as he led Argentina to World Cup glory in Qatar. Now, Lionel Scaloni will be looking to see what prospects he can bring into the squad as La Albiceleste aim to retain their Copa America title in 2024. Two friendlies against Panama and Curacao should give him the ideal chance to test out some newcomers.
Nehuen Perez is enjoying a fine season in Serie A with Udinese and will be looking to improve on his one Argentina appearance, while Manchester City youngster Maximo Perrone has received his first international call. Perrone joined City from Velez Sarsfield in January, having only made his professional debut last year.
BRAZIL
Like Argentina, Brazil have a friendly – just the one – on the cards this month, though it is against World Cup semi-finalists Morocco. That should prove a tough test for the first match of Ramon Menezes' interim tenure.
With Brazil still reeling from their quarter-final exit in Qatar, and key players such as Neymar and Richarlison injured, Menezes has named plenty of fresh faces in his squad.
Among them is Rony, who has already scored six goals for Palmeiras in 2023, following a haul of 23 last year. Joao Gomes, who joined Wolves in January and has already netted in the Premier League, will also be hoping to make an impression, as will Andrey Santos. The 18-year-old is back on loan at Vasco de Gama from Chelsea but now has a chance to win his first cap.
ENGLAND
There were no new call-ups in Gareth Southgate's squad for England's Euro 2024 qualifiers against Italy and Ukraine, but Ivan Toney was something of a surprise inclusion.
That's not due to Toney's form – only Erling Haaland (28) and Harry Kane (21) have scored more Premier League goals than the Brentford striker (16) this season – but because he is under investigation over an alleged breach of Football Association betting rules.
Toney was included in Southgate's final squad before the World Cup but did not make the cut for Qatar, and has not yet made a Three Lions appearance. Given his inclusion this time around, the 27-year-old, who has averaged a league goal every 140 minutes this season, will be hoping to make his mark.
FRANCE
Kylian Mbappe is the new France captain following Hugo Lloris' international retirement, which has left a spot to fill in goal. Milan's Mike Maignan is the natural successor though has struggled with injury this season. Meanwhile, Brice Samba received his first call-up as one of the three shot-stoppers.
Samba left Nottingham Forest to join Lens last year and the 28-year-old has impressed in Ligue 1. His 78.1 save percentage is the third-best in the division out of goalkeepers to have played at least five games, while according to Opta's expected goals on target conceded (xGOT) model, he has prevented 5.2 goals, the fourth-best total in France's top tier.
Khephren Thuram, son of 1998 World Cup winner Lilian Thuram and brother of France striker Marcus Thuram, is having a superb season at Nice and could look to force his way into Didier Deschamps plans for midfield, especially with the injury issues of N'Golo Kante and Paul Pogba.
GERMANY
As hosts of next year's Euros, there'll be no competitive matches for Germany this month, though Hansi Flick's team will be looking to atone for their horror show in Qatar. Six uncapped players have been called up by Flick for friendlies against Peru and Belgium, including Milan defender Malick Thiaw. Kevin Schade, on loan at Brentford from Freiburg, is another newcomer in the forward line.
Marius Wolf has earned his first international opportunity at the age of 27. He has only scored one goal and provided one assist in 24 games this season, so perhaps he won't be the player who goes on to propel Germany to glory in 2024.
ITALY
There's three new faces in Italy's squad, though Roberto Mancini has been lamenting what he sees as a lack of homegrown talent at his disposal. Italy, of course, won the delayed Euro 2020, only to then fail to qualify for the World Cup.
Of the three uncapped players in this selection, Mateo Retegui is certainly one to watch. The 23-year-old, Argentina-born striker holds dual citizenship and plays in the South American nation for Tigre.
Retegui has scored 29 goals since the start of last season. Wladimiro Falcone and Alessandro Buongiorno are the other players who could win their first caps.
NETHERLANDS
Ronald Koeman has given five uncapped players an opportunity to impress in the first squad of his second spell in charge and Sven Botman is undoubtedly the biggest name. The Newcastle United defender was a surprise exclusion from Louis van Gaal's World Cup squad, but the 23-year-old centre-back has been given the nod by Koeman.
Botman has helped Newcastle keep nine clean sheets in the Premier League, while he has made more blocks (15) than any of his defensive club-mates, though he will be hoping to avoid a mistake such as the one he made to gift Nottingham Forest a goal last week.
Xavi Simons, meanwhile, will be looking to make an impact further forward. The 19-year-old has scored 13 goals and provided six assists in the Eredivisie this season.
SPAIN
Most of the players on this list are on the younger side, but new Spain coach Luis de la Fuente has handed a first call-up to 32-year-old Joselu.
The Espanyol forward, previously of Newcastle United and Stoke City, is one of LaLiga's leading scorers this season with 12 goals. Better late than never, perhaps?
Osasuna's David Garcia is another newcomer, while Real Betis striker Borja Iglesias – who like Joselu has netted 12 times in LaLiga – was called up in place of the injured Gerard Moreno on Sunday.