Bosnia's first appearance in a major tournament got off to the worst possible start when Sead Kolasinac deflected the ball into his own net in the third minute but Argentina, odds-on favorites to top a group that also contains Nigeria and Iran, struggled to impose themselves for long periods.
Messi had been virtually anonymous but, in the 65th minute, he brought the stadium alive as he exchanged passes with Gonzalo Higuain before exploding past three defenders and then driving the ball in low off a post.
Bosnia looked down and out but pulled one back through Vedad Ibisevic to set up a nervous final few minutes for Argentina.