It seems that WGT may have done some tweaking to their programming. Note the last line in these notes released 14 NOV 2017.
To equip and use your new effects in the game:
1. Once you've started a game, click on the "effects" symbol (next to ball spin) in the lower right corner of your screen
2. Choose the one you want from your purchased effects
3. Congrats! You just took your game to the next virtual level, the new effect will now be added to whichever golf ball you have equipped until you remove or change it
Note: Not only will you see your customized virtual golf ball, your opponent(s) will as well