What kind of image processing was used in the Facebook "Celebrate Pride" filter?
The top Zuckerberg image looks like you first convert your background Zuckerberg image to grayscale. Then you can add a second layer with the rainbow texture but use the 'Screen' blending mode, this will cause it to colourise the layers beneath it, but in such a way the whites are preserved. You could also try 'Multiply' mode too if the results are too bright.

The second one with the facebook logo looks like alpha blending. This can be done using a default layer in photoshop but setting the layer opacity to some midway value, i'd guess around 75% opacity. In this version the rainbow texture is the background, and the layer contains the 'F' logo.