change content based on url per plugin

I have a wordpress page that uses a custom template I created. The url looks like this:

http://localhost/custom

What I want to do, is have the content for this page change, depending on the action (is that what you call it?). e.g.

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http://localhost/custom/people
http://localhost/custom/animals
http://localhost/custom/places

How would I accomplish this?

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