Muse Crosses 10 Million Users as Shopping Drives Meta’s AI Agent
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An AI agent that can read your calendar, handle your email, and buy things for you sounds like a big leap of trust. Yet Meta says millions of people have already made it. During the company’s third-quarter earnings call on Wednesday, executives revealed fresh numbers for Meta Muse, its AI app, and the details about how people use it caught the attention of CEO Mark Zuckerberg.
What Meta Said About Muse Users
Meta said that more than 10 million people have adopted Muse. That confirms estimates released earlier this week by the market intelligence firm Sensor Tower.
The headline number is only part of the picture. Zuckerberg said about 25% of people who set up Meta Muse now use it daily, which he described as helping to improve retention. For any app, daily habits matter more than one-time downloads, because they show that people find a reason to return. Retention is what turns a launch spike into a lasting audience.
Shopping Is a Surprising Strength
Big Purchases Through an Agent
What stood out most was spending. Zuckerberg said more than a quarter of Muse’s engaged users who were shopping through the AI agent had an average purchase size above $200. That figure surprised even industry insiders.
The Plaid Connection
Muse uses a connector from Plaid, the financial technology company that links payment apps to customers’ bank accounts, to enable agentic shopping. Zuckerberg said Plaid told Meta it had not seen activity like this on its connector from any other service.
In plain terms, people are not only chatting with Meta Muse. Many are trusting it to complete purchases, which is exactly the kind of behaviour that could make an AI agent valuable as a business.
Productivity and the Trust Question
Shopping is not the only popular use. Zuckerberg said people also rely on Muse for personal productivity tasks, such as connecting the agent to their email or calendars.
He stressed that this behaviour suggests users trust Muse’s security setup. That setup includes a feature called Muse Secure VM, designed to protect data and privacy. He also mentioned a forthcoming feature, Muse Confidential VM, which will prevent even Meta from seeing users’ content.
Trust is central here. An agent connected to an inbox and a bank account holds sensitive information, so privacy protections may decide how far people are willing to go.
From Product-Market Fit to Revenue
Scaling and Revenue Goals
Zuckerberg said Muse has now reached product-market fit, so Meta’s focus will shift to scaling the agent, increasing revenue, and optimizing compute costs.
Meta even forecasts that Muse will eventually earn more revenue per user than people using its family of apps today. Those apps include Facebook, Instagram, WhatsApp, and Messenger. Zuckerberg put the current figure at around several hundreds of dollars annually.
How Meta Plans to Earn Money
Meta intends to keep Muse free for most users while taking a percentage of the commerce that happens on the platform. Power users who want the most advanced AI models or more tokens will have to pay. Zuckerberg also said Meta believes Muse will be profitable once it scales.
The Compute Challenge
Running an AI agent such as Meta Muse is expensive. Zuckerberg told analysts that Meta is building capacity to serve more than a billion people over the next few years. In the near term, he said Muse is very compute-intensive, but Meta expects to improve its cost efficiency by more than 10x in the next year, which would let it turn a profit once revenue reaches scale.
Smart Glasses and the Muse Network
Muse will also play a central role in Meta’s smart glasses plans. Reality Labs, the division behind smart glasses, VR, and the metaverse, is still losing billions. Its losses are expected to improve from $19.1 billion in 2025 to $15 billion this year.
Zuckerberg also teased a “Muse network.” He described it as a move from a single-player game to one in which your Muses can work with your friends’ and family’s Muses.
He added that buying something may no longer mean visiting a business’s website. Instead, it could mean talking to that business’s agent.
What This Means for Everyday Users
For most people, the practical effect will be a growing set of tasks handled by an agent rather than by hand. If you use Facebook, Instagram, WhatsApp, or Messenger, Meta Muse may become another way to shop, plan, and organise your day.
Before connecting email, calendars, or payment accounts, check what each permission allows. Read the privacy settings, and look at how the Secure VM feature protects your information. Treat early results with care, since these figures come from Meta’s earnings call. Start small, with a low-risk task, and increase what you hand over only as your confidence grows.
Frequently Asked Questions
1. How many people use Meta Muse?
Meta said more than 10 million users have adopted it, and about 25% of those who set it up now use it daily.
2. How does Muse make money?
Meta plans to keep it free for most users while keeping a percentage of commerce on the platform. Power users who want advanced models or more tokens will pay.
3. What are Muse Secure VM and Muse Confidential VM?
Secure VM is a feature designed to protect user data and privacy. The forthcoming Confidential VM will prevent even Meta from seeing users’ content.
4. What is the Muse network?
An idea Zuckerberg teased in which your Muses can work with your friends’ and family’s Muses.
Conclusion
Meta Muse has moved quickly from launch to millions of users, with daily use and large purchases suggesting real demand. Privacy, compute costs, and the promise of future profit remain open questions. Zuckerberg’s forecast, that revenue per user could eventually top that of Meta’s existing apps, shows how high the company is aiming. How well Meta handles them will decide whether Muse becomes a lasting business or an expensive experiment.
