Meta says Muse AI app has over 10M users, with shopping a top activity

Meta said on its third-quarter earnings call on Wednesday that its AI app Muse has been adopted by more than 10 million users. The figure confirms estimates released earlier this week by market intelligence firm Sensor Tower.

CEO Mark Zuckerberg focused on how people use Muse and how much they spend. About 25% of people who set up Muse now use it daily, which he said helps retention. Over a quarter of Muse's engaged users who were shopping through the AI agent had an average purchase size of over $200, a number TechCrunch says surprised even industry insiders. Zuckerberg added that Plaid, the financial technology company that connects payment apps to customers' bank accounts, told Meta it had not seen activity like this on its connector on any other service before. Muse uses Plaid's connector to enable agentic shopping.

Shopping is not the only draw. Zuckerberg said other popular uses include personal productivity tasks, such as connecting the agent to email or calendars. He stressed that this shows users trust Muse's security setup, which includes a feature called Muse Secure VM, designed to protect their data and privacy. He also mentioned that a forthcoming Muse Confidential VM will prevent even Meta from seeing users' content.

Zuckerberg said Muse has now achieved product-market fit, so Meta's focus will shift to scaling the agent, increasing revenue and optimizing compute costs. Meta forecasts that Muse will eventually bring in more revenue per user than users of its family of apps (Facebook, Instagram, WhatsApp and Messenger) do today. For the family of apps, that figure is currently around several hundreds of dollars annually, according to Zuckerberg. Meta has said it ultimately intends to monetize Muse by keeping it free for most users while keeping a percentage of the commerce that takes place on the platform. Power users who want the most advanced AI models or more tokens will also have to pay. Zuckerberg said Meta believes Muse will be profitable after it scales.

On compute, Zuckerberg said: "we are building out the capacity to serve more than a billion people over the next few years." In the near term Muse is very compute-intensive to run, but Meta expects to improve its cost efficiency by more than 10x in the next year, which he said will enable it to be profitable once the revenue lines are at scale.

Muse will also play a central role in Meta's smart glasses strategy. Reality Labs, the division responsible for smart glasses, VR and the metaverse, is still losing billions, though its losses are expected to improve from $19.1 billion in 2025 to $15 billion this year.

Zuckerberg also teased plans for something he called the Muse network. He described it as taking Muse from a single-player game to one where your Muses can work with your friends' and your families' Muses. In that world, he said, buying something is not just navigating to a business's website; it is talking to their agent.

Key facts

Meta said on its Q3 earnings call that Muse has been adopted by more than 10 million users, confirming Sensor Tower estimates released earlier in the week.
About 25% of people who set up Muse now use it daily; over a quarter of engaged users shopping via the agent had an average purchase size of over $200.
Meta intends to keep Muse free for most users and take a percentage of commerce on the platform; power users wanting top models or more tokens will pay.
Zuckerberg said Muse is very compute-intensive today, but Meta expects to improve its cost efficiency by more than 10x in the next year.
Meta is building compute capacity to serve more than a billion people over the next few years and teased a 'Muse network' where users' Muses work with friends' and families' Muses.

Why it matters

Meta stated that Muse has more than 10 million users, and the figure comes with usage and spending detail rather than downloads alone. About 25% daily use among people who set up the app and purchases averaging over $200 for a segment of shoppers point to an AI agent being used for real transactions. Meta also says it expects Muse to eventually earn more revenue per user than its family of apps, which currently bring in several hundreds of dollars per user annually. Zuckerberg's plan to move Muse from a single-player game to a Muse network, where agents talk to businesses' agents, shows the direction Meta wants to take commerce.

Who it affects

Muse users, especially those who shop through the agent or connect it to email and calendars, are the direct audience. Businesses may be affected if buying shifts from visiting a company's website to talking to its agent, as Zuckerberg described. Plaid is involved because Muse uses its connector for agentic shopping. Meta investors get a view of how the company plans to monetize and fund Muse, and of Reality Labs, whose losses are expected to improve from $19.1 billion in 2025 to $15 billion this year.

How to use it

Muse can act as a shopping agent through Plaid's connector, and users also connect it to their email or calendars for personal productivity tasks. Meta says its Muse Secure VM feature is designed to protect their data and privacy, and a forthcoming Muse Confidential VM will prevent even Meta from seeing users' content. On cost, Meta has said it intends to keep Muse free for most users and keep a percentage of commerce on the platform. Power users who want the most advanced models or more tokens will have to pay. No price or pricing tiers for power users are given, and the source does not say which platforms or countries Muse is available in.

How solid is it

The figures come from Meta's own earnings call, as reported by TechCrunch, and the 10 million user count matches Sensor Tower estimates released earlier this week. The usage numbers are Zuckerberg's statements and are not independently checked in the article. The $200 average purchase size applies only to the group described as over a quarter of engaged users who were shopping via the agent, not to all Muse users, and the source does not say whether it is a mean or median beyond 'average'. The profitability, the cost efficiency gain of more than 10x and the revenue-per-user forecast are Meta's expectations, not results. No timescale is given for the revenue forecast beyond 'eventually'.

Risks and caveats

Muse is described by Zuckerberg as very compute-intensive to run in the near term, and profitability depends on cost efficiency improving by more than 10x within the next year and on revenue lines reaching scale. The Muse Confidential VM is only forthcoming, and no date is given. Trust in Muse's security setup is Zuckerberg's interpretation of why users connect email and calendars. The Muse network is only teased, with no details given. Reality Labs is still losing billions. Meta's overall Q3 financial results are not given in the source, and no revenue per user figure for Muse is given.

“Plaid told us that they hadn’t seen activity like they’re seeing with their connector on any other service before”

— Mark Zuckerberg, CEO of Meta, on the Q3 earnings call