Meta Prices Muse at $20 and $100 a Month as It Pursues Fees on AI-Assisted Purchases

Meta has put two monthly prices on its Muse AI agent: $20 for Power and $100 for Maximum. At Meta Connect, CEO Mark Zuckerberg also described a different way the assistant could eventually make money: taking a small fee on transactions it completes. The two plans give Muse a subscription business to pursue while Meta builds more places for the agent to act.

Two ways Muse might earn money

Muse is already a personal agent, rather than a product being introduced for the first time at Connect. Meta’s newly detailed prices establish what its two paid plans cost; CNBC’s account does not specify how the Power and Maximum plans differ. That distinction matters to anyone deciding whether the higher monthly price buys something they need.

Zuckerberg’s stated goal puts subscriptions and transaction fees side by side. Heavy users could pay for continued access, while purchases made through Muse could eventually bring Meta a fee. The latter is a plan, not evidence that those fees are already a meaningful business. It also depends on people trusting Muse with enough connected services to let it do more than answer questions.

$20Power

CNBC reports that Meta priced Muse Power at $20 per month.

$100Maximum

CNBC reports that Meta priced Muse Maximum at $100 per month.

Connections make the fee strategy possible

At Connect, Meta named Walmart, Best Buy and Gap as new partners for Muse connections. These links are the route from a request to an action with another service. More connected retailers could give Muse more opportunities to help someone shop, though a partnership announcement alone does not show how often users will let the agent complete a purchase.

Not every connection is about buying something. Spotify says people can link their accounts so Muse can play music, save songs, make playlists and help find books or podcasts. Its examples include scheduling a playlist to start at a particular time. That gives Muse routine jobs between purchases—and gives users another reason to connect a personal account.

A route beyond the Muse app

Meta also said Muse is coming to its AI glasses, extending access to the agent without requiring someone to reach for a phone. The company expects to offer more than 100 glasses options across Ray-Ban, Oakley and Meta Glasses by year-end. Its new camera-free Ray-Ban Meta Audio glasses start at $349 and are scheduled to ship October 13. Those products widen the ways people might reach Muse; they do not settle whether people will use it for paid tasks.

Privacy is part of the sales pitch

Connecting accounts makes privacy central to Meta’s pitch. Zuckerberg said Muse currently uses secure virtual machines—separate cloud computers for users’ agents—and that Meta plans confidential virtual machines intended to further limit its own access to user information. He also described private processing under development for certain glasses features, including live translation. Those planned protections should not be mistaken for features already available.

Meta’s offer asks users to make two judgments: whether Muse does enough to warrant a monthly payment, and whether they want it acting across the services they connect. More partners and devices increase its potential usefulness. The test for Meta is whether that convenience earns the access its planned transaction-fee model requires.