Meta says Muse has more than 10 million users, sets out its commerce strategy

Meta said on its October 21 third-quarter earnings call that more than 10 million people have adopted Muse, its AI agent. CEO Mark Zuckerberg called the service a product-market fit and outlined the next challenge: turning shopping and everyday tasks into revenue while reducing the substantial computing costs of running the agent.

The user figure confirms an estimate released earlier this week by market intelligence firm Sensor Tower, according to TechCrunch. Zuckerberg also supplied a measure of repeat use: about 25% of people who set up Muse now use it daily. That percentage concerns people who completed setup, rather than a share of shoppers or paying subscribers.

Shopping supplies an early business signal

Zuckerberg said more than a quarter of Muse’s engaged users shopping through the agent had an average purchase size above $200. The figure describes a subset of shopping users; it is not an average purchase amount for everyone using Muse. It also measures purchases, not the revenue Meta earns from them.

Muse uses a connector from financial technology company Plaid to support shopping through the agent. Plaid connects payment apps with customers’ bank accounts. Zuckerberg said Plaid had told Meta it had not seen comparable connector activity on another service—an account of Plaid’s feedback, rather than a comparison supplied directly by Plaid.

Other popular uses include personal productivity, such as connecting Muse to email and calendars, Zuckerberg said. He interpreted those connections as evidence that people trust its security setup. That setup includes Muse Secure VM, which Meta describes as protecting users’ data and privacy.

In the near term, Muse is very compute-intensive to run, but we expect to improve its cost efficiency by more than 10x in the next year, which will enable it to be profitable once the revenue lines are at scale.

Mark Zuckerberg, Meta CEO, on the third-quarter earnings call

Free access, transaction fees and paid power users

With Zuckerberg declaring that Muse has found product-market fit, Meta’s stated focus is shifting toward scale, revenue and computing efficiency. Its monetization plan has two parts, while preserving free access for most users:

• Commerce: Meta intends to retain a percentage of transactions taking place on the platform.
• Premium usage: people seeking the most advanced AI models or more tokens—the units used to measure model usage—will have to pay.

Zuckerberg’s longer-term revenue ambition is higher still. He said Meta expects Muse eventually to generate more revenue per user than its family of apps does today. He described that existing benchmark as several hundred dollars annually per user across Facebook, Instagram, WhatsApp and Messenger. The comparison is a forecast for Muse, not a current financial result.

The next step reaches beyond one agent

Meta is building computing capacity to serve more than a billion people with Muse over the next few years, Zuckerberg said. That is a capacity goal, not the app’s current audience. His profitability forecast depends both on the promised efficiency gains and on revenue streams reaching scale.

The product roadmap also includes a forthcoming Muse Confidential VM, which Zuckerberg said would prevent even Meta from seeing users’ content. Separately, he described a planned Muse network where agents could work with those belonging to friends and family. For shopping, the envisioned agent would communicate with a business’s agent rather than simply navigate its website. These remain plans, not capabilities released on the earnings call.