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

On its third-quarter call, Meta said Muse has passed 10 million users, matching outside estimates from Sensor Tower. The CEO said about a quarter of people who set it up now use it daily, and that more than a quarter of engaged users shopping through the agent averaged purchases above $200. He quoted Plaid, whose connector powers Muse checkout, saying it had not seen activity like this on any other service.

That combination, daily habit plus real spending, is what turns an AI demo into a business. Meta now forecasts Muse will eventually earn more per user than its social apps do today.

We think this is the most important number Meta shared, and it isn't the 10 million. It's the shopping. An agent people trust to spend money on their behalf is a far stickier and more lucrative product than a chatbot, and Meta's plan to keep Muse mostly free while taking a cut of commerce is a clear, workable model.

There is real usefulness here. People are also wiring Muse into email and calendars for everyday productivity, which suggests the agent is saving time, not just entertaining. The CEO argued that this shows users trust the Muse Secure VM setup, and promised a Muse Confidential VM that would keep even Meta from seeing user content. If that ships as described, it would be a meaningful privacy step.

Still, I'd separate adoption from trust. People connecting their inbox isn't proof the system deserves it, and the claim that it shows trust came from the company selling the product. An agent with access to bank connections, purchase authority and personal correspondence is a high-value target, and the incentives cut in a worrying direction: Meta earns more the more Muse buys.

The next phase raises the stakes again. Meta wants a Muse network where your agent coordinates with friends' and family's agents and talks to businesses' agents rather than their websites. That could make commerce smoother. It could also put Meta in the middle of nearly every consumer transaction, with agents negotiating on our behalf under rules we can't see.

Meta also says Muse is compute-hungry today and expects a more than tenfold cost improvement within a year, which it says will make the product profitable at scale. That is a big bet, and the economics of the whole plan depend on it.

Meta plans to monetize Muse by keeping it free for most users, taking a percentage of commerce, and charging power users for top models or more tokens. The company says it is building capacity to serve more than a billion people over the next few years. Muse is also central to Meta's smart-glasses strategy; Reality Labs losses are expected to narrow from $19.1 billion in 2025 to $15 billion this year.