Meta's Muse AI app passes 10 million users, shopping a top draw
CEO Mark Zuckerberg said about 25% of people who set up Muse use it daily, as Meta outlined plans to monetize the free app through commerce.
Meta said on its third-quarter earnings call on October 21, 2026, that its AI app Muse has been adopted by more than 10 million users, with shopping among the most popular activities. The company disclosed the figure during the call, according to TechCrunch.
CEO Mark Zuckerberg said about 25% of people who set up Muse use it daily. He also said that over a quarter of Muse's engaged users who shopped via the AI agent had an average purchase size of more than $200. Muse uses Plaid's connector to enable agentic shopping.
Zuckerberg said Muse will include a forthcoming "Muse Confidential VM" that prevents even Meta from seeing users' content. He also teased a future "Muse network" where users' Muses can work with those of friends and family and talk to businesses' agents.
Monetization and capacity plans
Meta plans to monetize Muse by keeping it free for most users and taking a percentage of commerce on the platform, with paid tiers for advanced models or more tokens. The company expects to improve Muse's cost efficiency by more than 10x in the next year and is building capacity to serve more than a billion people with Muse over the next few years.
Earlier this week, Sensor Tower released estimates of Muse's user numbers that Meta's figures confirmed. Meta has said it ultimately intends to keep Muse free for most users while taking a percentage of commerce on the platform. Separately, Reality Labs' losses are expected to improve from $19.1 billion in 2025 to $15 billion this year.
Quick answers
How many users does Meta's Muse AI app have?
Meta said on its third-quarter 2026 earnings call that Muse has been adopted by more than 10 million users.
How does Meta plan to make money from Muse?
Meta plans to keep Muse free for most users and take a percentage of commerce on the platform, with paid tiers for advanced models or more tokens.
What is Muse Confidential VM?
Mark Zuckerberg said Muse will include a forthcoming 'Muse Confidential VM' that prevents even Meta from seeing users' content.