Meta pulls Instagram ad promising Muse unfollow alerts
A Meta spokesperson confirmed the ad is now inactive in the company's Ad Library; Muse reportedly said it can only track follow changes from the request onward.
Meta has removed an Instagram advertisement for its AI agent Muse that said users would be notified every week of accounts that unfollowed them, according to Business Insider. A Meta spokesperson confirmed the ad was taken down and is now inactive in Meta's Ad Library.
The ad was spotted on Instagram about a week before the article and was shared by Rachel Karten, who runs the marketing newsletter Link in Bio.
Asked about tracking unfollows, Muse reportedly answered that it could do so by monitoring the follow list from the time of the request onward and reporting later changes. According to the account, it cannot view past unfollow history.
Muse is an AI agent that handles everyday tasks such as organizing an inbox, booking travel and ordering lunch.
In October 2025, Instagram head Adam Mosseri said in a personal account Q&A that the platform deliberately does not offer an unfollow-tracking feature, so users can unfollow accounts they no longer care about without awkwardness. Unfollow-tracking has long been offered by external third-party services, some of which require account login credentials.
Quick answers
What did the Muse ad say?
It said users would be notified every week of accounts that unfollowed them, according to Business Insider.
Can Muse see who unfollowed me in the past?
Reportedly no. According to the account, it monitors the follow list from the moment of the request onward and reports later changes only.
Is the ad still running?
No. A Meta spokesperson confirmed it was taken down and is now inactive in Meta's Ad Library.