Meta said on Wednesday that its AI app Muse has more than 10 million users. The company shared the figure during its third-quarter earnings call.
The number confirms estimates released earlier this week by market intelligence firm Sensor Tower. Those estimates showed Muse reaching 10 million U.S. downloads in 40 days.
CEO Mark Zuckerberg said about 25% of people who set up Muse now use it daily. He said this is helping the app keep its users over time.
Shopping Leads Muse Activity
Shopping has become one of the top uses of the app. Zuckerberg said over a quarter of Muse’s engaged users who shopped through the AI agent had an average purchase size of more than $200.
Muse uses a connector from Plaid to enable this kind of agentic shopping. Plaid is a financial technology company that links payment apps to customers’ bank accounts.
“Plaid told us that they hadn’t seen activity like they’re seeing with their connector on any other service before,” Zuckerberg said.
Other popular uses include personal productivity tasks. Many users connect Muse to their email or calendars.
Zuckerberg said this shows users trust the app’s security setup. That setup includes a feature called “Muse Secure VM,” which is designed to protect user data and privacy.
He also said an upcoming feature called “Muse Confidential VM” will prevent even Meta from seeing users’ content.
Meta’s Plans to Make Money From Muse
Zuckerberg said Muse has reached “product-market fit.” He said Meta will now focus on scaling the AI agent, increasing revenue, and lowering compute costs.
Meta forecasts that Muse will eventually earn more revenue per user than its family of apps does today. That group includes Facebook, Instagram, WhatsApp, and Messenger, where the figure is currently around “several hundreds of dollars annually,” Zuckerberg said.
The company plans to keep Muse free for most users. Meta would take a percentage of the commerce that happens on the platform.
Power users who want the most advanced AI models or more tokens will have to pay.
“On the compute side, we are building out the capacity to serve more than a billion people over the next few years,” Zuckerberg told analysts on the call.
He added that Muse is very compute-intensive to run in the near term. Meta expects to improve its cost efficiency by more than 10x in the next year, which he said will allow it to be profitable once revenue reaches scale.
Muse will also play a central role in Meta’s smart glasses strategy. Reality Labs, the division behind smart glasses, VR, and the metaverse, is still losing billions of dollars.
The division’s losses are expected to narrow from $19.1 billion in 2025 to $15 billion this year.
Zuckerberg also teased plans for a “Muse network.” He described it as moving Muse from a “single-player game” to one where “your Muses can work with your friends’ and your families’ [Muses].”
“And if you want to buy something, it’s not just navigating to that business’s website; it’s talking to their agent,” he said.
