Meta's AI Agent App Muse Hits 10M Users, Drives $200+ Purchases

Meta's newly launched personal AI agent app, Muse, has surged past 10 million users in the US and Canada just weeks after its September debut, becoming the centerpiece of CEO Mark Zuckerberg's third-quarter earnings narrative. Zuckerberg mentioned Muse nearly 50 times in his opening remarks — compared to just once each for Facebook, Instagram, and WhatsApp — signaling a dramatic shift in where Meta sees its future.

The app's most striking early metric is its commerce traction: more than a quarter of Muse users have already made purchases through it, with an average transaction size exceeding $200. Beyond shopping, users are plugging in email and calendars to use it for personal productivity. The app rocketed to the top of Apple's App Store after launch, and Meta's stock climbed 5% in after-hours trading following the earnings call.

Zuckerberg framed the product as an unusually fast build — from whiteboard concept to shipped product in roughly eight months — and teased Muse Charm, a companion hardware device set to arrive in under a year from concept to consumer pocket. Muse is also slated to land on Meta's smart glasses next month, with Zuckerberg describing it as central to the glasses' business model, envisioning users carrying their 'personal superintelligence' throughout the day.

Monetization is coming faster than Meta's typical playbook, Zuckerberg acknowledged, citing both the scale of AI infrastructure costs and the outsized commerce activity on the platform. Plans include paid subscriptions, small business tools, and transaction fees on commerce facilitated through the app — while keeping the core product free for most users.

The triumphant earnings call landed on the same day a New Mexico judge ordered Meta to pay $25 billion over data mishandling and misinformation failures on Facebook. That legal backdrop underscores what analysts flag as Muse's central vulnerability: consumer trust. Meta's track record on data privacy is a persistent liability, even as its products continue attracting massive user bases — suggesting people are increasingly willing to accept data risk in exchange for a compelling enough product experience.