Meta says AI app Muse has topped 10 million users

Meta confirmed during its third-quarter earnings call that its AI app Muse has surpassed 10 million users, matching estimates Sensor Tower published earlier in the week. CEO Mark Zuckerberg said roughly a quarter of those who set up the app are now daily users, which he said is helping retention, and that more than a quarter of users who shop through the AI agent spend an average of over $200 per purchase — a figure he called surprising even to industry insiders. “Plaid told us that they hadn’t seen activity like they’re seeing with their connector on any other service before,” Zuckerberg said, referring to the fintech company whose connector links Muse to users’ bank accounts for agentic shopping.

Beyond shopping, Zuckerberg pointed to personal productivity uses, such as connecting Muse to email and calendars, which he said shows users trust the app’s security setup — including a feature called “Muse Secure VM” and an upcoming “Muse Confidential VM” that would keep even Meta from seeing users’ content. With Muse now past product-market fit, Meta’s focus shifts to scaling it, growing revenue, and cutting compute costs; the company expects Muse to eventually generate more revenue per user than its existing Facebook, Instagram, WhatsApp, and Messenger user base, which currently brings in around several hundreds of dollars annually per user. Meta plans to keep Muse free for most users while taking a cut of in-app commerce, charging only power users who want more advanced models or additional usage.

Zuckerberg said Meta expects to cut Muse’s compute cost efficiency by more than 10x over the next year, which would make it profitable once revenue scales, and that the firm is building enough capacity to eventually reach over a billion users in the coming years. Muse will also anchor Meta’s smart-glasses strategy; Reality Labs, the unit behind that hardware along with VR and the metaverse, is still losing money, though its losses are expected to narrow from $19.1 billion in 2025 to $15 billion this year.

Why it matters

A 10-million-user AI agent already showing unusually high per-transaction spending gives Meta a concrete, near-term revenue angle for AI beyond ad targeting — and a reason to keep funding Reality Labs’ losses.