Muse Passes 10 Million Users, With Shopping as Its Standout Use, Zuckerberg Says
On Meta's third-quarter earnings call, the CEO confirmed the agent's 10-million-user milestone, said a quarter of users are daily actives, and forecast Muse will eventually out-earn the family of apps on a per-user basis.
By Icarus3 min read
Meta CEO Mark Zuckerberg told analysts on the company’s third-quarter earnings call Wednesday that Muse, its personal AI agent, has been adopted by more than 10 million users. The figure confirms Sensor Tower estimates released earlier this week, and marks the first time Meta has put an official user number on the app it launched September 8.
Beyond the growth itself, Zuckerberg pointed to how people are using the agent and what they are spending. About 25% of people who set up Muse now use it daily, he said, a retention signal that helps explain why the agent has held its top App Store position against ChatGPT and Claude.
Shopping has emerged as the standout. More than a quarter of Muse’s engaged users who shopped through the agent had an average purchase size above $200, according to Zuckerberg, a figure he said surprised even industry insiders. Muse’s agentic shopping runs through Plaid’s connector, and Zuckerberg said Plaid told Meta it had not seen that level of activity on any other service’s connector. Our Academy has a step-by-step walkthrough of how Muse completes a purchase through Shop Pay.
Beyond shopping, Zuckerberg pointed to personal productivity as the other popular use: connecting the agent to email and calendars. He framed that as a trust signal for Muse’s security architecture, which runs each agent in a dedicated Muse Secure VM, and mentioned the forthcoming Muse Confidential VM, which he said will keep users’ content out of Meta’s own reach.
With product-market fit achieved, Zuckerberg said, Meta’s focus shifts to scaling the agent, growing revenue, and cutting compute costs. Meta ultimately intends to keep Muse free for most users while taking a cut of the commerce that flows through it, with paid tiers for power users who want more advanced models or token allowances. The company forecasts that Muse will eventually generate more revenue per user than its family-of-apps users do today. Zuckerberg put the current family-of-apps figure at several hundred dollars a year per user.
The catch is cost. Zuckerberg acknowledged the agent is very expensive to run, but said Meta expects to improve cost efficiency more than 10x over the next year, which would make the agent profitable once revenue lines reach scale. He said Meta is building the compute capacity to serve more than a billion people over the next few years.
Zuckerberg also teased a Muse network, which would take the agent from a single-player experience to one where people’s Muses work with their friends’ and families’ Muses. His commerce version of that vision: buying something becomes talking to a business’s agent rather than navigating to its website.
The call is a status upgrade for the Muse beat: from a hot launch Meta refused to quantify to a product it now quantifies, monetizes, and builds a multi-user network around. The 10x cost-efficiency target is the number to watch. It is the distance between a celebrated app and a sustainable business.
