Meta announced on its third‑quarter earnings call that its AI‑powered app Muse has attracted more than 10 million users, confirming figures released earlier this week by market‑research firm Sensor Tower. CEO Mark Zuckerberg highlighted not just the user count but how people are interacting with the service and the amount they are spending.
Zuckerberg said roughly a quarter of those who have set up Muse now use it every day, a metric that is improving the app’s retention rates. He also revealed that over 25 percent of Muse’s active shoppers made purchases averaging more than $200 each, a level of spending that surprised many industry observers. “Plaid told us they hadn’t seen activity like they’re seeing with their connector on any other service before,” he said, referring to the fintech company that links payment apps to customers’ bank accounts. Muse leverages Plaid’s connector to enable what Zuckerberg called “agentic shopping.”
Beyond commerce, the CEO noted that users are turning to Muse for personal productivity tasks, such as linking the AI assistant to their email accounts and calendars. He said this reflects confidence in the app’s security architecture, which includes a feature named “Muse Secure VM” designed to safeguard data and privacy. An upcoming “Muse Confidential VM” will further limit Meta’s ability to view user content.
Having reached what Zuckerberg described as “product‑market fit,” Meta will now focus on scaling the AI agent, boosting revenue and lowering compute costs. The company projects that Muse will eventually generate more revenue per user than its existing family of apps—Facebook, Instagram, WhatsApp and Messenger—whose current average is several hundred dollars per year. Meta plans to keep Muse free for most users while taking a cut of transactions that occur on the platform. Power users who want access to the most advanced models or additional token capacity will be required to pay.
Zuckerberg added that the firm expects Muse to become profitable once it scales. “On the compute side, we are building out the capacity to serve more than a billion people over the next few years,” he told analysts. “In the near term, Muse is very compute‑intensive to run, but we expect to improve its cost efficiency by more than tenfold in the next year, which will enable it to be profitable once the revenue lines are at scale.”
Muse will also play a central role in Meta’s smart‑glasses strategy. The Reality Labs division, which handles smart glasses, virtual reality and metaverse projects, is still posting large losses, but those are projected to shrink from $19.1 billion in 2025 to $15 billion this year.
Looking ahead, Zuckerberg teased a “Muse network” that would shift the experience from a single‑player tool to one where users’ Muses can interact with friends and family members’ Muses. He suggested that future purchases could involve conversing directly with a retailer’s AI agent rather than navigating to a website.
Sarah Perez is a Consumer News Editor at TechCrunch. She has reported for the site since August 2011 after stints at ReadWriteWeb and in IT roles across banking, retail and software. You can reach her at the email address provided in the original article.