Meta says its new AI app, Muse, has passed 10 million users, and that shopping is one of the top things people do with it. CEO Mark Zuckerberg shared the figures on Meta’s third-quarter earnings call on Wednesday, 21 October 2026. The numbers come from Meta itself and are not independently checked. Here is what Muse is, what was said and what is still unclear.
What Muse Is
The Next Web describes Muse as Meta’s “personal AI agent.” It is available on iOS and Android, but only in the United States and Canada. An AI agent is a program that can do tasks for you, such as shopping or managing email, not just answer questions. TechCrunch says users can also use it for personal productivity, such as linking their email and calendar.
The Numbers
- More than 10 million users. Medianama reports that Meta said this covers people in the US and Canada who set up Muse in its first six weeks. TechCrunch notes that Meta did not make clear whether the figure counts monthly users, weekly users or total sign-ups.
- About 25% use it daily, according to TechCrunch and Medianama.
- Earlier figures: The Information reported in early October that more than 3 million people used Muse at least once a week. Sensor Tower estimated it passed 5 million downloads on 30 September, in 22 days, which the Next Web says was faster than ChatGPT (56 days), Grok (103) and Claude (492). TechCrunch says Sensor Tower’s estimates released earlier in the week matched the 10 million figure.
Why Shopping Matters
TechCrunch says shopping is a top activity. Muse shops through an AI agent that uses Plaid’s connector to link payment apps to bank accounts. Zuckerberg said that over a quarter of engaged users who shopped through the agent had an average purchase above $200, and that Plaid had not seen activity like this on any other service. This applies to a subset of engaged shoppers, not all users. Medianama says Zuckerberg put it as “more than a quarter of people who are using Muse” engaging in shopping.
How Meta Plans to Earn Money
- Muse will stay free for most users, according to TechCrunch.
- Meta plans to take a share of commerce on the platform. Medianama says businesses will pay fees on transactions the agent helps with, though this is not live yet.
- Power users who want the most advanced models or more usage can pay a subscription.
- Chief financial officer Susan Li said, “Today, we are not monetizing Muse outside of subscriptions.”
Meta forecasts that Muse will eventually earn more per user than Facebook, Instagram, WhatsApp and Messenger. That is a forecast and not a current result.
Privacy and Safety
An AI agent that can shop and use your email needs strong protection, and Meta described several measures:
- Each user’s Muse runs on its own isolated cloud computer, called Muse Secure VM.
- A system called Sentinel checks actions, connected apps and outbound data. Li said Muse “proposes actions, but only Sentinel can grant permission to perform them.”
- Muse asks before sensitive actions such as sending email or making a purchase, and keeps an audit trail.
- A coming Muse Confidential VM is described as hiding content even from Meta.
These are Meta’s own descriptions. Independent checks of them were not in the reports I read.
What Comes Next
- Medianama says Zuckerberg said Muse will come to Meta’s smart glasses in November 2026. TechCrunch says it will play a central role in the glasses plans.
- Meta says it expects to make Muse more than 10 times more cost-efficient within a year, because it uses a lot of computing power now.
- Muse for small businesses launched in late September, with links to Instagram, Facebook Pages, ad accounts, Shopify, QuickBooks and Canva, according to Medianama.
Costs
Medianama reports that Meta’s third-quarter expenses rose 68% from a year earlier to $51.6 billion. This included a $9.9 billion charge tied to an August settlement with state attorneys general. Li said that growth came mainly from legal costs, infrastructure and the cost of third-party AI usage.
Is Muse Available in Pakistan?
No. Muse is available only in the US and Canada so far. The reports I read do not give a date for other countries.
What Is Not Clear
- What counts as a “user” in the 10 million figure.
- Whether shopping habits will hold as more people try it.
- How safe the agent is when it spends users’ money.
- When Muse will reach other countries.
Frequently Asked Questions
What is Muse?
Meta’s AI agent app for iOS and Android that can shop and handle tasks.
How many users does it have?
More than 10 million, according to Meta.
Where can I use it?
In the US and Canada only.
Is it free?
Mostly. Meta says power users will pay for advanced features.
Why is shopping important?
Meta plans to take a share of sales made through the agent.
Muse’s early numbers are strong, but they come from Meta and cover only two countries. The test is whether people keep using it and trust it with their money.
