Meta's Muse AI App Hits 10M Users, Shopping Surges
Original: Meta says Muse has over 10M users, with shopping a top activity
Why This Matters
A $200+ average purchase size signals AI agents moving real consumer spending at scale.
Meta confirmed during its Q3 2026 earnings call that its AI app Muse has surpassed 10 million users, with 25% using it daily and shopping transactions averaging over $200 per engaged buyer.
Meta CEO Mark Zuckerberg used the Q3 earnings call to declare that Muse has achieved product-market fit, citing 10 million users and a 25% daily active usage rate. The numbers align with estimates Sensor Tower released earlier in the week.
The real surprise was commerce. Over a quarter of Muse's engaged users who shopped via the AI agent had an average purchase size exceeding $200. Plaid, which provides the payment connector enabling agentic shopping on Muse, reportedly told Meta it had never seen comparable transaction activity on any other platform.
Beyond shopping, users are connecting Muse to email and calendars for productivity tasks — a sign, Zuckerberg argued, that they trust the app's privacy architecture. Meta's "Muse Secure VM" feature protects user data today; an upcoming "Muse Confidential VM" will reportedly prevent even Meta from accessing user content.
On revenue, Meta projects Muse will eventually generate more per user than its existing app family (Facebook, Instagram, WhatsApp, Messenger) — currently "several hundreds of dollars annually." Monetization will rely on a commerce revenue-share model, with premium tiers for power users. Compute costs are a current bottleneck, but Zuckerberg projected a 10x efficiency improvement within a year, putting profitability within reach once revenue scales. Meta is building capacity to serve over one billion users in the coming years.