Mark Zuckerberg says over 10 million people used Meta’s Muse—and demand was so high, he had to get Stripe to raise credit limits

Meta’s new personal AI push is getting traction fast. Mark Zuckerberg told analysts on the company’s Oct. 21 earnings call that more than 10 million people in the U.S. and Canada have set up Muse agents since the service launched on Sept. 8.

That’s a big early number for a product Meta only rolled out six weeks earlier. Zuckerberg said it’s more than twice the starting level of Threads and more than what other AI apps have reached at launch. Muse can handle multistep chores for users, including web browsing, email, and travel bookings, but the surprise winner so far is shopping.

One-quarter of adopters use Muse every day, and the average purchase size is above $200, Zuckerberg said. Demand got hot enough in the first week that Meta had to work with Stripe to raise credit limits. Meta already partnered with Stripe so Muse could handle purchases from day one, but Zuckerberg said the volume was higher than anyone expected.

That matters because Meta wants Muse to become a business, not just a demo. The company plans to charge businesses a fee when the agent helps complete a sale, while keeping the consumer side free unless people want more tokens or more advanced models. Meta already makes $63.1 billion in advertising revenue in a single quarter, but Zuckerberg said Muse could eventually bring in even more per user as commerce grows.

The catch is cost. Meta spent almost $35 billion on capital expenditures in the third quarter and reported negative free cash flow of $2.1 billion. Susan Li said full-year capex is expected to land between $135 billion and $145 billion, up from $72.2 billion last year. Zuckerberg said Muse is limited to the U.S. and Canada partly because it is so compute-heavy, though Meta wants it to scale far beyond that and improve its cost efficiency by more than 10x next year.