Meta says Muse has over 10M users, with shopping a top activity

Meta used its third-quarter earnings call to put a number on Muse’s growth: more than 10 million people have used the AI app. That lines up with an estimate Sensor Tower released earlier this week, but the more interesting part is what users are doing once they’re inside.

Mark Zuckerberg said about 25% of people who sign up for Muse now use it every day. That kind of repeat use matters because it suggests the app is sticking, not just getting curiosity downloads and then fading out. He also said more than a quarter of Muse’s engaged users who were shopping through the AI agent had an average purchase size above $200.

That shopping behavior clearly grabbed attention inside Meta too. Zuckerberg said Plaid told the company it had never seen activity like this on any other service connected through its system. Muse relies on Plaid’s connector to handle agentic shopping, and Meta seems to think that kind of spending could become a serious business, even if the app stays free for most users.

Shopping is not the only thing pulling people in. Zuckerberg said Muse is also being used for everyday productivity jobs, like connecting to email and calendars. He framed that as evidence that users trust the app’s security setup, including Muse Secure VM, with a forthcoming Muse Confidential VM meant to stop even Meta from seeing users’ content.

Now Meta wants to turn that usage into something much bigger. Zuckerberg said Muse has reached product-market fit, and from here the company will focus on scaling, raising revenue, and cutting compute costs. He said Muse could eventually make more money per user than Meta’s family of apps, while also becoming a key piece of the company’s smart glasses push.