# Meta reports Muse AI app reaches 10 million users

> Meta says 10M+ users use Muse, with a quarter shopping via the AI agent and average purchases over $200.

Oossa · 2026-10-21 · https://oossa.com/en/meta-reports-muse-ai-app-reaches-10-million-users

Meta announced on its third‑quarter earnings call that its AI assistant app Muse now has more than 10 million users. The figure matches estimates from market‑intel firm Sensor Tower released earlier in the week. About 25 % of people who set up Muse use it every day, according to CEO Mark Zuckerberg.

## Shopping drives big spend

Zuckerberg said a little over a quarter of Muse’s active users shop through the AI agent, and those shoppers spend an average of more than $200 per purchase. The app uses Plaid’s financial‑connector to link users’ bank accounts, a level of activity Plaid says it has not seen on any other service. Muse also offers a “Muse Secure VM” to keep data private, with a future “Muse Confidential VM” that will block even Meta from seeing user content.

## What’s next for Muse

Meta calls the milestone “product‑market fit” and plans to scale Muse, aiming for higher revenue per user than its core family of apps (currently several hundred dollars a year). The company expects to cut compute costs by more than tenfold within a year, making the service profitable as it grows. Muse will also be tied to Meta’s smart‑glasses roadmap and a forthcoming “Muse network” that lets users’ agents collaborate.

## The facts

- Muse has over 10 million users, confirmed by Meta on its Q3 earnings call on 2026‑10‑21.
- Around 25 % of Muse users are daily active, according to Zuckerberg.
- Over 25 % of engaged Muse users shop via the AI, with an average purchase size above $200.
- Meta aims to improve Muse’s compute efficiency by more than 10 × within the next year.
- Muse is expected to eventually generate more revenue per user than Meta’s Facebook, Instagram, WhatsApp and Messenger apps, which currently earn several hundred dollars per user annually.

## Why it matters

For everyday shoppers, Muse offers a hands‑free way to buy items, potentially saving time by handling payments through Plaid. The move toward higher spend and daily use suggests the app could become a common shopping companion, and Meta’s plan to keep it free for most users means low‑cost access while the company looks to profit from the transactions it enables.

## Sources & references

1. [Meta says Muse has over 10M users, with shopping a top activity](https://techcrunch.com/2026/10/21/meta-says-muse-has-over-10m-users-with-shopping-a-top-activity/) – TechCrunch, 2026-10-21

Last updated: 2026-10-21