Shopping, not chat, is Muse’s breakout use as Meta passes 10 million users

On its third-quarter call, Meta said Muse has passed 10 million users, matching outside estimates from Sensor Tower, TechCrunch reports. The CEO said about a quarter of people who set it up now use it daily, and that more than a quarter of engaged users shopping through the agent averaged purchases above $200. He quoted Plaid, whose connector powers Muse checkout, saying it had not seen activity like this on any other service. Meta now forecasts that Muse will eventually earn more per user than its social apps do today.

Its plan is to keep Muse free for most users, take a percentage of commerce, and charge power users for top models or more tokens. Meta says it is building capacity to serve more than a billion people over the next few years. Muse is also central to its smart-glasses strategy. TechCrunch reports Reality Labs losses are expected to narrow from $19.1 billion in 2025 to $15 billion this year; other accounts of the same call cited an expected $18 billion to $19 billion (non-voting shares), so the figure depends on the source.

An agent people trust to spend money on their behalf is a stickier and more lucrative product than a chatbot, and daily habit plus real spending is what turns an AI product into a business. People are also wiring Muse into email and calendars for everyday productivity. The CEO argued this shows users trust the Muse Secure VM setup, and promised a Muse Confidential VM that would keep even Meta from seeing user content. If it ships as described and its claims are verified, that would be a meaningful privacy step; Meta launched Muse with Secure VM and Sentinel approvals as its trust pitch (Muse’s privacy design).

Adoption is not the same as trust, though, and the claim that usage proves trust came from the company selling the product. Muse has had setbacks, including a paused sharing feature after chats appeared online (Muse sharing paused) and a disputed claim that it read private messages, which Meta denies (Meta disputes claim).

An agent with bank connections, purchase authority and personal correspondence is a high-value target, and its incentives cut in one direction: Meta earns more the more Muse buys. The next phase raises the stakes. Meta wants a Muse network in which a user’s agent coordinates with friends’ and family’s agents and talks to businesses’ agents rather than their websites. That could make commerce smoother, and could also place Meta in the middle of a large share of consumer transactions, with agents negotiating under rules users cannot see. Businesses may need their own agents to be reachable.

The economics rest on Meta’s expectation of a more than tenfold compute-cost improvement within a year. More in our Meta coverage, AI agents coverage and future of work coverage.