Meta Says Muse Passed 10 Million Users, and Shopping Is the Top Use

Meta’s AI agent app Muse has passed 10 million users, according to Mark Zuckerberg on Meta’s Q3 2026 earnings call on October 21. TechCrunch reported the news first.

What Meta actually said

In the call transcript, Zuckerberg said “more than 10 million people in the US and Canada” set up Muse personal agents “in just a month and a half.” That’s the regional scope behind the 10 million figure. He added that about 25% of people who have set up Muse use it on any given day.

Shopping comes first

Zuckerberg called shopping “the most common use case for Muse,” with “more than a quarter of people who are using Muse” shopping through it at an average purchase size over $200. Meta’s CFO later put it as shopping being used by over 25% of Muse weekly actives. Meta’s remarks suggested Muse relies on a Plaid connection for agentic purchases, though the company didn’t spell that out.

After shopping, the top uses are personal productivity, such as connecting email and calendars, and creative tasks.

What’s next

According to TechCrunch, Meta plans to keep Muse free for most users and earn money from a share of commerce on the platform, with paid tiers for power users. Zuckerberg said Muse is expensive to run today and that Meta expects to make it more than 10 times more cost-efficient over the next year. He also teased a “Muse network” where people’s agents can work with each other.

Sources: Meta Q3 2026 earnings call (transcript), TechCrunch.