Meta says Muse has over 10M users, with shopping a top activity
- ID
- 38039
- Status
- summarized
- Published
- 22 Oct 2026, 5:14 AM
- Fetched
- 22 Oct 2026, 2:40 PM
- Provider
- TechCrunch
- Category
- technology
- Original URL
- https://techcrunch.com/2026/10/21/meta-says-muse-has-over-10m-users-with-shopping-a-top-activity/
- Source URL
- https://techcrunch.com/feed/
Summary
- Score
- 5.0
- Created
- 22 Oct 2026, 2:40 PM
- Tags
- Audience
- ai_agent_userssaas_foundersdevelopers
What happened
On Meta's Q3 2026 earnings call, Mark Zuckerberg said the Muse AI app has passed 10 million users, roughly 25% of people who set it up use it daily, and more than a quarter of engaged users who shop through the agent had an average purchase size above $200. Muse uses Plaid's connector for agentic shopping, and Zuckerberg said Plaid reported activity levels it hadn't seen on any other service. Meta says Muse Secure VM protects user data, a Muse Confidential VM that hides content even from Meta is forthcoming, and Meta forecasts Muse will eventually earn more revenue per user than Facebook, Instagram, WhatsApp and Messenger combined, which currently sits at several hundred dollars annually.
Why it matters
If you run a checkout, the concrete claim to test is the >$200 average purchase size among agent-shopping users via a Plaid bank connection — that's high enough that supporting agent-initiated payment flows could be worth the integration work rather than an experiment. If you build agents that touch email, calendars, or money, note that Meta's pitch is VM-level isolation plus a coming confidential VM, so 'our agent can't see your data' is becoming the baseline claim you'll be compared against.
Discussion angle
The $200 average purchase size and the Plaid connector claim come from Meta's own earnings call with no published methodology — what would you need to see before wiring an agent into your checkout, and does a bank-linked agent payment change your fraud and refund assumptions?