Zuckerberg: 10 million+ people have set up a Muse agent, with about a quarter using it daily

Verified Oct 22, 2026

#What happened

On Meta's third-quarter earnings call on October 21, Mark Zuckerberg said more than 10 million people in the United States and Canada have set up a Muse agent, about six weeks after the September 8 launch. Zuckerberg put daily use at about 25 percent of the people who set up the agent. Chief Financial Officer Susan Li said shopping is the top use, with more than a quarter of weekly active users buying through Muse, and Engadget reports the average purchase is over 200 dollars. Zuckerberg laid out the monetization plan: businesses will pay fees on transactions Muse facilitates, and paid subscriptions will cover heavier use, advanced models, and business features. No merchant fee schedule was given. Meta also expects to improve Muse's cost efficiency more than tenfold over the next year, since computing demands are constraining a broader rollout. Muse Charm is about to ship and Muse arrives on Meta's smart glasses next month.

#Why it matters

Muse's growth puts the paid-agent model under pressure. OpenAI's Dots costs 200 dollars a month for premium users, while Meta's rival is free to consumers and already at 10 million setups with commerce revenue on the roadmap. Setup counts measure curiosity, though, not value. Meta has published no retention figure beyond the 25 percent daily-use rate, and no outlet has published a controlled head-to-head test of Muse against Dots or Anthropic's new Claude Duet. The agent race is still a marketing contest until someone runs the same tasks through all three.