Meta says Muse passed 10 million users on Q3 earnings call
During Meta's third-quarter earnings call Wednesday, management said Muse passed ten million users, with TechCrunch reporting alignment with Sensor Tower estimates from the same week. Mark Zuckerberg emphasized usage: about twenty-five percent of setups see daily return, while agentic shopping and productivity links like email or calendars stay among top flows. On the call he said over a quarter of engaged Muse shoppers averaged purchases above two hundred dollars and that Plaid told Meta connector activity on Muse outpaced other integrations. Builders of purchase-capable agents should treat bank-connector traction as a signal to invest equally in trust mechanics, given Wired's report that share links exposed private chats and Meta paused that feature. Figures remain unaudited management commentary, and the two-hundred-dollar basket average applies to engaged shoppers only.
Meta says Muse passed 10 million users on Q3 earnings call
Meta said during its third-quarter earnings call on Wednesday that its AI app Muse has been adopted by more than 10 million users, confirming estimates released earlier this week by market intelligence firm Sensor Tower. Zuckerberg also highlighted agentic shopping on Muse, including average purchase sizes above $200 for a large share of engaged shoppers.
Key takeaway
Muse's scale and shopping metrics suggest agentic commerce can reach meaningful baskets, but sustainability and independent verification are still open questions.
What happened
During its third-quarter earnings call on Wednesday, Meta said its AI app Muse has been adopted by more than ten million users, confirming estimates from market intelligence firm Sensor Tower earlier in the week, according to TechCrunch reporting on the call.
CEO Mark Zuckerberg highlighted agentic shopping on Muse, stating that about twenty-five percent of people who set up Muse use it daily and that over a quarter of engaged users shopping via the AI agent had an average purchase size over two hundred dollars; Muse uses Plaid's connector for agentic shopping, and Zuckerberg said Plaid had not seen comparable connector activity on other services.
Evidence
Meta reported Muse has over ten million users on its Q3 earnings call.
TechCrunch AI · attributed
Meta said during its third-quarter earnings call on Wednesday that its AI app Muse has been adopted by more than 10 million users
About twenty-five percent of Muse setup users use the app daily.
TechCrunch AI · attributed
Zuckerberg said about 25% of people who set up Muse now use it daily, helping improve retention.
Over a quarter of engaged Muse shoppers averaged purchases above two hundred dollars.
TechCrunch AI · attributed
over a quarter of Muse's engaged users who were shopping via the AI agent, had an average purchase size of over $200
Plaid told Meta connector activity on Muse was unprecedented versus other services.
TechCrunch AI · attributed
Plaid told us that they hadn't seen activity like they're seeing with their connector on any other service before
Meta is suspending Muse share links after researchers found sensitive conversation exposure.
WIRED AI · attributed
The company is suspending the feature after security researchers discovered how easy it was to access sensitive information shared with the AI assistant.
Why it matters
Teams shipping bank-linked or purchase-capable agents should weigh Plaid-scale connector demand against trust features and sharing surfaces that can leak session content.
Limits and uncertainties
Adoption and shopping figures are self-reported by Meta on the earnings call and lack independent verification in the packet.
Average purchase size above two hundred dollars applies to a subset of engaged shoppers, and the packet does not define engaged users or revenue impact.
Security reporting on share links is summarized by headline and excerpt only; Ars Technica carries no body text in the packet.
Practical implications
Treat financial connectors and high-value checkout flows as production-critical paths requiring monitoring comparable to Plaid-reported load spikes.
Audit conversation-sharing and export features before scaling user growth narratives tied to daily active use.
Pair commerce agent roadmaps with explicit security posture messaging only where product design supports it, as Zuckerberg linked trust to Muse Secure VM in the excerpt.
What to watch
Whether Meta publishes clearer definitions and third-party checks for Muse daily use and engaged-shopper commerce metrics.
Status of the suspended share-link feature and any remediation guidance from Meta or researchers cited in WIRED and Ars Technica coverage.
Follow-on Sensor Tower or earnings disclosures that reconcile ten-million-user adoption with retention and shopping conversion.
