Meta reports strong early Muse adoption as it develops monetization and smart-glasses integration

Muse reaches more than 10 million users

Meta CEO Mark Zuckerberg said on the company’s October 21, 2026, third-quarter earnings call that more than 10 million people in the United States and Canada had set up Muse, the company’s AI agent, during its first six weeks. About 25% of users were accessing it daily, according to the company. Muse launched in the United States and Canada on September 8.

The product is separate from Meta’s smart-glasses initiative, but MetaMediaNama reported on October 22 that the company is positioning Muse as an interface for its smart glasses. The supplied reporting does not establish that the integration has launched or is generally available.

Shopping drives reported engagement

Shopping was Muse’s most common use, Zuckerberg said. More than a quarter of users engaged in shopping, with an average purchase size of more than $200. Meta said purchase volumes exceeded internal expectations and that the company had to work with Stripe to raise credit limits.

Those figures describe purchases reportedly facilitated through Muse, not a disclosed cash payment from Meta to users or a completed transaction in which cash changed hands between Meta and a recipient. Meta also uses Plaid to connect Muse with bank accounts. Zuckerberg said Plaid had reported activity unlike anything it had seen from a connector on another service.

Monetization remains in progress

Meta said most people would continue to access Muse without a subscription charge, while businesses could pay fees on transactions Muse helps facilitate. Advanced models or additional features could command subscription fees. Meta CFO Susan Li said on a follow-up call that the company was not then monetizing Muse outside subscriptions and needed to expand its user base and business partnerships before monetizing transactions.

Zuckerberg said Meta expected revenue per Muse user eventually to exceed the several hundred dollars annually that Meta generates from each U.S. user of its apps. That was a company expectation, not reported revenue. Meta also expected to improve Muse’s compute efficiency by more than 10 times over the next year, which Zuckerberg said would help make the service profitable as revenue scaled.

Smart-glasses role remains prospective

MediaNama’s October 22 report described Muse as a shopping assistant, a business tool and a proposed interface for Meta’s smart glasses. The same reporting said Meta aims to connect Muse with users’ content and advertising experiences, while a separate report said a forthcoming “Muse Confidential VM” would prevent even Meta from seeing users’ content.

The reports do not provide evidence that Muse is already operating on Meta smart glasses, that users can access it through those devices generally, or that businesses have procured such an integration. Meta’s broader smart-glasses push and Muse rollout therefore remain separate disclosed initiatives whose practical connection is still prospective.

Adoption does not equal proven economics

The reported user and activity figures show early adoption of Muse in the United States and Canada, but they do not establish profitability or the scale of realized transaction revenue. Meta said Muse was compute-intensive to operate and that its cost structure was still being worked out, with spare off-peak capacity and more efficient models identified as possible efficiencies.

Meta also reported a third-quarter free-cash-flow outflow of $2.12 billion and projected 2026 capital spending of $135 billion to $145 billion. Those figures concern the broader company and should not be attributed solely to Muse. The next verifiable measures include Muse’s transaction-fee rollout, subscription details, compute-cost performance and any further disclosure about smart-glasses access.