Meta has a new hit on its hands, and it is not another social feed.
The company said during its third-quarter earnings call that Muse, its AI agent app, now has more than 10 million users. Meta added that people are leaning on the app for two things in particular: shopping and personal productivity.
A very fast first 40 days
Muse launched on September 8, 2026. Within 40 days it had logged 10.9 million total downloads.
The vast majority came from home turf. Of that total, 10.2 million downloads were in the US, which makes Muse an overwhelmingly American product for now.
The pace puts the app in rare company. Only 12 other apps in history have reached 10 million downloads in such a short window.
On October 16, Muse recorded 2.5 million daily active users. That figure was growing at 15% week over week.
Put another way, roughly one in four people who installed the app were opening it on a given day.
Retention is the number to watch
Muse appears to be holding on to users better than its peers. Its seven-day retention rate sits at 30%, and its 14-day retention rate is 23%.
Rival applications such as ChatGPT average 19% at the seven-day mark and 16% at 14 days.
Meta directed 39% of its US advertising spend to Muse in October 2026. That was up sharply from 23% in September.
The bigger picture at Meta
Meta reported third-quarter 2026 revenue of $64.60 billion, up 26% year over year.
Meta’s 2026 capital expenditure guidance stands at $130 billion to $145 billion, with the bulk aimed at AI.
The shopping angle is especially telling. Muse allows users to compare prices and streamline purchases, with enhanced features for small businesses introduced in late September 2026. Unlike conventional AI assistants, Muse operates in secure cloud environments requiring user approval for sensitive actions such as payments.
What this means for Meta and its rivals
Muse is introducing subscription tiers priced at $20 and $100 per month, putting it in direct pricing competition with other premium AI assistants.
Analysts predict Muse could generate between $2.4 billion to $36 billion in annual revenue by 2030, representing up to 8% of Meta’s overall earnings.
With 10.2 million of 10.9 million downloads coming from the US, international expansion remains largely untapped.
Disclosure: This article was edited by Diego Almada Lopez. For more information on how we create and review content, see our Editorial Policy.