Ten million people in the US and Canada set up Muse in six weeks. Meta has disclosed no Muse revenue. Fees and subscriptions would most likely appear in other revenue, which grew 59% in Muse's launch quarter.
More than 10 million people in the US and Canada have set up Muse, Meta's personal AI agent, in "a month and a half". That is from Benzinga's transcript of the earnings call on 21 October. Meta has disclosed no price, fee rate, cost per user or dollar of Muse revenue, and no date for reporting it.
Muse is being built as a toll on commerce and a subscription tier. Businesses and heavy users are meant to pay. The base product stays free. Meta is spending ahead of any disclosed revenue. Until a revenue line or a fee rate appears, Muse is a usage story funded by the advertising business.
Other revenue is where Muse fees would most likely appear. It sits in Family of Apps, the segment that holds Facebook, Instagram, Messenger and WhatsApp. It was $1,097 million in the third quarter, 1.7% of total revenue. That is 59% above the $690 million of a year earlier.
The third quarter shows no Muse lift. In the first half of 2026, other revenue was $1,890 million against $1,094 million a year earlier, up 73%. Growth slowed to 59% in the quarter Muse launched, so ordinary growth cannot count as evidence of Muse fees.
Meta Family of Apps other revenue grew 73 percent in the first half of 2026 and 59 percent in the third quarter, the quarter Muse launched, so a Muse effect would need to show as growth above the first half pace.
View data
| Period | Growth on a year earlier, percent |
|---|---|
| First half 2026 | 72.8 |
| Third quarter 2026 | 59 |
Muse launched on 8 September and was live for only 23 of the quarter's 92 days. Dividing the line by 10 million users would mix three months of dollars with a count of sign ups. That gives no revenue per user.
Who Meta expects to pay
Meta has named its intended payers in order. Mark Zuckerberg told investors the product should be free for most people. He expects businesses to pay a transaction fee: he said "we will build commerce tools so we get paid a fee based on the transactions that we help facilitate."
Subscriptions come next, for advanced models and extra tokens, then for business owners, then for companies.
These are plans for revenue, with no earnings disclosed so far. The launch post says Muse is free for most of what people need, with subscription plans for people who want to do more. The one price in the Connect announcements is $149.99 for hearing enhancement on Meta's glasses, which is a glasses feature.
The shopping channel is where the fee will bite first. Zuckerberg said more than a quarter of users shop with Muse, at an average purchase of over $200. Retail connectors include Walmart, Best Buy and Sephora. Meta says it is adding Shop Pay and PayPal for payments. Meta has not published a fee rate for retailers.
Small businesses are a second payer. Meta's Muse for Small Business post of 29 September lists Shopify, Stripe and Intuit QuickBooks among the tools Muse connects to. It repeats that Muse is free for most needs, with subscription plans for more.
Zuckerberg also gave a revenue figure that is not Muse revenue. He said average revenue per American user is "several hundreds of dollars annually". That is what Meta earns from existing Muse users across its apps. He said so himself: "the average revenue that I was talking about before is the family of apps revenue for our existing Muse users."
Costs, glasses and advertising
Meta says more about Muse's cost than its revenue, but gives no cost per user. Susan Li said Muse's compute intensity "means that expanding its user base will require significant investment". She expects total serving costs to rise, while compute cost efficiency improves by more than tenfold over the next year.
Asked for a cost per user, she said "we don't have specific numbers to share around the cost structure of Muse today". That figure is needed to assess the margin from Muse's usage.
That cost sits inside a much larger bill. The results release guides 2026 capital spending to $135 billion to $145 billion, after $34.91 billion in the third quarter. Meta says its superintelligence investments "will take longer to generate returns than those in our core business".
Glasses do not pay for Muse yet. Zuckerberg said Meta priced its devices "not to make a large profit on the hardware, but to build a large software and superintelligence business on top of them".
Reality Labs is the unit that sells them. It took in $443 million, down 6% on lower Quest sales. It lost $4.1 billion. That is about $9.30 of operating loss for every dollar of revenue, against $9.40 a year earlier.
Meta now guides the 2026 Reality Labs loss to $18 billion to $19 billion. It expects the loss to narrow to around $15 billion next year. Zuckerberg said on the call that "Muse is coming to Meta Glasses starting next month". That means November. The software meant to justify the loss has not yet reached the device.
Muse may also pay through advertising. Zuckerberg said users can choose to connect Muse to "improve the personalization and quality of their content and ads". That value would arrive inside the $63 billion advertising line, which Meta does not split out.
Meta is also building direct charges. It has set up an Enterprise Platform with a dedicated chief officer and a Muse API. The launch post adds that Muse "doesn't share a person's conversations or the data in their VM with Meta's ad systems."
What the next results could show
Fourth quarter results arrive after the year closes on 31 December 2026. Meta guides total revenue to $73 billion to $76 billion. Susan Li's "Q4 call" remark concerned 2027 budgets and capacity, not Muse.
By that report Muse will have been live for a full quarter, against 23 days in the third, and on glasses for two months if the November launch holds.
Other revenue is the best available read. A step up from $1,097 million, or growth above the first half's 73%, would point to something new being billed. Growth near 59% would leave the case at stated intent. A slower line would say nothing about ads, which Meta does not separate.