Meta launched its proactive AI agent, Muse, on September 8, 2026. The service is available on iOS, Android, the web, and WhatsApp, and operates on the Muse Spark 1.3 model. It is designed to perform tasks like browsing, form submission, and purchases.
The service follows a freemium model. A free tier offers 100 million tokens per week. The Power plan costs $20 per month for 500 million tokens, while the Maximum plan costs $100 per month for 3 billion tokens.
Goldman Sachs reiterated a Buy rating on Meta stock on September 13, setting a price target of $725. At the time of the note, shares were trading at approximately $648.
Wedbush Securities maintained a Neutral rating with a price target of $650. Analysts at the firm project that subscription revenue from Muse could reach $5 billion by 2027, representing about 1.5% of Meta's total expected revenue.
