Meta launched its AI agent application, Muse, on September 8, 2026, for US users aged 18 and older. By September 18, 2026, the app reached the top spot on the US iOS App Store free chart. According to Sensor Tower, cumulative downloads in the US exceeded 5 million within 22 days of the release.
By late September 2026, the app recorded approximately 700 000 daily active users and processed over 1 million daily prompts. Despite the download volume, the company faces retention challenges, as open rates remain lower than those of established platforms like ChatGPT and Instagram.
To improve engagement, Meta has begun integrating Muse into WhatsApp. The company also adjusted token limits due to usage exceeding internal forecasts and is currently managing a system load driven by a smaller group of heavy users.
The application operates on a freemium model with a limited free tier and two paid subscription plans. Meta is exploring transaction-based monetization alongside its existing advertising revenue model to offset the costs of its significant AI investments.
