By
Austin Coker
Reading time: 12 min
Last updated: November 9, 2026
More than 10 million people in the US and Canada set up Muse personal agents in roughly six weeks, Mark Zuckerberg said on Meta’s Q3 2026 earnings call on October 21, 2026. The Meta Muse app is Meta’s personal AI agent. It runs tasks for you, including shopping, inside a cloud computer with its own browser, and you reach it through the Muse app or WhatsApp.
This page collects every Muse number that has a named, dated public source: official figures from Meta, download estimates from app-intelligence firms, the markets where Muse is live, and the retailers and platforms it connects to. Each figure is labeled as official or estimate, because the two are not the same thing. Meta has not published a download count.
More than 10 million people in the US and Canada had set up Muse personal agents “in just a month and a half,” according to Zuckerberg on the October 21, 2026 earnings call. That is the only user figure Meta has given for Muse, and it counts people who set up an agent. It is not a monthly active user number.
On the same call, Zuckerberg said about 25% of people use Muse on any given day and that the app had been “number 1 in the App Store almost every day.” Meta did not give a daily or weekly active user count.
The closest thing to a daily active figure comes from outside Meta. Sensor Tower estimated Muse had 2.5 million daily active users on October 16, 2026, as reported by TechCrunch on October 20. Treat that as an estimate. App-intelligence firms model usage from panels and store data, and they don’t see inside Meta’s systems.
Meta’s Q3 2026 results release, also dated October 21, did not include any Muse figure. It reported 3.64 billion Family daily active people (up 3%) and revenue of $64.60 billion (up 26%), which tells you about Meta overall, not about Muse.
Third-party estimates put Muse somewhere between 10.9 million and 14.1 million downloads by late October 2026. The two main sources measure differently, so their totals don’t match:
Sensor Tower also placed Muse among just 12 apps that have reached 10 million US downloads within 40 days. The last app to do it was Threads in July 2023. For comparison, Sensor Tower’s first-40-day US download estimates for other AI assistants were 3.7 million for ChatGPT, 500,000 for Grok and 200,000 for Claude. Those rivals launched at different times and into different markets, so read the comparison as context rather than a head-to-head race.
Two more data points from the same TechCrunch report help explain the speed. Sensor Tower estimated that 39% of Meta’s ad spend in October went to promoting Muse, and that Muse was the No. 1 app in the US App Store every day except October 19, when Kick took the top spot. It also ranked No. 1 on Google Play over the prior 30 days.
Meta has not released an official download count. If you see a single “Muse downloads” figure without a firm name and a date, ask where it came from.
Sensor Tower estimated Day 7 retention of 30% and Day 14 retention of 23% for Muse, compared with 19% and 16% for rival AI apps, per TechCrunch on October 20, 2026. Retention is the number that matters most for anyone deciding whether Muse is worth optimizing for, because a download spike driven by heavy promotion can fade fast. Early retention above the category suggests people are coming back.
Apptopia estimated Muse accounted for 32.9% of US generative AI app downloads, while ChatGPT’s share fell from 37.5% to 26.4% over the same window, according to its October 21, 2026 analysis. Apptopia also estimated that about 25% of Claude users also use Muse. Its headline argument was that Muse hasn’t simply pulled users away from competitors. Overlap between assistants is common.
As of November 9, 2026, Muse is available in five markets: the United States, Canada, Japan, Singapore and Mexico.
A wider rollout is not dated. On the Q3 call, Zuckerberg said “we have not launched it globally yet” and pointed to how compute-intensive the agent is to run. If you sell outside these five markets, Muse is not yet a channel for you.
The latest official figure is 1 billion monthly users for Meta AI, which Zuckerberg shared in May 2025, as reported by CNBC on May 28, 2025. Meta has not published a newer Meta AI monthly user number, and its Q3 2026 results release does not include one.
Larger Meta AI numbers do circulate. Without a Meta statement or filing behind them, they shouldn’t be cited.
Keep Meta AI and Muse separate when you read any statistic. Meta AI is the assistant built into Meta’s apps. Muse is a separate agent product with its own app, its own computer environment and the ability to complete purchases. A Meta AI user count tells you nothing about Muse, and Muse’s 10 million setups are not part of any published Meta AI total.
The Meta Muse agent does tasks on your behalf in a cloud virtual machine Meta calls the “Muse Secure VM,” which has its own browser. It is powered by Meta’s Muse Spark model, according to Meta’s September 8, 2026 announcement.
The launch post lists several details that matter if you sell online:
CNBC reported on October 3, 2026 that checkout happens through an “approval card” you confirm, that PayPal “isn’t available yet,” and that Meta takes a small transaction fee on purchases.
Shopping is the top use case. Zuckerberg said more than 25% of users shop through Muse with an average purchase over $200, and Meta’s CFO put it as “over 25% of Muse weekly actives,” both on the October 21, 2026 earnings call. The top three uses Meta named were shopping, personal productivity and creativity. Meta also said it worked with Stripe to raise credit limits in the first week, which hints at how fast purchase volume arrived.
Muse launched with dozens of retail partners plus the entire Shopify catalog, and Meta named a second wave of retailers at its Connect event, according to its September 24, 2026 Connect recap.
The partners Meta said it was adding include Walmart, Best Buy, American Eagle, DICK’S, Fanatics, Gap, Michael Kors, Sephora, Ulta and Wayfair, along with Shop Pay and PayPal as payment options. Expedia was listed as coming soon, and Instacart was also named.
Meta is also building a standard way for businesses to work with agents. On October 6, 2026, Meta for Business previewed the Personal Agent Protocol, built with Sierra, with Shopify, Stripe and Walmart among the partners.
Amazon blocked Muse from its store. GeekWire reported on September 20, 2026 that Amazon said an “unauthorized AI agent violates Amazon’s Conditions of Use.” In an October 29, 2026 Fortune interview, Amazon CEO Andy Jassy said outside shopping agents are “still not great,” and noted that Alexa for Shopping has more than 400 million customers with interactions up 570% year over year. If most of your sales happen on Amazon, Muse can’t reach that inventory today.
The cleanest public comparison is reach in the first weeks. Sensor Tower estimated Muse’s first-40-day US downloads at 10.2 million, against 3.7 million for ChatGPT, per TechCrunch on October 20, 2026. That measures the apps’ launches, not their shopping features and the apps launched at different times.
The bigger difference is where each assistant can buy. Muse covers Shopify stores and Meta’s named retail partners, and it is locked out of Amazon. Alexa for Shopping works inside Amazon, which Jassy said reaches more than 400 million customers (Fortune, October 29, 2026). For a side-by-side look at features and checkout flows, see our AI shopping agents comparison and our explainers on Alexa for Shopping and Amazon Rufus.
If you sell on more than one of these, you’re dealing with several assistants that each read your catalog differently. That’s why most brands treat AI shopping visibility as one program across them, not a separate project per assistant. Our broader guide to AI shopping assistants covers how the field fits together.
We check how Muse, ChatGPT and Alexa for Shopping describe and recommend your products today, then show you what to fix first.
Shopify stores reach Muse through Shopify’s agentic storefronts, which Shopify turns on by default for eligible stores. Shopify’s Help Center says checkout works on Meta surfaces “including Muse when available,” and that the setting is on by default for eligible stores selling to at least one of 11 countries: Australia, Brazil, Canada, India, Japan, Mexico, New Zealand, Singapore, South Korea, the United Kingdom or the United States. Muse itself is only live in five of those markets so far.
What Meta has documented so far points to a few things you control:
Meta has not published how Muse ranks or picks products. Anyone promising a guaranteed Muse placement is guessing. What you can do is make your catalog complete and accurate, and earn the same third-party mentions that shape what ChatGPT and other assistants recommend. We cover the Muse-specific setup in Meta Muse for Shopify and how short AI recommendation lists work in the Meta Muse top 5 rule.
If you run a Shopify brand and want to know whether Muse, ChatGPT and Alexa for Shopping recommend you, our GEO for Shopify team runs an audit across all three. It’s the same approach that made Buoy the No. 1 ChatGPT recommendation for “best electrolytes with no sweeteners” in 21 days.
Find out how AI shopping agents see your catalog, and get a short list of fixes ranked by impact. Start with GEO for Shopify.
Every figure on this page comes from one of these publishers, with the publication date. All were checked on October 30, 2026. Muse’s market list and Shopify’s Help Center were rechecked on November 9, 2026.
Austin Coker is the CEO and founder of 95 Projects. He has worked in SEO since 2020, when he built and sold an ecommerce brand that grew mainly through search. He founded 95 Projects in 2022 to help SaaS, ecommerce, and B2B service companies show up wherever their buyers search, from Google to ChatGPT and AI Overviews.
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Yes, for most uses. Meta’s September 8, 2026 launch post says Muse is free for most uses, with subscriptions available. When you buy something through Muse, you pay the retailer, and CNBC reported that Meta takes a small transaction fee.
More than 10 million people in the US and Canada had set up Muse agents in about a month and a half, Meta said on its October 21, 2026 earnings call. About 25% use it on a given day. Sensor Tower estimated 2.5 million daily active users on October 16, per TechCrunch.
Yes. Meta said Muse launched with the entire Shopify catalog (September 24, 2026). Shopify’s Help Center says Meta checkout is on by default for eligible stores selling to any of 11 countries, including the US, Canada, Japan, Mexico and Singapore, and covers Muse where it’s available.
No. Meta AI is the assistant built into Meta’s apps, with 1 billion monthly users as of May 2025 (CNBC). Muse is a separate personal agent with its own app, its own cloud browser and the ability to complete purchases. Statistics for one don’t apply to the other.
No. Amazon blocked Muse, saying an “unauthorized AI agent violates Amazon’s Conditions of Use,” GeekWire reported on September 20, 2026. Muse shops through Shopify stores and Meta’s named partners such as Walmart, Best Buy and Sephora instead.
As of November 9, 2026, Muse is live in the United States, Canada, Japan, Singapore and Mexico. Japan launched on October 23, 2026, Mexico on November 5, 2026 and Singapore on October 27, 2026. Zuckerberg said on the October 21 earnings call that Meta has “not launched it globally yet,” citing compute demands, and gave no date for more markets.
They come from app-intelligence firms, not Meta. Sensor Tower estimated 10.9 million downloads (TechCrunch, October 20, 2026) and Apptopia estimated 14.1 million installs (October 21, 2026). Both are estimates. Meta’s only official figure is 10 million agent setups.
