For a few years, AI assistants mostly answered questions. You typed a prompt, read the reply and then did the work yourself, whether that meant booking a table, comparing prices or chasing a refund. The newest assistants are built to do that work for you, opening websites, filling in forms and paying for things once you approve.
When a large company launches one of these agents, two stories start at once. App charts and social posts measure the excitement, while investors want to know whether the product will ever bring in money and what it costs to run. Launch pages rarely answer the second question, because they are written to win users.
A clearer way to judge a new AI product as an investor is to stay close to what the company itself has said and to the numbers it reports. Its own posts tell you what the product does and how it is priced, and its quarterly results show where any new revenue would appear and what the build costs.
Meta Platforms now has such a product in Muse, an agent that runs on Meta's own AI models. If you hold crypto, you can follow each Muse announcement on BloFin's METAX/USDT Spot pair, where METAX is a token backed by Meta shares. There is also the METAUSDT Perpetual, a contract that lets you take a view on a rise or a fall.
What is Meta Muse AI?
Meta Muse AI is a personal AI agent that Meta launched in the US on September 8, 2026. A chatbot replies to you, while Muse carries out tasks for you, such as sending an email, booking travel or filling in a form online. It runs on Meta's own family of Muse models (source: Meta's Muse launch post).
Meta describes Muse as an agent that does the work itself. You give it a goal in a chat, and it can open a browser, fill out forms and negotiate on your behalf. At launch it ran on Muse Spark, which Meta then called its most capable model, and it works inside a private virtual computer set up for each person.
You talk to Muse the way you would message a person, either in the Muse app or directly in WhatsApp. Meta rolled it out on iOS, Android and the muse.ai website, and says it is coming to its AI glasses too (source: Meta's Muse launch post).
For Meta's shareholders, the interesting part is what kind of product this is. Facebook, Instagram and WhatsApp make money by showing ads to people who use them for free. Muse is built to do work for one person, and Meta said from launch day that people who want more from it will pay.
Muse Wonder and Muse Wonder Full
Muse Wonder is Meta's newest Muse model, released on October 12, 2026 together with a larger version called Muse Wonder Full. Meta calls them its most capable models to date, and says Muse Wonder will soon power the Muse agent, starting with paying subscribers (source: Meta's Muse Wonder post).
Meta built the two models for agent work, meaning long tasks that take many steps. It describes two new features in plain terms. Active Memory carries what matters to you from one conversation to the next, while Active Focus keeps the model working toward your goal when a task gets hard, trying other approaches and recovering from errors.
Meta also says the models match the best available on personal and professional agentic tasks. That is Meta's own description of its own product. The post gives no test scores, and the scores in Meta's model card, which TechCrunch reported as comparable to the leading rival models, come from Meta's own testing, so treat them as claims to check against independent results over time (source: Meta's Muse Wonder post) (source: TechCrunch).
Developers can use Muse Wonder already, while Muse Wonder Full is limited to subscribers of Muse Code, Meta's coding tool. Both are paid routes, which is why the release matters for the money question as much as for the product.
The release landed on the same day Meta set the date for its third-quarter results, which it will publish after the market closes on October 21, 2026 (source: Meta Investor Relations). That puts the first set of results since the Muse launch only days away.
How Muse differs from Meta AI
Muse runs on a family of models built by Meta Superintelligence Labs, the group Meta says rebuilt its AI from the ground up. The first, Muse Spark, arrived on April 8, 2026 and powers Meta AI, the assistant inside Meta's apps (source: Meta's Muse Spark post). Muse is a separate agent that uses the same models.
The difference between Meta AI and Muse is the difference between an assistant and an agent. Meta AI answers questions in its own app and inside WhatsApp, Instagram, Facebook and Messenger. Muse takes a goal and works on it, with its own browser and access to the accounts you connect. Both draw on the Muse models, so an upgrade to the models can reach both products at once.
On its July 29, 2026 earnings call, Mark Zuckerberg said the number of people using Meta AI each day had risen 60% since Meta rebuilt the assistant around Muse Spark (source: Meta Q2 2026 earnings call). Muse came later, and Meta has published no user count for it.
Date | What Meta released or said | Meta source |
|---|---|---|
April 8, 2026 | Muse Spark, the first Muse model, starts powering Meta AI | Muse Spark post |
July 29, 2026 | Meta tells investors Muse Spark is available to developers through its public API and on OpenRouter for US developers | Second-quarter 2026 earnings call |
September 8, 2026 | The Muse agent launches in the US on iOS, Android, the web and WhatsApp | Muse launch post |
September 29, 2026 | Muse for Small Business launches | Muse for Small Business post |
October 12, 2026 | Muse Wonder and Muse Wonder Full are released, and the third-quarter report date is set | Muse Wonder post and Meta Investor Relations |
October 21, 2026 | Third-quarter 2026 results are due after the market close | Meta Investor Relations |
Read in order, the dates show Meta building the models first, selling access to developers next, and only then putting a consumer agent on top, followed by a version for business owners.
What Muse costs and how Meta handles your chats
Muse costs nothing for most uses, with paid plans for heavier ones. Meta's launch post calls it "free for most of what people need, with subscription plans for people who want to do more" (source: Meta's Muse launch post). Reuters reported that the paid plans cost $20 and $100 a month for heavier use (source: Reuters), while Meta's Muse posts list no prices.
That split matters more than it looks. A free tier lets Meta reach the billions of people who already use its apps, and the paid plans charge the users who hand Muse the most work.
On privacy, Meta makes three specific promises in its launch post. Muse does not pass your conversations, or the data in the virtual computer it works in, to Meta's ad systems. It has no view of your passwords or payment methods. And Meta plans a version of that virtual computer encrypted with a key only you hold, so that "not even Meta can access it" (source: Meta's Muse launch post).
The ad promise is the one an investor should note. Meta earns almost all of its money from ads targeted using what people do in its apps, and it has walled Muse chats off from that system. Any money Muse makes therefore has to come from somewhere other than ads built on your Muse conversations.
Muse for Small Business
Muse for Small Business is a version of the agent for business owners, which Meta launched on September 29, 2026. It connects to a company's Facebook and Instagram accounts, its Meta ad accounts and outside apps such as Shopify, Stripe and Intuit QuickBooks. From there it works toward goals like finding new customers (source: Meta's Muse for Small Business post).
Meta lists more than a dozen outside apps it can reach, from Canva and Slack to Notion and Zoom. You can ask it to draft next week's ad campaign, and Meta says nothing is published, sent or paid for without your approval. For businesses that want more than the free level, Meta again offers subscription plans (source: Meta's Muse for Small Business post).
This is the version closest to how Meta makes money today, because a shop that lets Muse plan its marketing is a shop working inside Meta's ad tools. The business agent therefore connects to Meta's advertising as well as to its subscription plans.
What Meta has said about making money from Muse
Meta says Muse has paid subscription plans (source: Meta's Muse launch post), and on its July call it said its agents will earn through subscriptions, usage-based pricing and, over time, pricing tied to results (source: Meta Q2 2026 earnings call). In its Muse posts and July call, Meta has not said what Muse earns, how many people pay, or whether it takes a cut of purchases.
Date | What Meta said | Who said it, and where |
|---|---|---|
July 29, 2026 | Personal agents "will be the foundation for our next wave of products and revenue lines" | Mark Zuckerberg, second-quarter 2026 earnings call |
July 29, 2026 | "We have a mix of subscriptions, volume-based pricing", with more products expected to work "like our ad systems where businesses only pay us when we achieve results for them" | Mark Zuckerberg, same call |
July 29, 2026 | "Two additional revenue streams are subscriptions and monetizing our competitive models through an API" | Susan Li, chief financial officer, same call |
September 29, 2026 | "For those who want more, we're offering subscription plans" | Muse for Small Business post |
October 12, 2026 | Muse Wonder will reach Muse subscribers first | Muse Wonder post |
Taken together, Meta's words point to three possible sources of Muse money: subscriptions from people and businesses, fees from developers who use the Muse models, and in time a results-based model like its ads. Zuckerberg made the results-based comment about Meta's agents as a group, straight after describing its business agents and before Muse was announced, so it describes a direction, and Meta has not said Muse will be priced that way.
The gaps are just as useful to know. Until Meta reports a Muse subscriber count, user count or revenue figure, any number you read for Muse revenue is someone else's estimate. That includes any guess at a fee on purchases made through the Link checkout built by Stripe.
Where Muse revenue would show in Meta's results
Meta has not named the line where Muse money will appear. Its subscriptions and WhatsApp paid messaging sit today in the Family of Apps other-revenue line. That line reached $1.0 billion in the second quarter of 2026, about 1.7% of Meta's total revenue, worked out (source: Meta Q2 2026 results).
Set that against advertising to see the scale. Of the $60.8 billion Meta took in that quarter, $59.4 billion came from ads, or 97.6%, worked out (source: Meta Q2 2026 results). Susan Li, Meta's chief financial officer, said the other-revenue line grew 73% on a year earlier, driven mainly by WhatsApp paid messaging and subscriptions (source: Meta Q2 2026 earnings call). For Muse to show up clearly, it would have to move a line that small.
Muse could also reach the ad line without being named. Meta reports advertising as a single figure, broken down by region, so any ad spending that Muse for Small Business helps bring in would sit inside that total.
The cost side shows up sooner. Meta spent $31.1 billion on data centers, servers and other equipment in the second quarter alone, about 31 times its other-revenue line, worked out. Its plan for all of 2026 is $130 billion to $145 billion of that spending (source: Meta Q2 2026 results). Every dollar of that AI capex comes out of Meta's cash flow whether or not Muse earns anything back.
Meta stock on Muse news days
Meta's share price rose on three of the four days it launched a Muse product in 2026, and news reports tied some of the biggest moves to Muse. After the agent's afternoon launch on September 8, Meta's stock closed 6.6% higher at $653.69 the next day (source: Yahoo Finance META history), which Forbes linked to Muse (source: Forbes).
Date | Muse news | Meta closing price | Change from the previous close |
|---|---|---|---|
April 8, 2026 | Muse Spark released | $612.42 | +6.5% |
September 8, 2026 | Muse agent announced in the afternoon | $613.48 | −0.5% |
September 9, 2026 | First full trading day after the launch | $653.69 | +6.6% |
September 21, 2026 | Reuters reports a tech rally driven by enthusiasm around Muse | $741.25 | +11.3% |
September 29, 2026 | Muse for Small Business launched | $738.79 | +3.2% |
October 12, 2026 | Muse Wonder released and third-quarter date set | $742.96 | +3.4% |
Every change is worked out from Yahoo Finance daily closing prices, which are not adjusted for dividends (source: Yahoo Finance META history). On the other launch days, Meta's price also reflected everything else going on in the market, from earnings season to court news. That is why telling a company move from a market move matters before you credit Muse with a rise. A rise on a launch day is only a match in timing until a report connects the two. Reuters reported that enthusiasm around Muse lifted Meta shares more than 11% on September 21 (source: Reuters). From the September 8 close to the October 12 close, Meta's stock rose 21.1%, worked out (source: Yahoo Finance META history).
Product news like this often moves a stock before any revenue exists, because investors trade on what they expect the product to earn. That gap between news and revenue is what trading Meta around events has to plan for.
To see how the market prices the next Muse announcement, the METAX/USDT Spot page shows tokenized Meta's live price, and the METAUSDT Perpetual page shows the contract's price and funding rate.
What to watch in Meta's October 21 report
Meta's third-quarter 2026 results come out after the US market closes on Wednesday, October 21. For Muse, check whether Meta gives any subscriber, user or revenue figure and whether the other-revenue line jumps. Then listen for what it says about the cost of running agents and when Muse Wonder reaches the app (source: Meta Investor Relations).
The quarter ends on September 30, so it holds only about three weeks of Muse, and Muse for Small Business arrived on its second-to-last day. A flat other-revenue line would therefore say little about Muse yet, and the comments Meta's executives make on the call may tell you more than the figures in Meta's earnings release.
If you hold crypto, tokenized Meta (METAX) tracks the share, and its written schedule runs 24 hours a day on weekdays, so METAX can trade after the Nasdaq close on the evening the report comes out.
The METAUSDT Perpetual lets you take a long or short view on the report, opened before the 4PM ET close, because outside the Nasdaq session BloFin may limit stock futures to orders that reduce a position (source: BloFin stock futures notice). With leverage, a sharp move on results night can close out a position fast, so size it for a large gap between the last price and the next one. Check the Meta perpetual's margin and liquidation rules before you open it.
Looking to follow Meta's Muse story from your crypto account? To get started, you'll need to first create a BloFin account, fund your account with cryptocurrency, and go to the METAX/USDT Spot trading page or the METAUSDT Perpetual trading page.
Frequently asked questions
Is Muse available outside the US?
Muse is available in the US and Canada (source: Meta's Muse for Small Business post). It launched in the US first, on September 8, 2026, and Meta has given no dates for other countries. For developers, Meta's finance chief said in July that Meta would offer its models in more countries (source: Meta Q2 2026 earnings call), and its developer page now says access has expanded globally (source: Meta Model API).
How do I stop Muse using my chats to train Meta's AI?
Meta says people can opt out of having their Muse interactions used to train its AI models (source: Meta's Muse launch post). That choice is separate from advertising, because Meta's promise to keep Muse conversations away from its ad systems covers every user, so the opt-out only decides whether your chats help build future models.
How does Muse pay for things?
Meta says Muse checks with you before sensitive actions such as sending an email or making a purchase. When it pays, it can use Link, the checkout wallet built by Stripe, which creates a one-time card number so your real card details stay hidden from the store (source: Meta's Muse launch post). At launch, Meta said Shop Pay was coming soon as a second way to pay. Payments are a field Meta has tried before, with Facebook's Libra digital currency.
Can developers use Meta's Muse models?
Developers can use Muse Wonder through the Meta Model API, an application programming interface that lets their own apps send requests to Meta's models. It costs $4 per million input tokens and $20 per million output tokens (source: Meta Model API). A token is a small piece of text, often part of a word. Muse Wonder Full stays inside Muse Code and is kept off the API, TechCrunch reported on October 12, 2026 (source: TechCrunch).
Why did Amazon block Muse?
Amazon started blocking Muse from shopping on its website on the night of September 20, 2026, a spokesperson told Bloomberg, and had asked Meta to remove Amazon from the experience (source: Bloomberg). An Amazon spokesperson told Adweek that agents buying on a customer's behalf should operate openly, adding that "agentic third-party applications such as Muse have the same obligations" (source: Adweek). Meta did not respond to Adweek's request for comment.
Researched and written by the BloFin Academy editorial team with AI-assisted drafting. All facts independently verified. Primary sources include Meta's Newsroom posts on Muse Spark, Muse, Muse for Small Business and Muse Wonder, its second-quarter 2026 results and earnings call, and its notice of the third-quarter 2026 report, with share prices from Yahoo Finance. Meta's Model API page gives the developer prices, and BloFin's stock futures notice gives the perpetual's trading rules. News sources include Reuters, Bloomberg, Forbes, TechCrunch and Adweek, current as of October 13, 2026.
Nothing in this article constitutes financial advice, and nothing in it is a recommendation to buy, sell or hold Meta in any form. Muse has no reported revenue yet, and Meta's share price has moved sharply on AI news before any sales figure existed, so a holder of the stock or of METAX can lose money if hopes for Muse fade. A leveraged position on the METAUSDT Perpetual held through a launch or the October 21 report can be liquidated by one sharp move, losing the margin behind it. Past performance does not indicate future results. Do your own research and consider your risk tolerance before you trade on BloFin.