The November 2026 Meta Muse statistics report: 71 sourced figures

This is our November report on Meta's Muse agent, part of our AI statistics report, covering launch and pricing, users, downloads, retention, business impact and the friction Muse has met. Every figure is printed as its source states it, with the source's date and the sample or method beside it. Meta's own statements are kept apart from the measurement firms' estimates and from figures journalists reported from Meta's internal data, and each kind carries its label.

The headline figures, newest first:

• "Muse keeps 24% of installers at day 14, only five points behind ChatGPT." Similarweb estimate, 29 October 2026.
• Muse "became available here on Tuesday (Oct 27)" in Singapore. CNA, 28 October 2026.
• "more than 10 million people in the U.S. and Canada have set up Muse personal agents." Meta, Q3 2026 earnings call (Mark Zuckerberg), company statement, 21 October 2026.
• "10.9 million downloads worldwide since its launch on September 8, 2026." Sensor Tower estimate, reported by PPC Land, note dated 20 October 2026.
• Deutsche Bank's Benjamin Black "sees Muse reaching up to 8% of Meta's revenue by 2030, which nets out to roughly $36 billion in sales". Deutsche Bank estimate, via Yahoo Finance, 12 October 2026.
• "more than 3 million users who give the AI agent at least one prompt a week". The Information, reported, via Jyoti Mann on X, 30 September 2026.
• "Almost half (46%) of its users are aged 46+". Apptopia estimate, 28 September 2026.
• Monthly subscriptions "will cost $20 or $100, depending on usage." CNBC, 21 September 2026.
• The bug bounty "awards up to $300,000 for valid reports, including up to $130,000 for successful prompt injection attempts that affect one user." Meta AI Research blog (Tarek Sheasha), company statement, 8 September 2026.

What Meta has said about Muse

Mark Zuckerberg introduced Muse on 8 September 2026 as a personal agent with "its own private computer in the cloud", free "for up to 100 million tokens per week". CNBC reported monthly plans of $20 or $100 on 21 September 2026. Muse opened in the United States, added Canada, and has since reached Japan and Singapore.

Launch, product and pricing

In his Threads post on 8 September 2026, Zuckerberg wrote: "Your Muse gets its own private computer in the cloud to do work for you."

For Singapore, The Business Times reports that Muse "is free to use with a weekly usage limit", with paid plans from S$22 to S$139.

At launch, SiliconANGLE reported: "The Muse app is launching in the U.S. today on iOS and Android devices, and can also be accessed via the web through Muse.ai."

On 29 September, Meta opened Muse to small businesses. TechCrunch: "Meta announced on Tuesday that it's expanding its AI agent Muse to small businesses and adding new integrations, including Shopify, Dropbox, Slack, and more."

On 12 October, Meta's developer blog launched Muse Wonder at $4 input and $20 output per million tokens, alongside a Maximum Usage plan for Muse Code "which brings an 80x limit over the Everyday Usage plan and the same five-hour and weekly resets". Both are developer products, not the consumer app.

The company statements above, with their sources and dates:

Where Muse is available

Muse opened "only in the U.S. initially" on 8 September 2026, Reuters reported, via the Muse app or WhatsApp. Apptopia notes Canada followed 11 days later. Meta's Muse for Small Business page reads: "Available today to people in the US and Canada who are 18 and over."

Muse's availability by country, as each launch was reported:

Asked about limits to user growth on Meta's Q3 2026 earnings call, Zuckerberg said "we have not launched it globally yet", with the call pointing to the computing power Muse needs.

How many people use Muse

Meta's only usage figures come from its Q3 2026 earnings call on 21 October: more than 10 million people in the US and Canada have set up Muse, and about 25% of them use it on any given day. The newest outside estimate is Similarweb's, about 2.9 million US daily users of the app on 17 October. The Information reported more than 3 million weekly prompters on 30 September from Meta's internal data.

What Meta has said about usage

Meta's figure counts set-ups, not downloads and not monthly users. "In just a month and a half, more than 10 million people in the U.S. and Canada have set up Muse personal agents," Zuckerberg told analysts on the Q3 2026 earnings call.

On daily use: "About 25% of people who have set up Muse use it on any given day," said Mark Zuckerberg, CEO of Meta, on the same call. AP News carried the same sentence in its report of the call.

On what people do with Muse: "The most common use case for Muse is shopping, with more than a quarter of people who are using Muse engaging in this with an average purchase size of over $200." Meta's CFO added: "We're encouraged by the breadth of use cases, with shopping in particular being used by over 25% of Muse weekly actives."

Daily and weekly users: estimates and reported data

Four sources measure different things, so their figures are not one trend. Similarweb estimates that "About 2.9 million people in the U.S. used the Muse app daily as of October 17, 2026, according to Similarweb data, making it the third most-used AI app in the country" (we track the wider market in our AI statistics for 2026). Similarweb's scope: "every figure covers the standalone Muse app and website only. It excludes use inside WhatsApp, Instagram, Messenger, or any other Meta app."

Apptopia's earlier read, via TechCrunch, put US mobile daily users at 642,000 against "231,000 for ChatGPT at the time", with "359,000 daily active users on iOS".

Daily user figures by measure. Each row is a different measure, not a single trend:

User figures outside the daily series:

Who uses Muse

Apptopia's data, published 28 September 2026, skews older: "Almost half (46%) of its users are aged 46+ whereas ChatGPT is much more evenly spread across age cohorts". On overlap, "over 95% of Muse's users are also Facebook users and 63% are Instagram users", TechCrunch reported on 21 September 2026 from Apptopia's data, a user overlap rather than a growth source. Riding an existing user base is the same advantage Google's assistant has; our Google Gemini statistics page tracks it.

Apptopia on Meta's other app: "Since Muse debuted, Meta AI has been losing DAUs in the United States to the tune of 36%."

How many times Muse has been downloaded

Sensor Tower estimates 10.9 million downloads worldwide in its note dated 20 October 2026, making Muse "the 12th app ever to reach 10 million US downloads in 40 days". In the first 13 days after launch (via CNBC, 21 September 2026), Sensor Tower estimates Muse passed 2.5 million downloads against Claude's 400,000, Grok's 200,000 and ChatGPT's 3.1 million, with a caveat about staggered store releases.

The early counts came from CNBC's reporting of Sensor Tower data: "The Muse app overtook ChatGPT as the leading iOS free app in the U.S. on Friday, and racked up 730,000 downloads over about five days after it launched on Sep. 8". The firm added the caveat that "the apps had staggered platform releases split between Apple and Google Play, which would impact their totals". Our ChatGPT statistics page tracks the rival app's own figures.

On CNBC, Stacy Rasgon, analyst at Bernstein, said of the category: "I think up to this point most of the agentic use cases have not really been for normal people."

Sensor Tower's cumulative download estimates for Muse:

Muse against its rivals, and the other firms' counts:

How many users come back

Sensor Tower's retention curve, from its note dated 20 October 2026, runs from 73% of new users back the day after install to 30% at day 7 and 23% at day 14. The rival averages for ChatGPT, Claude and Grok are 19% at day 7 and 16% at day 14. Similarweb's 29 October 2026 estimate keeps 24% of installers at day 14, and ChatGPT moves ahead "between days eight and nine" on Sensor Tower's curve.

For US installs, 9to5Mac reports from the same firm's note: "US Muse users are returning to the app, which is averaging a 30% retention rate after 7 days, and a 23% retention rate after 14 days", while "ChatGPT, Claude, and Grok averaged a 19% and 16% retention rate, respectively." PPC Land noticed the note contradicts itself: "The first page gives the peer average as 19% at seven days and 17% at 14 days. The second page gives 19% and 16% for the same comparison."

On engagement, Similarweb estimates users average 7.5 minutes a day in the app, and counts 1.19 million people using both app and web.

Meta's own claim, from the Q3 2026 earnings call: "For our earliest adopters, the longer that they use Muse, the better the retention seems to get."

Sensor Tower's retention curve for Muse, with the rival average. Cohorts differ by row, and the Source column names each:

Retention and engagement figures from the other firms:

What Muse means for Meta's business

Meta's shares rose more than 6% the day after Muse launched (SiliconANGLE, 9 September 2026) and were up more than 20% by 22 September 2026 (Reuters). Deutsche Bank's estimates span $2.4 billion to roughly $36 billion of Muse sales in 2030 (via Yahoo Finance, 12 October 2026). Jefferies' $10.8 billion is a conditional scenario, and Sensor Tower finds Meta putting 39% of its October advertising spend behind the app, up from 23% in September (via PPC Land, 21 October 2026).

The revenue figures are analysts' estimates, not Meta guidance. "In our view, Meta found a clear gap amongst current AI-agentic offerings" (Benjamin Black, analyst, Deutsche Bank, via Yahoo Finance).

The product is expensive to run: "In the near term, Muse is very compute-intensive to run, but we expect to improve its cost efficiency by more than 10x in the next year", Zuckerberg said on the Q3 2026 earnings call.

The context sits in Meta's Q3 2026 results: "We hit major milestones this quarter toward delivering personal superintelligence for everyone - including launching Muse and Muse Wonder, our first frontier model," Zuckerberg said in the release. On the small-business path, Meta's CFO told the call: "Based on a recent user survey, we estimate that at least 500 million self-identified small businesses use Meta's family of apps to reach customers and generate revenue."

Meta's share price moves after the Muse launch:

The business figures, estimates labelled:

Privacy, retailers and safety

Amazon said it had not authorised Muse to access its store and asked to be removed, while Shopify partnered with Muse for agentic checkout (Reuters and CNBC, 21 September 2026). Fast Company reported on 8 October 2026 that some early adopters are deleting or restricting Muse after privacy scares. Meta runs a bug bounty of up to $300,000, announced on 8 September 2026, and has promised an encrypted Confidential VM.

Amazon's statement, via CNBC: "We think it's fairly straightforward that third-party applications that offer to make purchases on behalf of customers from other businesses should operate openly and respect service provider decisions about whether or not to participate."

Meta's answer, as Fast Company reports it: "Muse runs in isolated virtual machines, stores credentials separately from the model, asks before sending email or making a purchase, and lets users disconnect apps or permanently delete their data." Reuters had earlier reported pre-launch worries: "Meta employees testing the tool internally have reported cases of Muse successfully arranging vacation logistics, disconnecting without explanation and uploading sensitive information without permission, according to internal posts seen by Reuters."

A stronger mode is promised: "Later this year, Meta will introduce Muse Confidential VM, where the whole VM, including a person's data and conversations with Muse, is encrypted with a key only they hold, so not even Meta can access it", TestingCatalog reports.

Vishal Shah, VP of AI products at Meta, told Reuters, in remarks carried by CNA: "It is impossible to say that there is never going to be a mistake, but every single part of the architecture has been designed to make this as safe, as secure, as private as we can possibly make it."

Apptopia's VP of Research, Tom Grant: "Meta's Muse is an AI assistant that can act on a person's behalf, which makes it dangerous to any business that sits between a consumer and a decision". Similarweb's advice: "Brands should make product pages, pricing, and checkout easy for software to read and complete, not only for people." We look at what that shift means for search visibility in our guide to generative engine optimization (GEO) for link building.

The privacy, retailer and safety items, with sources:

Figures we left out

These figures appear in statistics roundups, and we could not trace them to a source we could open, so they are not in the tables.

• Weekly token allowances of 500 million on the $20 plan and 3 billion on the $100 plan: credited to "Tech Insider"; no Meta pricing page we opened states them.
• A payment card required even for the free tier: credited to CNET; not found at any primary source.
• 500,000+ first-week users, 250,000+ daily users and 2 million+ prompts: credited to The Information; seen only in a third-party post, and The Information's page is paywalled.
• 6.6 million downloads by early October: credited to Sensor Tower via Crypto Briefing; superseded by its newer count above.
• US downloads above 7 million in the first month: no source named.
• A native Mac app added on 17 September 2026: no Meta post we found states it.

FAQ

How many people use Meta Muse?

Meta said on its Q3 2026 earnings call on 21 October 2026 that more than 10 million people in the US and Canada have set up Muse, and that about 25% of them use it on any given day. Similarweb estimates about 2.9 million US daily users of the app as of 17 October 2026.

Is Muse free, and what do the paid plans cost?

Meta offers Muse free "for up to 100 million tokens per week". CNBC reported paid plans of $20 or $100 a month, depending on usage, on 21 September 2026; The Business Times reported Singapore plans from S$22 to S$139 on 28 October 2026.

Where is Muse available?

The US and Canada for over-18s (Meta), Japan since 23 October 2026 (The Business Times), Singapore since 27 October 2026 (CNA).

How many times has Muse been downloaded?

Sensor Tower estimates 10.9 million downloads worldwide in its note dated 20 October 2026, 10.2 million of them in the US.

How does Muse compare with ChatGPT, Claude and Grok?

In the first 13 days after launch, Sensor Tower estimates Muse passed 2.5 million downloads against ChatGPT's 3.1 million, Claude's 400,000 and Grok's 200,000 (via CNBC, 21 September 2026). At day 14, Muse kept 23% of US installers against a 16% average for the three rivals, or 17% on the note's first page, all Sensor Tower estimates in its note dated 20 October 2026.

Is Muse safe to use?

Fast Company reported on 8 October 2026 that some early adopters are deleting or restricting Muse after privacy scares. Meta says, as Fast Company reports it, that Muse runs in isolated virtual machines, stores credentials separately from the model and asks before sending email or making a purchase; it also runs a bug bounty of up to $300,000, announced on 8 September 2026, and has promised an encrypted Confidential VM.

How we check these figures

We open every figure at the source that publishes it and copy the sentence as written. Each figure carries its source's date and, where the source gives one, its sample or method beside it. We keep three kinds of figure apart and label each: what Meta says itself, what measurement firms estimate, and what journalists report from Meta's internal data. Figures we could not trace to a source we could open are named in their own section above and left out of the tables. We republish this report every month with the month in the title, after opening every source again.