# Meta's Muse hits 10 million users in six weeks

> Mark Zuckerberg says Meta's AI shopping agent has already surpassed adoption rates of Threads and other AI apps, forcing the company to raise credit limits with Stripe.
- Title: Meta's Muse hits 10 million users in six weeks · Fortune
- Summary: Mark Zuckerberg says Meta's AI shopping agent has already surpassed adoption rates of Threads and other AI apps, forcing the company to raise credit limits…
- Keywords: meta, mark zuckerberg, muse, ai agents, e-commerce, stripe, artificial intelligence, Meta's, hits, million, users, six
- Source: Fortune — https://fortune.com/2026/10/22/mark-zuckerberg-meta-muse-stripe-credit-limit-shopping
- Author: Mia Osmonbekov
- Read time: 2 min
- Topics: meta, mark zuckerberg, muse, ai agents, e-commerce, stripe, artificial intelligence
## Muse reaches 10 million users
Meta CEO Mark Zuckerberg told analysts on October twenty-first that more than ten million users in Canada and the US have set up Muse agents since September eighth.
## Faster adoption than Threads
Zuckerberg said Muse adoption is more than twice the level that Threads started at or where other AI apps started, comparing the AI agent's early performance to rival products.

> To put this in perspective, this is more than twice the level that Threads started at or where we believe that other AI apps started at as well.
## Shopping drives Muse usage
One quarter of Muse adopters use it daily. The most common use case is shopping, with an average purchase size of over two hundred dollars, Zuckerberg said.
## Stripe raises credit limits
Demand for Muse was so high that Meta had to work with payment processor Stripe to raise credit limits in the first week, though Zuckerberg did not specify by how much.

> We had to work with Stripe to raise credit limits since the volumes were above what any of us expected.
## New revenue stream for Meta
Meta plans to charge businesses a fee when Muse helps them complete a sale. Using the agent will be free for consumers unless they want more tokens or advanced models.
## Beyond advertising revenue
Meta earned sixty three point one billion dollars from advertising in the third quarter. Zuckerberg said Meta earns several hundreds of dollars annually from each American user and expects Muse to generate even more.
## Personal Agent Protocol
Meta CFO Susan Li said the company is working with partners including Shopify and Walmart to develop a standard called the Personal Agent Protocol to define how consumers' agents interact securely with business agents.
## Massive capex and efficiency gains
Meta spent almost thirty five billion dollars on capex in the third quarter and reported negative free cash flow of two point one billion dollars.

> 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.
## Key takeaway

Meta's Muse AI agent reached over ten million users in Canada and the US in six weeks, with shopping as the primary use case and average purchases exceeding two hundred dollars.