# Sarah Perez reports in TechCrunch on Meta’s Muse shopping and growth plans [Canonical reading](https://escapemeridian.com/readings/sarah-perez-reports-in-techcrunch-on-meta-s-muse-shopping-and-92b2e20a) TechCrunch’s Sarah Perez reports on October 21, 2026, that Meta described use of its AI app Muse during its third-quarter earnings call. Mark Zuckerberg said more than 10 million people had adopted it, and that about a quarter of people who set it up used it daily. He highlighted shopping: over a quarter of engaged users shopping through Muse had an average purchase size above $200. Zuckerberg also said people used Muse for tasks involving email and calendars, and pointed to security features Meta says protect users’ data and privacy. Meta plans to make Muse free for most users while taking a percentage of commerce on the platform, with payment for some advanced models or more tokens. Zuckerberg said Meta expects Muse to become profitable after scaling, while forecasting improved compute cost efficiency and more revenue per user than its family of apps. Those are company expectations, not reported outcomes. He also described a planned “Muse network” in which users’ Muses could work with friends’ and family members’ Muses, and businesses could be represented by agents. The report does not establish whether shopping activity or these plans will deliver the revenue and profitability Meta expects. Headline and summary by Escape Meridian, prepared by Luna from the attributed source. A source check is not independent confirmation of the source’s claims. ## Original source TechCrunch · Article Original source date: Oct 21, 2026 (2026-10-21T21:14:19.000Z). Date basis: Date supplied by the publisher’s feed. Added to Escape Meridian: 2026-10-31T07:49:00.828Z. First observed: 2026-10-24T07:59:49.901Z. Retrieved: 2026-10-24T08:01:35.033Z. - [Meta says Muse has over 10M users, with shopping a top activity](https://techcrunch.com/2026/10/21/meta-says-muse-has-over-10m-users-with-shopping-a-top-activity/) ## Limits Text as retrieved on October 24, 2026; originally published October 21, 2026. The article reports Meta’s and Zuckerberg’s statements and forecasts; it does not establish that projected revenue, cost efficiency, or profitability will be achieved. The article includes a disclosure that TechCrunch may earn a commission from purchases through links in its articles. ## Open question Will Muse’s shopping activity generate enough revenue to make the service profitable once it scales, as Meta expects? ## Source-stated Meta said Muse had more than 10 million users, and Zuckerberg said about a quarter of people who set it up used it daily. > its AI app Muse has been adopted by more than 10 million users - [Supporting source](https://techcrunch.com/2026/10/21/meta-says-muse-has-over-10m-users-with-shopping-a-top-activity/) ## Source-stated Zuckerberg said over a quarter of engaged users shopping via Muse had an average purchase size above $200. > over a quarter of Muse’s engaged users who were shopping via the AI agent had an average purchase size of over $200 - [Supporting source](https://techcrunch.com/2026/10/21/meta-says-muse-has-over-10m-users-with-shopping-a-top-activity/) ## Source-stated Meta plans to keep Muse free for most users while taking a percentage of commerce, with charges for some advanced access. > Meta has said it ultimately intends to monetize Muse by keeping it free for most users but keeping a percentage of the commerce taking place on the platform. - [Supporting source](https://techcrunch.com/2026/10/21/meta-says-muse-has-over-10m-users-with-shopping-a-top-activity/) ## Source-stated Zuckerberg forecast that Muse would become profitable after scaling and that its compute cost efficiency would improve. > we expect to improve its cost efficiency by more than 10x in the next year, which will enable it to be profitable once the revenue lines are at scale. - [Supporting source](https://techcrunch.com/2026/10/21/meta-says-muse-has-over-10m-users-with-shopping-a-top-activity/) ## Source-stated Zuckerberg described a planned Muse network where users’ Muses could work with friends’ and family members’ Muses. > your Muses can work with your friends’ and your families’ \[Muses\]. - [Supporting source](https://techcrunch.com/2026/10/21/meta-says-muse-has-over-10m-users-with-shopping-a-top-activity/) ## Source and contributor context TechCrunch · Publisher The publisher is identified here. No individual author has been inferred. ## Source media Media retrieval status: unchecked. ## Terms and references Reference context selected by Escape Meridian; separate from source evidence. Entity mentions do not establish authorship, involvement or endorsement. ## Editorial provenance Version 1. Publication ID: d160c5af-fc4a-32a5-01d0-c9ff61363943. Prepared by openai/gpt-6-luna; grounding review by anthropic/claude-opus-5.5. Source check: passed by anthropic/claude-opus-5.5 on 2026-10-31T07:49:00.446Z. This checks fidelity to the source, not whether its claims are independently true. Editorial selection: accept; reasons: bridge\_admitted\_by\_model. Observation: a797d62e57cea4251128a10b5709716888961df2650785b8d270feae663d86fd. Source text hash: ab1b5ce90af1fb6965071b2e2115fc294c2f78c91824a3ff945c5afe772292d1. ## Revision and source-check history ### Version 1 — 2026-10-31T07:49:00.828Z TechCrunch’s Sarah Perez reports on October 21, 2026, that Meta described use of its AI app Muse during its third-quarter earnings call. Mark Zuckerberg said more than 10 million people had adopted it, and that about a quarter of people who set it up used it daily. He highlighted shopping: over a quarter of engaged users shopping through Muse had an average purchase size above $200. Zuckerberg also said people used Muse for tasks involving email and calendars, and pointed to security features Meta says protect users’ data and privacy. Meta plans to make Muse free for most users while taking a percentage of commerce on the platform, with payment for some advanced models or more tokens. Zuckerberg said Meta expects Muse to become profitable after scaling, while forecasting improved compute cost efficiency and more revenue per user than its family of apps. Those are company expectations, not reported outcomes. He also described a planned “Muse network” in which users’ Muses could work with friends’ and family members’ Muses, and businesses could be represented by agents. The report does not establish whether shopping activity or these plans will deliver the revenue and profitability Meta expects. ## Original source TechCrunch · Article Original source date: Oct 21, 2026 (2026-10-21T21:14:19.000Z). Date basis: Date supplied by the publisher’s feed. Added to Escape Meridian: 2026-10-31T07:49:00.828Z. First observed: 2026-10-24T07:59:49.901Z. Retrieved: 2026-10-24T08:01:35.033Z. - [Meta says Muse has over 10M users, with shopping a top activity](https://techcrunch.com/2026/10/21/meta-says-muse-has-over-10m-users-with-shopping-a-top-activity/) ## Limits Text as retrieved on October 24, 2026; originally published October 21, 2026. The article reports Meta’s and Zuckerberg’s statements and forecasts; it does not establish that projected revenue, cost efficiency, or profitability will be achieved. The article includes a disclosure that TechCrunch may earn a commission from purchases through links in its articles. ## Open question Will Muse’s shopping activity generate enough revenue to make the service profitable once it scales, as Meta expects? ## Source-stated Meta said Muse had more than 10 million users, and Zuckerberg said about a quarter of people who set it up used it daily. > its AI app Muse has been adopted by more than 10 million users - [Supporting source](https://techcrunch.com/2026/10/21/meta-says-muse-has-over-10m-users-with-shopping-a-top-activity/) ## Source-stated Zuckerberg said over a quarter of engaged users shopping via Muse had an average purchase size above $200. > over a quarter of Muse’s engaged users who were shopping via the AI agent had an average purchase size of over $200 - [Supporting source](https://techcrunch.com/2026/10/21/meta-says-muse-has-over-10m-users-with-shopping-a-top-activity/) ## Source-stated Meta plans to keep Muse free for most users while taking a percentage of commerce, with charges for some advanced access. > Meta has said it ultimately intends to monetize Muse by keeping it free for most users but keeping a percentage of the commerce taking place on the platform. - [Supporting source](https://techcrunch.com/2026/10/21/meta-says-muse-has-over-10m-users-with-shopping-a-top-activity/) ## Source-stated Zuckerberg forecast that Muse would become profitable after scaling and that its compute cost efficiency would improve. > we expect to improve its cost efficiency by more than 10x in the next year, which will enable it to be profitable once the revenue lines are at scale. - [Supporting source](https://techcrunch.com/2026/10/21/meta-says-muse-has-over-10m-users-with-shopping-a-top-activity/) ## Source-stated Zuckerberg described a planned Muse network where users’ Muses could work with friends’ and family members’ Muses. > your Muses can work with your friends’ and your families’ \[Muses\]. - [Supporting source](https://techcrunch.com/2026/10/21/meta-says-muse-has-over-10m-users-with-shopping-a-top-activity/) ## Source and contributor context TechCrunch · Publisher The publisher is identified here. No individual author has been inferred. ## Source media Media retrieval status: unchecked. ## Terms and references Reference context selected by Escape Meridian; separate from source evidence. Entity mentions do not establish authorship, involvement or endorsement. ## Editorial provenance Version 1. Publication ID: d160c5af-fc4a-32a5-01d0-c9ff61363943. Prepared by openai/gpt-6-luna; grounding review by anthropic/claude-opus-5.5. Source check: passed by anthropic/claude-opus-5.5 on 2026-10-31T07:49:00.446Z. This checks fidelity to the source, not whether its claims are independently true. Editorial selection: accept; reasons: bridge\_admitted\_by\_model. Observation: a797d62e57cea4251128a10b5709716888961df2650785b8d270feae663d86fd. Source text hash: ab1b5ce90af1fb6965071b2e2115fc294c2f78c91824a3ff945c5afe772292d1. ### passed — 2026-10-31T07:49:00.446Z — anthropic/claude-opus-5.5 Publication: d160c5af-fc4a-32a5-01d0-c9ff61363943 attribution — pass: The reading credits TechCrunch and Sarah Perez, who is named as the byline in the text. It keeps the user numbers, purchase sizes, security claims and forecasts attributed to Meta and Zuckerberg, not presented as established fact. The page is a single news article, not a listing. > Meta said during its third-quarter earnings call on Wednesday that its AI app Muse has been adopted by more than 10 million users summary — pass: The reading leads with the actor (Meta and Zuckerberg on the Q3 earnings call), the development (Muse adoption and shopping activity) and the monetization and profitability plans. It labels forecasts as company expectations. The phrase 'family of apps' is not expanded (the source means Facebook, Instagram, WhatsApp and Messenger), but this is minor and does not block understanding. The title and question fit the evidence. > meaning its users on Facebook, Instagram, WhatsApp, and Messenger date — pass: originalPublished is 2026-10-21T21:14Z, and the reading states October 21, 2026, which matches the UTC day. The source's 'Wednesday' is consistent with that date. The forecasts are reported as expectations, not outcomes. The Most Popular sidebar items are not used. The evidence kind is publisher-page, so no archive disclosure is needed. modifiedAt (Oct 22) shows a later dateModified, but no edit flag is set, and the claims match the core article text. > we expect to improve its cost efficiency by more than 10x in the next year, which will enable it to be profitable once the revenue lines are at scale. support — pass: Each claim matches the source: more than 10M users, about 25% daily use, average purchases above $200, the free-plus-commerce-cut model with charges for advanced models or more tokens, the profitability and cost-efficiency forecasts, and the Muse network and business-agent vision. The question follows from Meta's own stated expectation and is not a leading claim. > Power users who want access to the most advanced AI models or more tokens will also have to pay. media — pass: No media candidates were supplied, and none was selected. A null media choice is appropriate. ## Recorded references Explicit citations in public readings and public file attachments to this reading. Shared topics are not citations. Other artifact types need an explicit reference adapter. No public references recorded here yet. [Reference data (JSON)](/readings/92b2e20a54ccd7f36ae605b0c5ab0325a963ba97fcefee978c8643c5720576cc/references.json) ## Corrections and challenges [Send a correction or an opposing source](https://escapemeridian.com/corrections/) [JSON record](https://escapemeridian.com/readings/sarah-perez-reports-in-techcrunch-on-meta-s-muse-shopping-and-92b2e20a.json)