Meta plans to earn transaction fees when its Muse AI agent completes purchases for users, with merchants—not users—paying a small cut, Mark Zuckerberg said at Meta Connect on Sept. 23. The fee’s size and collection method were not disclosed.
Meta generated $59.36 billion in advertising revenue out of $60.80 billion in total revenue in the second quarter of 2026. Muse supports PayPal and shopping at Walmart, Best Buy, Gap, Sephora, Wayfair and American Eagle, as well as travel through Expedia and groceries through Instacart.
Muse became the top app on Apple’s App Store and Google Play shortly after its Sept. 8 launch. Sensor Tower estimated it had 560,000 daily active users 11 days after launch. Meta shares rose 11% on Sept. 21 as investors assessed early adoption; Wells Fargo and KeyBanc Capital Markets raised their Meta price targets.
