Meta’s Muse Monetization Push Signals a Broader AI and Hardware Strategy

Meta Connect Puts Muse at the Center of the Company’s Next Platform

Meta Platforms (META) used its Meta Connect event to outline how it plans to expand and eventually monetize Muse, the AI agent it launched earlier this month. CEO Mark Zuckerberg said Meta expects to offer Muse free for a large number of tokens while eventually taking a small fee from transactions completed through the platform.

The strategy extends beyond software. Meta introduced Muse Charm, a dedicated handheld device expected to ship in December, along with new VR and smart-glasses products. Muse is also gaining computer-control capabilities and integrations with retailers, travel services and payment platforms as Meta builds commerce directly into the agent.

Key Points

• Meta plans to monetize Muse partly through small transaction fees while keeping a large number of tokens available without charge.
• Muse is expanding into shopping, payments, travel and computer control, with integrations including PayPal, Walmart, Best Buy, Expedia and Instacart.
• Meta introduced Muse Charm, new VR glasses and additional smart eyewear as it connects its AI strategy with a growing hardware ecosystem.

How Does Meta Plan to Make Money From Muse?

Zuckerberg provided one of the clearest descriptions yet of Meta's intended business model for Muse during Meta Connect.

“We believe that Muse will make you money,” Zuckerberg told developers, adding that Meta plans to make Muse free for a large number of tokens with the expectation that the company will eventually profit by taking a small fee from transactions.

Meta did not provide further financial details about the transaction model, but the Connect announcements showed where those transactions could originate.

Chief AI Officer Alexandr Wang said Meta has added support for PayPal and announced integrations with retailers including Walmart (WMT), Best Buy (BBY), Gap (GAP), Wayfair (W) and American Eagle Outfitters (AEO), along with Sephora and others. Meta is also connecting Muse with Expedia (EXPE) for travel and Instacart for grocery shopping.

Muse is gaining capabilities beyond commerce. Wang said Meta is rolling out computer control for Mac, allowing the agent to interact directly with a user's computer.

The company has already reported more than 1 million businesses using its agents weekly across WhatsApp and Messenger. The information provided does not establish how many of those businesses will become paying Muse customers or how much revenue the transaction model could ultimately generate.

Muse Charm Extends Meta’s AI Push Into Hardware

Meta is also giving Muse dedicated hardware.

The Muse Charm is a small handheld device designed to provide access to the AI agent without requiring users to pull out a smartphone. The device includes a display and 5G connectivity and is expected to ship in December, although Meta has not disclosed pricing.

Charm is designed as an interface for Muse rather than a smartphone replacement. It pairs with the Muse app and is intended to make voice interaction with the agent more readily available.

Meta also unveiled its $1,299 Meta VR Glasses, weighing 100 grams and featuring 5K micro-OLED displays, native eye-and-hand tracking and tethered processing. Meta described the glasses as both a VR device and a computing platform, with support for immersive entertainment and a multi-screen private workspace.

The company's eyewear lineup is expanding further with third-generation Ray-Ban Meta glasses starting at $249 and camera-free Ray-Ban Meta Audio glasses focused on open-ear listening and AI voice interaction.

Together, the announcements connect Muse with several hardware formats rather than limiting the AI agent to a smartphone application.

Can Early Muse Adoption Translate Into a New Meta Business?

Muse's early adoption has helped focus investor attention on the potential scale of Meta's AI strategy.

The app debuted on Sept. 8 and subsequently reached the top of Apple's U.S. App Store, while another source in the supplied information said it also became the top app on Google's Play Store. Sensor Tower data cited in the material showed Muse reaching 560,000 daily active users after 11 days.

Meta shares gained 11% on Monday as investors reacted to the early adoption data and subsequently closed Wednesday at $744.10, up 1.02%. The stock was down about 1% in Thursday premarket trading following Meta Connect.

Wall Street reaction to the event was largely positive, but analysts also identified unanswered questions. Evercore ISI said the announcements demonstrated a strategic shift toward agentic AI, wearable computing and commerce integrations, while noting that Meta did not provide specific updates on Muse adoption or Meta Business Agents during Zuckerberg's keynote.

JPMorgan said Muse could potentially become the most widely used consumer AI application since ChatGPT. Raymond James cited more than 300,000 daily downloads and estimated in its base case that Muse could eventually generate more than $50 billion in revenue with annual costs of roughly $12 billion. Those figures are analyst estimates rather than results reported by Meta.

The financial question is particularly relevant because Meta continues to spend heavily. The supplied information shows Q2 2026 free cash flow of $784 million against $31.1 billion in capital expenditures. It also states that 98% of Meta's revenue currently comes from advertising, while Reality Labs recorded a $4.6 billion loss on $430 million in revenue.

Muse therefore represents a potential additional revenue source, but the scale and timing of that opportunity remain unestablished.

What It Means for Investors

Meta Connect provided more detail about how Muse could fit into Meta's broader business rather than simply showcasing another AI product.

The company is linking the agent with payments, retailers, travel, grocery shopping and direct computer interaction. At the same time, Muse is being incorporated into dedicated hardware such as Charm and Meta's new glasses.

That makes monetization an important part of the developing story. Meta has now identified transaction fees as one possible revenue mechanism, but it has not disclosed pricing, expected transaction volumes or financial targets for the model.

The distinction matters because Meta's existing financial engine remains overwhelmingly dependent on advertising while its investments in AI infrastructure and hardware require substantial capital. Early Muse adoption has been strong according to the supplied data, but the next stage is whether that usage develops into measurable revenue.

Conclusion

Meta Connect moved Muse beyond its initial launch and provided a clearer picture of the company's ambitions for the AI agent.

Muse is expanding into commerce, payments, travel and computer control, while Meta is embedding the agent across new hardware including Muse Charm and its latest glasses. Zuckerberg also outlined a transaction-fee model that could eventually provide a direct way to monetize activity taking place through the agent.

For Meta, the central question is shifting from whether Muse can attract users to whether that engagement can become a meaningful business alongside the company's dominant advertising operation. Meta Connect outlined the framework, but the financial contribution from Muse has yet to be established.

FAQs

How does Meta plan to monetize Muse?

Meta plans to make Muse available without charge for a large number of tokens while eventually taking a small fee from certain transactions completed through the platform. The company has not provided further financial details.

What is the Meta Muse Charm?

Muse Charm is a dedicated handheld device designed to provide access to Meta's Muse AI agent without requiring users to pull out a smartphone. It includes a display and 5G connectivity and is expected to ship in December.

What companies are integrating with Meta Muse?

Meta announced integrations or support involving PayPal, Walmart, Best Buy, Gap, Sephora, Wayfair, American Eagle, Expedia and Instacart as it expands Muse into shopping, payments, travel and grocery services.

How quickly is Meta Muse growing?

Muse debuted on Sept. 8 and reached 560,000 daily active users after 11 days, according to Sensor Tower data cited in the supplied information. The app also reached the top of Apple's U.S. App Store.

What did Meta announce at Meta Connect?

Meta outlined its plans to monetize and expand Muse, introduced Muse Charm, unveiled new Meta VR Glasses and additional smart eyewear, and announced new commerce integrations and computer-control capabilities for its AI agent.

This article was created with AI assistance and reviewed by an editor. For details, please refer to our Terms of Use.

Go Beyond the Market Brief with Market Edge

Follow SharperTrades’ complete approach to trading and investing, combining active trade opportunities through Block Orders, long-term research through Stock Investor, and structured market education through the Swing Trading Masterclass. Try Market Edge for $19 your first month →

Explore Research with Stock Investor

Stock Investor is SharperTrades’ platform for long-term investing research and portfolio management. Members receive research reports, portfolio updates, conviction tracking, and in-depth analysis designed to support disciplined investment decisions.

Explore Active Trading & Income Strategies

Block Orders tracks institutional activity and highlights active trade setups and price behavior across long and short opportunities.

For options-focused traders, Essential Option Income provides a structured approach to options income strategies, while Pro Option Trader offers a broader range of options strategies and trade opportunities.

Think More Clearly with SteadyCapital

SteadyCapital is SharperTrades’ decision-support system for long-term investors, built around the SteadyCapital Method™. Review investment ideas, challenge assumptions, evaluate valuation and risk, compare companies, and think through important buy, hold, add, trim, or sell decisions before you act.

Risk Disclosure

All content is provided for educational purposes only and does not constitute investment advice. Trading involves risk, and past performance is not indicative of future results. Please review our full Risk Disclosure for additional information.