Meta said Muse, its AI agent app, has surpassed 10 million users, recording 10.9 million downloads in 40 days. Most downloads came from the United States, which accounted for 10.2 million installations, while the app had 2.5 million daily active users on October 16, 2026. Its seven-day and 14-day retention rates stood at 30% and 23%, respectively, compared with 19% and 16% for ChatGPT. Meta directed 39% of its US advertising expenditure to Muse in October 2026 and plans to introduce monthly subscriptions priced at $20 and $100, amid quarterly revenue of $64.6 billion and substantial investment in AI.
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