Meta Q3 2026: 10M Muse personal agents set up in US and Canada

Nick Grous @GrousARKOriginally posted 2026.10.22

Open original on X

Here are most of, not all, the interesting stats I pulled out of Meta's Q3 2026 call: 10M people in the US and Canada have set up Muse personal agents. 25% of them use it on any given day. Zuck: “more than twice the level that Threads started at, or where we believe other AI apps started as well.” The most common use case is shopping. More than a quarter of Muse users are doing it, average purchase size over $200. “Plaid told us that they hadn’t seen activity like they’re seeing with their connector on any other service before.” Family of Apps revenue per existing US user is already “several hundreds of dollars annually,” and Zuck expects Muse to go higher “due to the amount of commerce that we already see taking place.” The model: free for most people, with Meta taking a fee on transactions it facilitates overtime. On cost: “Muse is very compute-intensive to run. But 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.” CORE BUSINESS Family of Apps revenue $64.2B, +26%. Ad impressions +10%. Average price per ad +14%. Family of Apps Other revenue $1.1B, +59%, on WhatsApp paid messaging and subscriptions. 3.64 billion people use the family of apps every day. Threads has overtaken X in monthly actives. Time spent per user on Threads +20% YoY. Instagram global time spent per user hit an all-time high, up double digits. Facebook Reels time spent hit all-time highs both globally and in the US, both up double digits. Nearly 45% of recommended Instagram Reels are now less than a day old, up 11 points from Q2. Ranking sequences of Reels instead of evaluating each one independently increased Instagram Reels time spent over 4%. Moving content understanding onto first-party Muse models reduced per-unit processing costs by more than 80% across Instagram, Threads, Facebook and Ads. Advertisers who adopted Meta AI business assistant recommendations drove almost 5% more conversions at the same cost per conversion, and increased their ad spend 9% versus non-adopters. Simply Organic Maple, a family-run Vermont producer, used it to rewrite ad copy: +57% purchases, -36% cost per purchase, 3x ROAS. Meta One has surpassed 15M subscriptions and trials across 50+ features. An estimated 500M self-identified small businesses use Meta’s apps to reach customers. Zuck: “We have not yet found the limit of how effectively we can apply compute to accelerating our own core business.”