Zuckerberg Says Muse Demand Was So High Meta Had to Ask Stripe to Raise Credit Limits

Meta CEO Mark Zuckerberg says more than 10 million people in the US and Canada set up Muse agents since the AI assistant launched on September 8, a pace he said was more than double the early adoption of Threads or other AI apps. Speaking on Meta's October 21 earnings call, Zuckerberg said shopping quickly emerged as Muse's most common use case, with an average purchase size above $200.

Demand outran Meta's own payment setup

The volume of purchases moving through Muse was high enough that Meta had to work with Stripe to raise its credit limits in the assistant's first week, according to Zuckerberg, because transaction volume exceeded what the company had expected. The strain on payment infrastructure is an unusual problem for a newly launched AI product to have, and it underscores how quickly users have started relying on Muse for actual purchases rather than just conversation.

Zuckerberg also laid out a new way Meta plans to make money from Muse beyond advertising: charging businesses a fee whenever the assistant helps complete a sale. That would give Meta a transaction-based revenue stream tied directly to commerce, similar to how payment processors and some e-commerce platforms earn a cut of each sale, rather than relying solely on the ad-driven model that has defined the company's business for most of its history.