Meta will keep its Muse AI agent free for most users, opting instead to earn revenue by taking a small fee from the purchases, bookings, and other transactions the assistant completes on their behalf. Mark Zuckerberg made the pledge at Meta's Connect event in Menlo Park on Wednesday.

"We're standing behind this by making Muse free for a huge number of tokens, with the expectation that over time we will profit by taking a small fee from transactions," Zuckerberg said. He described the arrangement as a novel business model and claimed the agent will make money for its users.

Meta's chief AI officer, Alexandr Wang, said Muse has already helped users save on their insurance costs and recoup unclaimed refunds. He added that the agent negotiated a cable bill down by $85 a month.

The structure ties Muse's economics to how much real-world work the agent actually completes—shopping, booking, negotiating bills—rather than to how many users opt into a monthly plan.

Muse is not entirely free of charge. Since launching on September 8, it has offered a free basic tier alongside $20 and $100 monthly plans for heavier use, according to earlier Cryptopolitan reporting. Zuckerberg said at Connect that the free lane stays open, with revenue from transactions expected to cover its cost. That expectation makes the free tier's economics dependent on how much transaction volume Muse generates through its partner integrations.

Meta has added $200 billion in value since Muse launched

Meta's market value has grown by more than $200 billion since Muse's release, Cryptopolitan reports. The gains followed 2.8 million downloads in the agent's first 12 days. One Wall Street estimate puts Muse revenue at about $10.8 billion a year if the agent reaches a billion users by the end of 2027, with at least 3% of them paying, according to Cryptopolitan. That figure is an outside estimate rather than company guidance.

Meta shares closed 1.02% higher at $744.10 on Wednesday.

Developers filed more than 1,500 connector applications in under a week

Wang used the keynote to introduce a long list of new connectors. On the retail side, Walmart, Best Buy, Gap, Sephora, Wayfair, Dick's Sporting Goods, Ulta Beauty, and Fanatics are joining the agent. Box, GitHub, Granola, and Notion cover work, Instacart handles groceries, and Expedia is coming soon for travel. The categories span much of everyday spending, giving the fee-based model numerous venues where a per-transaction cut could apply.

Muse can access the full product catalog on Shopify and pay via Stripe's Link and Shop Pay. PayPal support is available as well. That checkout infrastructure is central to the arrangement, since Meta earns only when the agent completes a transaction.

Meta recently opened its connector platform to external developers, and Wang said more than 1,500 applications arrived in under a week. "I think this could be a generational opportunity to start building for a new platform as it takes off," he said.

Muse is coming to AI glasses, the Mac, and email

In the coming months, Meta will add Muse to its AI glasses, activated by saying the agent's name. On the device, it can help steer a workout, log a meal, or purchase a product the wearer is looking at.

Muse is now available for computer use on Mac, where the agent can drive any app on the machine as the user walks away. It is also getting its own email address so it can act and join threads on a user's behalf. Each new surface widens where the agent can act—and, by extension, where a transaction fee can be collected.

Meta Superintelligence Labs has announced Muse Realtime Avatar, giving the previously faceless agent a face, body, and voice for live video chats. Zuckerberg said the avatar is called Jolly.