Zuckerberg: Muse will eventually earn more per user than Facebook and Instagram
On Meta's Q3 earnings call, Zuckerberg said Muse should eventually generate more revenue per user than Facebook, Instagram, WhatsApp and Messenger do today, via commerce transaction fees and subscriptions. About a quarter of Muse users shop through the agent, with average purchases above $200. The claim reframes Muse from cost center to Meta's next monetization engine.