Meta's Muse tops 5M downloads in 22 days as Morgan Stanley weighs in

Meta launched Muse, its AI agent app, in the United States and Canada on September 8, 2026. According to data from research firm Sensor Tower cited by Wall Street CN on October 2, cumulative downloads of Muse passed 5 million as of September 30. The report is inconsistent about how long that took: its headline says 23 days, while the body text says the app reached the figure in just 22 days. For comparison, the same report notes that ChatGPT, Grok and Claude needed 56 days, 103 days and 492 days respectively to pass 5 million downloads.

On September 30, TestingCatalog reported that Meta introduced Muse for small businesses, which can link company accounts and apps to its AI agent. The agent requires user approval before publishing content, sending messages or making any spending.

In the October 2 report, a team led by Brian Nowak, Morgan Stanley's chief internet analyst, published in-depth research covering six questions around Muse: monetization, cost of service, compute reserves, the enterprise market, the Amazon partnership and valuation. The report describes the central tension as follows: the faster the agent's user base grows, the higher the compute costs, and Meta needs to show that future advertising, transactions, enterprise subscriptions and API business can cover that spending and turn the large user base into revenue. On monetization, Morgan Stanley believes Meta is in no hurry to monetize in the short term and is focused first on scale. Public information currently stops here: the download figures, the approval mechanism for the small-business feature, and the six focus areas raised by Morgan Stanley have no reported follow-up yet.