Meta introduced Muse on 8 September 2026 and called it the first personal AI agent built for everyone. The agent sends email, books travel, fills in forms and makes purchases on a person's behalf, and it is rolling out in the United States on iOS, Android and muse.ai. It also works inside WhatsApp.
Muse runs on Muse Secure VM, a dedicated virtual machine that holds both the agent and a person's data, with its own browser for navigating the web. Meta says the agent is powered by Muse Spark, which it describes as its most capable model to date and as tuned for real world agentic work. The company said the product keeps running after the app is closed and returns when something changes or when it needs an answer.
Sensitive steps are gated. Muse is designed to ask for approval before it sends a message, spends money or shares data with a connected app, and it shows an audit trail of what it has done and what it plans to do. Payments go through Link by Stripe, which issues a one time card number so merchants never see the real card, and Meta says Muse is the first AI agent covered by Link's purchase protections.
The agent is free for most use with a usage limit. Reuters reported that Meta will offer subscriptions at 20 dollars and 100 dollars a month for heavier usage, citing a company spokesperson. Users can opt out of having their conversations used to train Meta's models, and Meta plans an encrypted Muse Confidential VM later this year, plus a version for its AI glasses.
Reuters also reported that the launch came with internal concerns about how the agent handles sensitive personal data, and it lands after agents from several labs caused unintended problems. That tension between autonomy and control is now the central design question for anyone shipping an agent.
For founders the practical shift is distribution and checkout. If customers delegate research, booking and buying to an agent, products need clean structured data, machine readable prices and policies, and a checkout that a non human buyer can complete. Being the option an agent picks becomes the new front page.