Overview
- Meta launched Muse on Sept. 8 and the app reached roughly 2.5–2.8 million downloads within two weeks, becoming the No. 1 free app on Apple’s U.S. App Store.
- Muse uses developer-facing “connectors,” which are keys or APIs that let the agent access specific services and perform tasks such as booking travel, filling forms and completing purchases on a user’s behalf.
- Meta opened those connectors to outside developers this month and struck a deal with Shopify to enable agentic checkouts using Shop Pay across Shopify merchants.
- Amazon blocked Muse from shopping on its site, saying the agent accessed Amazon without authorization, did not identify itself when browsing and appeared to capture credentials, allegations Meta disputes by describing one-time payment flows and secure storage.
- Investors quickly re-priced Meta higher after Muse’s launch while travel and some financial stocks fell, and major unresolved issues remain around payment mechanics, credential security, consumer trust and how platform gatekeeping will shape agent monetization and regulation.