What happened
Meta's stock price has recovered to approximately $778, marking a significant rebound following the September 8 launch of its Muse in the United States and its September 18 expansion into Canada. According to data from Apptopia cited by The Economic Times, the Muse app recorded 1.8 million downloads on iPhones within its first two weeks of availability, surpassing the 1.3 million downloads achieved by OpenAI's ChatGPT app during its initial launch period in May 2023.
Meta's share price saw a 4.5 percent gain on Thursday, following an 11 percent jump on Monday, bringing the stock to approximately $778. This recovery follows a period of volatility earlier in 2025, driven by legal challenges and investor concerns over the company's $145 billion annual expenditure on artificial intelligence.
Muse is a multitasking designed to perform actions such as booking travel, sending emails, and executing purchases. It is currently restricted to users over 18 in the United States and Canada. While the base version is free, Meta offers optional subscriptions at $20 and $100 per month for higher usage limits.
During the annual Connect conference, Meta announced plans to integrate Muse into its smart glasses hardware. The company is also pursuing a commission-based revenue model through partnerships with retailers like Walmart.
Amazon has blocked Muse from accessing its platform, citing concerns that the agentic software failed to properly identify itself during browsing and allegedly attempted to store customer login details. Meta has publicly denied that Muse accesses or stores user passwords or payment information.
Source details: economictimes.indiatimes.com ↗
Why it matters
The market's positive reaction reflects investor optimism regarding Meta's ability to diversify revenue streams beyond its core advertising business. By integrating Muse into smart glasses and establishing retail partnerships—such as those with Walmart—Meta is positioning the agent to earn commissions on consumer transactions. However, the company faces significant hurdles, including skepticism regarding user trust in Meta's data handling and active resistance from major e-commerce platforms like Amazon, which has blocked Muse from its site over concerns regarding automated browsing and credential security.
The financial success of Muse is critical for Meta, as the company seeks to justify its massive capital investment in AI. Investors are looking for evidence that the agent can generate revenue outside of traditional advertising.
Trust remains a significant barrier to adoption. An Oppenheimer survey cited by the report indicates that only eight percent of Americans trust Meta to store their passwords for third-party applications, compared to 30 percent for Google. This trust gap is a major obstacle for an agent that requires access to user credentials to perform tasks on their behalf.
The conflict with Amazon highlights the friction between AI agents and existing web infrastructure. If other major retailers follow Amazon's lead in blocking Muse, the agent's utility for shopping and task management could be severely limited.
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What to watch next
The primary focus remains on whether Meta can overcome consumer trust deficits and platform-level blocks to scale Muse into a sustainable revenue driver. Analysts are monitoring the impact of the $20 and $100 monthly subscription tiers, which are intended to monetize intensive usage. Additionally, the ongoing conflict with Amazon regarding the agent's identification protocols and data access policies will be a critical indicator of the challenges Meta faces in deploying agentic software across the broader e-commerce ecosystem.
Watch for further developments in the dispute between Meta and Amazon, as well as any potential policy changes regarding how Muse identifies itself to third-party websites.
Monitor the adoption rates of the paid subscription tiers, as these will serve as a key metric for the long-term viability of the agent as a commercial product.
Observe whether Meta's integration of Muse into its smart glasses hardware leads to increased user engagement or if it triggers further privacy concerns among regulators and the public.