Meta introduced a personal AI agent app on September 8, 2026, and for the first time is asking some users to pay for it. The app, developed under the internal code name Hatch and released as Muse, is powered by the Muse Spark family of foundation models from Meta Superintelligence Labs. It launched in the United States on iOS, Android, the muse.ai website and inside WhatsApp.
What the agent does
The pitch is offloading digital chores. Meta says the agent can book appointments, fill out electronic forms and even keep an eye on home security camera feeds. It runs in what Meta describes as its own isolated environment inside the company's infrastructure, never sees a user's actual passwords or payment details, and asks before doing anything sensitive. Meta says the agent will eventually be accessible through its Ray-Ban Meta glasses, which already run Meta AI on Muse Spark.
Pricing
Muse comes in three tiers:
- A free tier, which Mark Zuckerberg said is usable up to 100 million tokens per week.
- Power, at $20 per month.
- Maximum, at $100 per month.
The subscription pricing is a notable shift for a company that has historically given away its consumer AI features.
A tense moment for agents
CNBC noted the launch comes as Meta and the wider AI industry face intensifying scrutiny over privacy and safety, with personal agents that act on a user's behalf drawing the most attention. Meta's own model strategy has been shifting too: Muse Spark, introduced in April, was the company's first proprietary closed-weight model, while in August Meta announced Muse Glimmer, a family of open-weight models designed to run on laptops.
The next milestone is Meta Connect on September 23 and 24, where Zuckerberg has said the company will have more to share about its glasses lineup. Given the agent's planned glasses integration, expect Muse to feature prominently.
Source: CNBC, Yahoo Tech
Photo: Meta (source)
