Key points
- Meta's Muse can now place calls to U.S. businesses for paying subscribers; the feature was limited to early adopters who requested access in September.
- Muse plans start at $20 per month, with a $100 tier for heavier use. Meta says Muse has over 10 million users.
- HUMAN Security says Muse made 59% of agent requests on sites it protects in October, and about half of Muse requests on DataDome's network were unsigned as of Nov. 10.
- Muse moved its Web Bot Auth signatures from meta.com to muse.ai between Nov. 7 and Nov. 9, per DataDome.
Why it matters for marketers: Muse is becoming a real channel that calls and browses on shoppers' behalf, so teams need to check phone handling, bot rules and analytics before Black Friday.
Meta's consumer AI agent Muse can now place phone calls to U.S. businesses on a user's behalf, but only for paid subscribers. The feature was tested in September with a limited group of early adopters who had to ask for access. Meta's Alexandr Wang pointed to calls people dislike making, such as those to a cable company, the DMV or a restaurant without online booking. Google's Gemini and the startup Instinct already offer similar calling, according to the reports.
The catch is reception. Many businesses and receptionists hang up once they realize an AI is on the line, and The Decoder reports Meta briefly tested human operators for Muse in September. As synthetic voices improve, telling a customer from an agent acting for one gets harder. For marketers, that means some inbound calls will come from software, so call scripts, reservation flows and service teams should anticipate them.
The web side matters too. HUMAN Security's October report says Muse accounted for 59% of agent requests on the sites and apps it protects, and Meta and OpenAI agents together made nearly 90%. Most requests hit product and search pages, and only a small share reached checkout. HUMAN also says analytics tools on most sites can't tell agents from human visitors.
Identification is shifting as well. DataDome reported that Muse moved its Web Bot Auth signatures to a new muse.ai directory in early November, and about half its requests were unsigned as of Nov. 10. Teams that verify signatures should confirm their rules recognize the new directory. HUMAN says its next report will cover agent behavior over Black Friday and Cyber Monday.
Sources
This brief is our own summary. Read the full reporting at the source.