Meta Platforms Inc. runs a family of social apps including Facebook, Instagram, and WhatsApp to help people connect, share content, and participate in online communities. It also develops virtual reality hardware and experiences through Oculus and is exploring the metaverse. Most revenue comes from advertising, with tools that let businesses target audiences using data from its large user base, plus VR product sales and digital services. The company differentiates itself by owning multiple major social platforms, offering a scalable cross-platform ad platform, and investing in VR, AR, and AI to expand digital experiences and monetization opportunities.
Company Size
10,001+
Company Stage
IPO
Headquarters
Menlo Park, California
Founded
2004
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Meta Platforms launched Muse, a personal AI agent that books travel, manages emails, and prepares retail purchases for user approval. The app arrived on September 8, 2026, and Meta stock has returned 10.4% over the past month, against 1.8% for the S&P 500. Apptopia estimated Muse had 642,000 daily active users in the US in its first twelve days, against 231,000 for ChatGPT at the same stage. Meta offers a free tier and paid plans at $20 and $100 a month, and is testing transaction fees. It has shopping partnerships with Walmart, Gap, and Sephora. Ads still brought in $59.4 billion of Meta's $60.8 billion second-quarter revenue. Amazon has blocked Muse, and Jefferies found about one-third of tested websites did the same.
Meta on Monday launched Muse Wonder and Muse Wonder Full, which it calls its most capable AI models yet, as it pushes to compete with OpenAI and Anthropic. Its shares rose about 4% in afternoon trading. Muse Wonder will soon power Meta's Muse personal AI agent, initially for subscribers. The more powerful Muse Wonder Full is available to subscribers of its AI coding tool, Muse Code. The launch follows a year in which chief executive officer Mark Zuckerberg pledged billions of dollars and aggressively hired researchers to catch up in the AI race. "Fourteen months ago, we began an overhaul of our AI efforts, and in that time we've gone from rebuilding our foundations to pushing the frontier," Meta said in a blog post.
Alexandr Wang, the Scale AI founder who now helps lead Meta's AI agent efforts, says Mark Zuckerberg writes long, rigorous WhatsApp replies surprisingly fast. Wang shared the anecdote in an interview with David Senra on Sunday. Wang said he once wondered how Zuckerberg had time for such messages. He concluded that Zuckerberg, Meta's chief executive officer, "ruthlessly" prioritises his time. The two spoke about once every six months at first. Contact grew as Meta confronted shortcomings in its Llama 4 AI model and rising competition from OpenAI and Anthropic. Within five or six weeks of Zuckerberg's initial outreach, Meta announced a deal to take a 49% stake in Scale AI. Wang and several colleagues moved to Meta.
Meta's chief AI officer Alexandr Wang says his meme-filled posts on X were part of a plan to make the company "cool again." The 29-year-old told podcaster David Senra the posts about Muse, Meta's new AI assistant, "made an impact on growth." "Despite having like these incredible pieces of cultural software like Instagram and Facebook, historically, Meta was not cool," Wang said. "I remembered that the internet rewards risk." Muse launched on September 8 and topped Apple's app store 10 days later, passing ChatGPT. It is Meta's first successful AI breakthrough after its Llama and Spark models failed to find a niche against those from OpenAI and Anthropic. Muse also benefits from Meta's several billion users on Instagram and Facebook.
Meta Platforms' stock has declined roughly 7% from its late-September peak near $779 amid safety concerns over its Muse AI agent. The New York Times reports that Meta's leadership pushed the product to market despite internal awareness of significant safety shortcomings. Muse, launched on 8 September, has accumulated over 6.6 million downloads in approximately one month. However, approximately one-third of websites tested have blocked the agent's access, and major platforms like Amazon have refused to allow Muse to crawl their listings. Separate reporting revealed that Meta characterises its AI data centres as experimental "pilot models" to claim research tax credits, while telling investors those facilities accelerate every part of its business. This strategy reduced Meta's tax bill by an estimated $3.9 billion in 2025.