Meta Launches Muse, an AI Agent That Books Your Appointments and Watches Your Security Cameras, for Up to $100 a Month

Meta wants an AI that doesn't just talk to you. It wants one that acts for you.

The company introduced Muse this week, a personal AI agent that can book appointments, fill out electronic forms, draft and send emails, plan trips, and even monitor home security camera feeds, according to CNBC. The app runs on Meta's new Muse Spark family of models, which Meta AI chief Alexandr Wang has been rolling out since April, per CNBC's reporting.

Internally, the project was code-named Hatch. Crypto Briefing and Archyde both reported on Hatch as if it were the standalone consumer product, describing it as an assistant that syncs with your email and calendar through WhatsApp and Instagram. Engadget and CNBC clarify that the actual shipped product is called Muse, with its own dedicated app and website, not just a feature bolted onto WhatsApp chat.

What It Actually Does

Muse connects to Meta's own apps and to third-party services including Google Workspace, Ticketmaster, OpenTable, Spotify and Apple Health, according to Engadget. Ask it to sort through recipe videos you've saved on Instagram and Facebook, and it can organize them, then build a grocery list, compare prices and order the items.

Vishal Shah, Meta's VP of AI Products, told Engadget the agent "isn't really limited in what it can do" because it can build its own software connections when a public API exists. That's a real capability, not marketing fluff, but it also means the more access you hand Muse, the more it can do without you.

Meta says it built in checkpoints. Muse asks for approval before sending an email or completing a purchase, but can handle "low-risk" tasks without a sign-off, per Engadget's reporting. Each user's agent runs on its own isolated virtual machine, Wang told CNBC, meant to keep one person's data walled off from everyone else's.

Meta's own blog post, quoted by Engadget, admits the obvious: "Muse can and will still make mistakes." The company says those mistakes should be rarer and less damaging than with earlier chatbots, but it isn't promising perfection.

The Pricing Confusion

Wang told CNBC directly that Muse comes in a free tier or paid plans at $20 or $100 a month, depending on usage. That's an on-record figure from Meta's own AI chief.

Crypto Briefing and Archyde, by contrast, describe internal discussions floating a premium tier that could run "up to $200 a month." Neither outlet attributes that number to a named Meta executive on the record, and it doesn't match what Wang told CNBC. Treat the $200 figure as an internal trial balloon that hasn't been confirmed, not a locked-in price.

Why the Timing Matters

Muse isn't landing in a vacuum. Meta agreed to pay nearly $17 billion to settle a lawsuit brought by a coalition of state attorneys general over allegations the company misrepresented how much harm Facebook and Instagram were causing users, according to CNBC. The company still faces personal injury and school district lawsuits over similar claims.

Now Meta is asking users to hand a new AI agent access to their inboxes, payment methods, calendars, and in some cases their home security cameras. Anyone weighing whether that's a fair ask should consider the company's actual track record on user trust. CNBC lays it out in blunt terms: nearly $17 billion in settlement money, paid because a coalition of state prosecutors said Meta wasn't straight with users about harm on its platforms.

Meta's counter, laid out by Wang and Shah, is that the new agent runs in an isolated environment with mandatory approval steps for anything involving money or outgoing messages. No independent security audit of Muse has been published in these sources, and no regulator has opened a review of the product specifically.

The Business Case Behind It

This isn't charity. Zuckerberg told investors on Meta's July earnings call that "new personal agents" will form "the foundation for our next wave of products and revenue lines," according to CNBC. Meta already launched a Business Agent globally in June, and more than 1 million businesses had adopted early versions before that rollout, tested first in India, Mexico and Brazil where WhatsApp functions as a utility, not just an app.

Meta is under real pressure from Wall Street to show a return on its AI spending beyond advertising. A subscription-based personal agent, reaching into a user base of roughly 2 billion WhatsApp accounts and a comparable Instagram audience, is Meta's answer to that pressure.

What isn't yet public: how many users outside the initial subset CNBC describes will get access to Muse, when the $100 tier's camera-monitoring feature becomes broadly available, and whether Meta will publish any third-party security review before millions of people start feeding it their email passwords and home camera feeds.