Meta's Subscription Strategy: Analysts Predict $2.4B Revenue from Muse AI Service

Meta Platforms Inc. is shifting its business model from free services to a subscription-based offering with its newly launched Muse AI. Analysts at Goldman Sachs have projected that if 10 million users subscribe to Muse, it could generate approximately $2.4 billion in annual revenue.

Launched on September 8, 2026, Muse is designed to act as a proactive AI agent, capable of performing tasks such as booking reservations and filling out forms. The service is available across multiple platforms, including iOS, Android, and WhatsApp, and operates on a freemium model. Users can access a free tier with limited capabilities or opt for paid plans ranging from $20 to $100 per month.

Goldman Sachs maintains a bullish outlook on Meta's stock, setting a price target of $725, which represents a potential upside from its current trading price. The bank highlighted Meta's extensive reach across its platforms as a significant competitive advantage in the AI space.

In addition to Muse, Meta has also introduced the Meta One subscription service, which bundles features from Instagram, Facebook, WhatsApp, and its AI tools. This tiered subscription model aims to diversify Meta's revenue streams beyond advertising, reflecting the company's significant investment in AI infrastructure over recent years.

As Meta continues to innovate and expand its offerings, the company's ability to attract and retain users in this new subscription landscape will be crucial for its long-term success.