Meta's Muse AI Now Calls U.S. Businesses — But Only for Paying Users

Meta's consumer AI agent Muse can now place calls to U.S. businesses on behalf of its users — but only for subscribers, the company says. The feature, first tested in September with a select group of early adopters, opened to all paying customers this week.

The rollout marks a concrete step in Meta's push to make consumer AI a mainstream product. Muse now counts more than 10 million users, according to figures the company shared last month. Calling is positioned as one more chore the agent can strike from a user's to-do list.

What can the AI actually do?

The use cases Meta describes are deliberately mundane. Alexandr Wang, Meta's Chief AI Officer and head of its Superintelligence Labs division, said the feature could handle calls people don't want to make themselves — to their cable company, the DMV, or a restaurant that doesn't take online reservations.

Previously, access worked by invitation. A select number of Muse early adopters could try the feature after explicitly asking the AI for it. Now any paying subscriber can make the request.

What does it cost?

Access sits behind a subscription wall with two tiers:

• $20 per month — 500 million Muse tokens per week
• $100 per month — 3 billion tokens per week, aimed at heavier AI users

For context, the entry tier works out to $240 per year for the base allocation of tokens, meaning call-placing and other agentic tasks come bundled into a recurring cost that competitors may not impose.

Is Muse alone in this?

No. The startup Instinct already offers a similar calling option, as does Google's Gemini. The technology, in other words, is arriving across the industry at roughly the same time — and so are its problems.

Reception on the other end of the line is mixed, according to the source. Many businesses and receptionists hang up on AI calls as soon as they detect a non-human caller. But as AI voices get better at mimicking real people, distinguishing a customer from an AI working on the customer's behalf will get tougher for whoever picks up the phone.

Why the feature might stick anyway

The target audience is consumers worn down by customer service. For years, callers have navigated complex phone trees, waited on hold, and hoped the eventual human could help rather than transfer them elsewhere. An AI agent with effectively infinite patience could absorb that tedium instead — a pitch aimed squarely at a widespread frustration rather than a niche need.

What comes next for free users?

Calls remain a paid-only feature for now, but the paid wall is not uniform across Muse. Wang said this week that the recently added Muse email address option will soon roll out to free users, signaling a tiered strategy in which agentic capabilities land behind the subscription first and trickle down later.

For marketers and business owners, the implication is direct: if AI-placed calls scale from 10 million-plus users, front-desk staff and phone-based customer service will increasingly need policies for detecting and handling machine callers.