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Meta Muse: The Complete Guide, Including Whether It Works in Israel

Meta's Muse is an AI agent that completes tasks for you. What's new in October 2026, what it costs, the privacy concerns, and whether you can use it in Israel yet.

Shahaf PlatinPlatin Digital · OpenAI Select Partner

Meta Muse: The Complete Guide, Including Whether It Works in Israel
AI-generated illustration

Sunday, 9:15 PM

Tomorrow you need to book an AC technician, cancel a subscription you forgot about, and return a defective product. Three small tasks, and each one means a form, a wait on hold, or twenty open tabs.

Now imagine you type it all into one message, go to sleep, and wake up to a summary: what got done, and what is waiting only for your "yes."

That's the promise of Muse. And the important question isn't what it can do, but what you let it do.

Meta Muse is Meta's personal AI agent. It doesn't just answer questions: it opens a browser, fills in forms, connects to your apps, and asks for your approval before sensitive actions.

This guide was updated on October 6, 2026. We checked every detail against Meta's official announcements, and we marked clearly what comes only from media reports.

In short

  • Muse is Meta's personal AI agent, launched on September 8, 2026. It works on its own virtual computer in the cloud, and before a sensitive action, such as an email or a purchase, it asks for your approval.
  • Muse for Small Business connects it to tools like Shopify, QuickBooks and Canva, and to the business's Facebook, Instagram and ad accounts.
  • There is limited free use and two paid plans: $20 and $100 a month.
  • Muse is not yet available in Israel. As of October 6 it works only in the US and Canada, and Meta has not announced a date for expansion.

What's new in October 2026

The bottom line: availability hasn't changed, but there are three developments worth knowing. Here is what we verified:

  • Still only the US and Canada. Meta's help page still describes Muse as in "limited testing," and no new countries, languages or price changes have been announced.
  • Muse Gadgets (October 2). Meta opened up code for building hardware that connects to Muse: development kits for ESP32 and Linux boards, under the Apache 2.0 license. Alongside it came Muse Home Link, a USB-C adapter that connects Muse to devices around the house. According to the project site it is free only to subscribers in the US, and according to TechCrunch the free units were snapped up within hours.
  • Privacy storm (October 4 and 5). According to Gizmodo, Muse's internal instructions tell it to build a "page" on every person in the user's life, including people who don't use Muse. Meta responds that an agent needs context to be useful. More on this below.
  • The business arm is expanding. On September 28 Meta launched the Meta Enterprise Platform, where Muse sits alongside Meta Business Agent, Muse API and Muse Code. According to MediaPost, this is part of a broader push by Meta toward businesses.
  • Analyst forecast. According to Yahoo Finance (October 5), a Deutsche Bank analyst estimates that in an optimistic scenario Muse could account for up to about 8% of Meta's revenue in 2030. That's a forecast, not a fact.

Meta Muse: a personal assistant with keys, not just advice

The simplest way to understand Muse: a consultant versus a personal assistant who holds your keys.

A consultant, like regular ChatGPT or Meta AI, will explain how to cancel a subscription. An assistant with keys logs in to the account and cancels it. The difference isn't how smart it is, but what you gave it access to.

According to Meta, Muse remembers your preferences and acts on your behalf: it opens a browser, fills in forms, and even negotiates. It is available in an iOS and Android app, in WhatsApp, on the muse.ai website, and in a Mac app. A paid subscription requires age 18 or older.

Don't get confused: the Muse family

Meta uses the name Muse for several different products. Here is what is available in Israel:

NameWhat it isIn Israel, as of October 6
Muse SparkMeta's language model (April 2026), the brain behind MuseA model, not an app
MuseThe personal agent, the subject of this guideNot available
Muse for Small BusinessMuse with connectors to business toolsNot available
Muse CodeA coding agent for developersAccording to Meta, in developer preview worldwide
Muse CharmA pocket device for talking to MuseNot on sale yet, even in the US
Muse Gadgets and Home LinkOpen-source hardware code, and a home adapterHome Link only for subscribers in the US

How Muse works: its own computer, a gatekeeper, and approvals

The principle: Muse works in its own closed environment, and sensitive actions come back to you. Four components worth knowing:

  • Muse Secure VM. Every user gets a dedicated virtual computer in the cloud, with its own browser. That way the agent keeps going on a long task even when your phone is in your pocket.
  • Sentinel. A separate agent whose job is to guard. According to Meta, nothing Muse does leaves for the internet without Sentinel's approval.
  • Connected apps. You choose what to connect, and according to Meta, also how much access each app gets.
  • Approvals and a log. Before an email, a purchase or another sensitive action, Muse asks permission, and it shows a log of what it did and what it plans to do.
Muse Secure VM Task Approval Muse The agent Sentinel · gatekeeper A log of every action You App · website WhatsApp · Mac Email and calendar Shopping, payments Slack · Notion Facebook · Instagram Shopify · Stripe
An illustration based on Meta's official description. What actually connects depends on what you approve and what Meta supports in your country.

Here is what a single task looks like, start to finish:

One task in Muse, as Meta describes it

  1. You askBy text or voice, from the app, WhatsApp, the website or the Mac
  2. The agent worksOn its own virtual computer, with a browser and connected apps
  3. Sentinel checksNothing goes out to the internet without its approval
  4. You approveBefore an email, a purchase or another sensitive action

In gold: steps where you are involved. Based on Meta's launch announcement (September 8, 2026) and the Meta Connect summary.

What Muse can do: usage examples

Meta talks about sending emails, booking travel, lowering bills and filling in forms. We put together examples of tasks like these. These are illustrative examples, not a promise that each one works in every country or with every app.

Home and family

  • "Turn the recipe video I saved into a shopping list"
  • "Find three AC technicians available on Tuesday"
  • "Remind me to renew the car insurance a month ahead"

Money and bills

  • "Check which subscriptions I pay for but don't use"
  • "Try to lower my internet bill and check with me before committing"
  • "Fill in the refund form for the defective product"

Travel and scheduling

  • "Find a flight to the wedding, under $500, nonstop"
  • "Book dinner for six on Thursday"
  • "Find a time for a meeting with three people"

Business owners

  • "Go through my email and calendar and tell me what's urgent today"
  • "Analyze this month's campaigns and suggest a plan"
  • "Flag unusual expenses in the monthly report"

Muse for Small Business: what it gives a business

In short: Muse for Small Business is Muse with access to a business's tools. You give it a goal, such as finding new customers, and it spots opportunities, prepares drafts, and flags what needs you.

Meta launched it on September 29, 2026, in the US and Canada. According to Meta, nothing is published, sent or costs money without your approval. Most use is free, and there are subscriptions for those who need more.

Connections announced for Muse for Small Business

Meta

  • Facebook Pages
  • Instagram professional accounts
  • Meta ad accounts

Sales and finance

  • Shopify · Stripe
  • Intuit QuickBooks
  • Klaviyo · HighLevel

Work, design and files

  • Slack · Zoom · Asana
  • Notion · Granola
  • Box · Dropbox
  • Canva · Figma · Lovable
  • And custom connectors

Source: Meta announcement, September 29, 2026. Meta writes that more connectors and capabilities will be added in the coming months.

What do we think? It's a natural move for Meta: many businesses already manage pages, messages and ads with it.

But notice what's missing from the list: there is no WordPress and no Google Ads. It may be possible to connect them through a custom connector, but they don't appear as ready-made connections. If your site runs on WordPress and your budget is in Google, check this before you build on Muse.

We went deeper on how well it fits small businesses in our guide Muse for small business.

A day with Muse for Small Business

Pick an hour of the day for the owner of a home decor shop. This is an illustration we wrote, not a record of a real user, and it assumes the service is available to her.

7:45 AM · First coffee

What's urgent today?

I went through your email, calendar and the messages on the business page:

  • A supplier is asking about a delayed shipment
  • Two pricing questions on Instagram
  • A Zoom meeting at 11:00, I prepared a summary

10:20 AM · Replies to customers

Prepare replies to the two Instagram messages.

I prepared two drafts based on the prices in Shopify. One product is sold out, so I suggested a similar alternative.

2 drafts · waiting for your approval

Approving both.

4:30 PM · Marketing

Come up with a campaign idea for the new armchairs.

I prepared two versions of the ad and a design in Canva, and saved the campaign as a draft. I haven't launched anything or set a budget.

Draft · budget waiting for your decision

9:40 PM · End of day

QuickBooks shows a double charge to the same supplier, on the same date. Worth checking with them.

Want me to draft an email to them? I'll send it only after you approve.

An illustration. The business, the messages and the numbers are made up.

The Muse timeline: September to October

In one month Muse went from launch to a business version, to hardware, to a public debate about privacy:

September 8 September 18 September 21 September 23 September 28 September 29 October 2 October 4 and 5 October 5 Muse launches in the US Muse opens in Canada Amazon blocks Muse from its site Meta Connect: Mac control, avatar, Muse Charm Meta Enterprise Platform for business Muse for Small Business · OpenAI shows dots Muse Gadgets: open hardware code, Home Link Reports: Muse builds profiles of people around you Deutsche Bank: revenue forecast to 2030 Blue: September · Gold: October
Sources: Meta, TechCrunch, Bloomberg, iPhone in Canada, Semafor, Gizmodo and Yahoo Finance. The links are in the source list at the end of the article.

What was announced at Meta Connect (September 23)

According to Meta's official summary, the event was mostly about Muse:

  • Muse Realtime Voice and Realtime Avatar. A voice conversation while the agent works in the background, and digital faces for video calls.
  • Mac control. According to Meta, Muse for Mac can already run apps on your computer, with your permission.
  • An email address for the agent. So you can add it to a thread or forward it an email. No date announced.
  • AI glasses. "In the coming months," with voice activation.
  • Muse Charm. A pocket device for talking to Muse. Meta wrote that it will share details later this year. Price and date have not been officially announced.

How many people use Muse?

Meta hasn't published a user count. The estimates that exist come from outside firms and the media:

5.1 milliondownloads, per Yahoo Finance (October 5)
2countries: the US and Canada only
15business connectors announced, besides Facebook and Instagram

The downloads figure is an estimate, not a Meta number. On September 25, according to TechCrunch, estimates from Sensor Tower, Apptopia and Appfigures ranged from 2.3 to 4.3 million. Be careful with numbers like these.

Privacy and trust: what to know before you connect accounts

The bottom line: Meta has published more detailed protections than is typical, but the reports from the past two weeks show there are still open questions.

What Meta promises

  • Muse does not see your passwords or payment methods. Login details are stored separately.
  • Information in Muse is not shared with Meta's advertising systems.
  • You can ask that your conversations not be used to train the models. According to Implicator, the default is that they are.
  • Later this year Muse Confidential VM is expected, in which data is encrypted with a key only the user holds. For now it isn't available yet.

What has been reported since

  • A "page" on every person in your life. According to Gizmodo (October 5), an AI safety researcher extracted Muse's instructions and shared them with WIRED. According to the instructions, Muse builds a page on every person in the user's life: name, relationship, recurring topics and important dates.
  • Even people who don't use it. According to Cybernews (October 5), this could expose information about people who never signed up for Muse. A Meta spokesperson told Gizmodo that an agent needs context about you and the people you are in contact with, and that the information is kept on your dedicated machine.
  • Messages on the Mac. According to AppleInsider (September 28), following a report in Inc., Muse synced messages from the Messages app without explicit permission. According to Implicator, Meta disputes the claim.
  • Amazon. On September 21 Amazon blocked Muse from its site, arguing that unauthorized AI agent access violates its terms of use. That doesn't mean Muse did anything wrong, only that stores are still deciding how to treat agents.

Our opinion: the important question isn't "is Meta trustworthy," but what does the agent do without asking you, and what happens when it makes a mistake. It's worth asking the same question about any agent, including the ones we set up.

For a business owner there is another layer: customers' emails and messages contain their personal information. We covered this, including what it means under the law in Israel, in the guide Muse and privacy. If you operate elsewhere, check your local rules.

Before you connect accounts to Muse (or any agent)

Muse in Israel: can you use it, and what about Hebrew?

The short answer: not yet. As of October 6, 2026, Muse and Muse for Small Business are available only in the US and Canada.

Meta's help page describes Muse as a service in "limited testing" that is not yet available everywhere. To sign up you need to be in a country where it's available. Meta hasn't published a list of additional countries or a date for expansion.

And Hebrew? Meta hasn't published a language list for Muse. We don't know whether it will work well in Hebrew, and we won't write here something we haven't seen.

How to check for yourself

  1. Search for "Muse from Meta" in the App Store or Google Play on your phone.
  2. Go to muse.ai and see whether you can sign up.
  3. Follow Meta's newsroom, about.fb.com, where announcements about new countries are published.

What about a VPN?

We've seen guides online for getting around the restriction. We don't recommend it. The terms of use require you to be in a country where Muse is available, and you don't want to connect business accounts to a service in a way that might violate them.

We gathered everything known about Muse arriving in Israel, and what you can do in the meantime, in the guide Muse in Israel.

Muse, dots, or a dedicated business agent?

There's no single winner here. Muse is especially strong for people who live in Meta's tools. OpenAI's dots, introduced on September 29, suits people who already work in ChatGPT. A dedicated agent suits a business with its own systems.

Meta MuseOpenAI dotsDedicated business agent
Where it runsMuse Secure VM in Meta's cloudA computer and browser in OpenAI's cloud, inside ChatGPTA separate cloud server for the business
How you talk to itApp, WhatsApp, website, MacChatGPT, Slack and Teams, per MacRumorsA channel you choose, such as Telegram
ConnectionsApps Meta supports, strongest with Meta's toolsChatGPT plugins, reportedly more than 4,000Directly to the business's systems, such as WordPress and Google Ads
Rules and approvalsApproval before sensitive actions, an action logCustom Rules: allowed, with approval, or blockedRules written for the business and for each system
PermissionsWhatever Meta allowsWhatever OpenAI allowsA user and minimal permission for each system
Getting startedMinutes, no setupMinutes, inside ChatGPTAfter setup and configuration
PriceFree with a limit, $20 or $100 a monthIncluded in Pro, Business Premium and Enterprise plansSetup, external services and support
In IsraelNot yet availableIn selected markets, check your accountDepends on who sets it up
Best forPeople living in Meta's ecosystemPeople who already work in ChatGPT and SlackA business with its own systems and regular processes

Our opinion: a dedicated agent isn't always better. If Muse opens in Israel, and most of your business is on Instagram, Facebook and Shopify, it may be enough for you.

A dedicated agent earns its place when the work lives in systems that off-the-shelf agents don't reach in depth, when you want precise rules for each action, or when you don't want to wait on a platform.

For a full comparison see Muse vs dots, and for dots itself see the article OpenAI dots. We covered an agent set up for a business in the guide AI agent for business, and what goes into the setup in Building an AI agent.

Will Muse be enough for you, or do you need more?

Six questions. Answer honestly.

Does your business have a WordPress site or a system of its own that needs regular updating?
Do you advertise on Google Ads, not just on Meta?
Do you need the agent to work right now, from Israel?
Do you have precise rules, such as what may be published, in what tone and on what budget?
Is it important to you that each system gets a separate, minimal user and permission?
Would you rather not depend on a single platform?

Answer all the questions to see a result.

What a business in Israel can do this week

Muse isn't here yet, but you can already prepare. Three steps that suit any agent:

  1. List the tasks you would hand off. The ones that come up every week and keep getting postponed. The list is useful for any agent: Meta's, OpenAI's or a dedicated one.
  2. Sort out permissions. Who holds access to the site, the ad account and the business page. A good agent starts with minimal permission.
  3. Decide the boundaries in advance. What the agent does on its own, and what always waits for your "yes": publishing, budget, and messages in the business's name.

Platin Digital is an OpenAI Select Partner. We set up agents for businesses with whichever models and tools fit each business best, from OpenAI, Anthropic, Google and others, running on a separate cloud server, connected to WordPress, Google Ads, Meta and Analytics, and taking tasks over Telegram.

When Muse opens in Israel we'll test it ourselves. If it suits some of your tasks, we'll say so.

Frequently asked questions

What is Meta's Muse?

Meta's Muse is a personal AI agent launched on September 8, 2026. Unlike a chatbot, it carries out tasks: it works on a dedicated virtual computer in the cloud, uses a browser, fills in forms and connects to the apps you choose. Before sensitive actions, such as an email or a purchase, it asks for your approval. It is built on Meta's Muse Spark language model.

How much does Muse cost?

According to Meta's help page, you can use Muse for free with a usage limit that resets. There are two paid plans: Power at $20 a month and Max at $100 a month, each with a larger weekly usage allowance. Muse for Small Business is also free for most uses. As of October 6, no price change has been announced.

Can I use Muse in Israel?

As of October 6, 2026, no. Muse is not yet available in Israel: it works only in the US and Canada, and Meta has not announced a date for expansion or a list of languages. You can check the app store or muse.ai. We don't recommend getting around the restriction, because according to Meta you need to be in a country where the service is available.

What is Muse for Small Business?

A version of Muse for small business owners, launched on September 29, 2026 in the US and Canada. It connects to tools like Shopify, Stripe, QuickBooks, Slack, Canva and Asana, and also to Facebook Pages, Instagram professional accounts and Meta ad accounts. According to Meta, nothing is published, sent or costs money without the business owner's approval.

Does Muse collect information on people who don't use it?

According to reports from early October, in Gizmodo and Cybernews, Muse's instructions tell it to build a page on every person in the user's life, including relationship, recurring topics and important dates. This could include people who never signed up. Meta says an agent needs context to be useful, and that the information is kept on the user's dedicated machine.

What are Muse Gadgets and Muse Charm?

Muse Gadgets is an open-source project Meta launched on October 2, 2026, for building hardware that connects to Muse, based on ESP32 or Linux. Alongside it came Muse Home Link, a home adapter given free to subscribers in the US only. Muse Charm is a pocket device for talking to Muse, introduced at Meta Connect. Price and launch date have not been officially announced.

Sources

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