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Meta has spent years giving things away for free. Now it wants you to pay $20 a month for a personal AI that books your dinner reservations and fills out your forms while you go do something else.
That pivot from free-everything to subscription AI is what has Wall Street talking. Goldman Sachs issued a note on September 13 reiterating a Buy rating on Meta stock, setting a price target of $725. At the time, Meta shares were trading around $648, putting Goldman’s target at roughly 12% upside.
What Muse actually does
Meta launched Muse on September 8, 2026, making it available across iOS, Android, the web, and WhatsApp. The product runs on the Muse Spark 1.3 model and is designed to operate as a proactive AI agent rather than a reactive chatbot.
Muse is built to go out and do things: browse websites, submit forms, complete purchases, and coordinate tasks inside a secure virtual environment without you lifting a finger.
The pricing follows a freemium structure. There is a free tier offering 100 million tokens per week, a Power plan at $20 per month covering 500 million tokens, and a Maximum plan at $100 per month for 3 billion tokens. Meta AI chief Alexandr Wang has signaled that most users are expected to stay on the free tier, with the paid plans designed primarily to cover compute costs rather than drive immediate profit margins.
The math Goldman is working with
Goldman’s bullishness is partly structural. The bank highlighted Meta’s distribution capabilities as a competitive advantage that few AI rivals can match. Meta already reaches billions of people across Facebook, Instagram, and WhatsApp.
Independent estimates suggest that 10 million paying subscribers would generate roughly $2.4 billion in annual revenue, assuming a blend of the $20 and $100 monthly tiers. For context, Meta’s total revenue in Q2 2026 came in at nearly $60.8 billion, with advertising accounting for approximately 98% of that figure.
Wedbush Securities maintained a Neutral rating while raising its price target to $650, estimating that Muse subscription revenues could reach around $5 billion by 2027. Wedbush framed that figure as roughly 1.5% of Meta’s total expected revenue at that point.
Goldman also cited a recent legal settlement alongside the Muse launch as dual catalysts for Meta shares.
Why this moment matters for Meta’s broader strategy
The $100 per month Maximum plan requires a level of daily reliance on the product that most consumers have not yet demonstrated for any AI tool.
Wedbush’s $5 billion projection for 2027 implies a level of paid adoption that would be genuinely impressive by any benchmark in consumer software.
Goldman’s framing of Muse as a signal that the industry is shifting from passive chatbots to proactive agents is worth sitting with. The companies that lock in users during the early adoption phase tend to hold those users for a long time, because switching costs accumulate with every task the agent learns to handle on your behalf.
Disclosure: This article was edited by Editorial Team. For more information on how we create and review content, see our Editorial Policy.
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