Meta's Muse AI Now Phones US Businesses for Paying Subscribers

Meta's Muse AI agent can now call US businesses on its users' behalf — booking reservations, scheduling appointments or simply waiting on hold — but only for subscribers who pay at least $20 a month. Chief AI officer Alexandr Wang confirmed the rollout on X on Nov. 12, writing that the feature is "out now to paid subs in the US."

Wang pitched the capability for "all those calls you don't want to make": the cable company, the DMV, or a restaurant that refuses online reservations. That's the target. Drudgery, not diplomacy.

How much does Muse calling cost?

Muse subscriptions start at $20 a month for 500 million tokens a week. Heavier users can pay $100 a month for 3 billion tokens. Meta says the agent now has more than 10 million users, though the company hasn't broken out how many of those are paid.

The calling feature follows a fast cadence of Muse updates. Meta began testing the phone capability in September with early adopters who had requested access. Real-time voice chats arrived Nov. 5, and the Muse Ember model followed on Nov. 9. Calling itself stays paid-only.

One adjacent feature will soon reach free users: Muse's own email address. Wang said users will be able to copy the agent into messages without handing over full inbox access. The email perk goes free; the phone stays behind the paywall.

Does Muse tell businesses it's an AI?

Here's where it gets awkward. Meta has published no details on how Muse identifies itself on calls. In a recording shared by early tester Matt Schlicht, the agent said it was calling on the user's behalf and transcribing the call — but never explicitly stated that it was an AI.

Schlicht's agent called a Volvo dealership to book an appointment, then sat on hold for 15 minutes. The machine outlasted the queue. That's the sales pitch in miniature.

The identification gap matters commercially. As TechCrunch noted, many businesses and receptionists hang up the moment they realize an AI is on the line — a receptionist who detects the agent and drops the call wastes the user's tokens and the feature's value. Meta hasn't said whether it plans to change the disclosure behavior.

Who else is dialing?

Muse isn't alone in the phone queue. Google's Gemini offers similar calling options, and the startup Instinct does too, according to TechCrunch. Meta's differentiators are scale — those 10 million-plus users — and the bundling of calling with an agent that also handles voice chat, email and the newer Muse Ember model.

The competitive question now is disclosure. If businesses increasingly screen out AI callers, the agent that navigates that hostility — or is upfront about what it is — keeps completing calls that rivals can't. Wang's Nov. 12 announcement puts that test in every paid subscriber's hands.