Meta's Muse AI agent can now place outbound phone calls to US businesses on behalf of its users, but only for paid subscribers. Meta's chief AI officer Alexandr Wang announced the rollout on X on November 12, after a test that began in September. TechCrunch reported the launch the same day.
What changed and who can use it
Calling was previously limited to selected early adopters who requested access. Now any paying Muse subscriber in the US can use it. TechCrunch's examples include calling insurers, cable companies, the DMV and restaurants for reservations.
Wang pitched it as a way to hand off the calls people would rather not make. TechCrunch also reports that a Muse email address feature is coming to free users soon.
Per TechCrunch, Muse plans start at $20 a month for 500 million Muse tokens per week, with a $100 a month plan for 3 billion tokens. The feature is US-only. Meta has said Muse has more than 10 million users as of October.
- US businesses only
- Paid Muse subscribers only
- Tested since September 2026
Part of a wider shift to agent calls
Meta is not alone here. TechCrunch points to the startup Instinct and to Google's Gemini as offering similar calls placed for users, so agent-to-business calls are becoming a category rather than a one-off experiment.
For Meta, calling extends Muse beyond chat and shopping inside its own apps into the phone line, a channel many local businesses still depend on for bookings, quotes and support.
What businesses will experience
The article does not say whether Muse identifies itself as an AI on the call, whether calls are recorded, or whether businesses can opt out. TechCrunch notes that many businesses and receptionists hang up once they realise an AI agent is calling.
For advertisers who run call or lead campaigns, that means some inbound calls, including ones prompted by your ads, may now come from an agent acting for a real customer.
How to prepare
Brief your front desk or call team not to hang up automatically on AI callers: the person behind it may be a real buyer. Make booking details, hours and prices easy to confirm by voice, and log AI-placed calls separately so call-based conversion reporting does not get distorted.
What it means for you
- Some inbound calls to US businesses may now come from Muse on a customer's behalf
- Train phone staff to handle AI callers instead of hanging up
- Tag AI-placed calls separately in call-tracking and lead reports
- Meta has not said whether Muse discloses itself or offers a business opt-out
