Meta announced on November 12, 2026 that its consumer AI agent Muse can now place phone calls to U.S. businesses, but only for paid subscribers. The feature was tested in September and is being rolled out to all paying users, with subscription plans starting at $20 per month for 500 million Muse tokens per week or $100 per month for 3 billion tokens. Muse now serves over 10 million users and the new capability lets the AI handle tasks like calling cable companies, the DMV, or restaurants on behalf of users.
The rollout puts Meta in direct competition with Instinct and Google Gemini in the emerging AI‑driven voice‑call market, potentially reshaping how consumers interact with customer service. As AI voices become harder to distinguish from humans, businesses may need to adapt call‑center workflows and authentication processes to mitigate fraud and maintain service quality.