Meta has put phone calls inside Muse, its consumer AI agent, for every paying US subscriber. Muse can now ring American businesses and handle the conversation for the user. TechCrunch reported the rollout on November 12.
Until now the capability sat behind a waitlist. Meta began testing it in September, and only early adopters who asked for access could use it. The gate is now a subscription instead of a request. Muse plans start at $20 a month for 500 million tokens a week, with a $100 tier offering 3 billion tokens for heavier users.
Alexandr Wang, who runs AI at Meta and leads its Superintelligence Labs, announced the launch on X. He pitched it around errands people dodge: insurance, the cable company, the DMV, and dinner reservations at restaurants without online booking. The pitch is deliberately dull, and that is the point. Meta wants Muse to be the app people open for chores, not only for chat.
Scale matters to that bet. Meta said last month that Muse has more than 10 million users. The company has not said how many of them pay, which is the number that decides how many people can use calling today.
Meta is late rather than first. According to TechCrunch, the startup Instinct already sells a similar calling option, and Google’s Gemini offers one too. Meta’s differentiator is distribution and price, not the capability itself. A $20 tier that includes calls undercuts the idea of a standalone calling product.
The harder problem sits on the other end of the line. TechCrunch notes that plenty of receptionists and businesses cut the call the moment they realize the caller is an AI agent. Voices that sound more human will blunt that reflex, but they also make it harder for a business to tell a customer from software acting for one. Meta has not said how Muse identifies itself on a call, or what it does when someone refuses to talk to it.
That gap is where reliability will be decided. A booking agent that gets hung up on half the time is worse than no agent, because the user still has to make the call, only later. Meta has published no success rates for completed calls, and none appear in TechCrunch’s report.
Calls remain paid-only for now. A separate feature, a Muse email address, was added recently, and Wang said this week it will soon reach free users. That ordering suggests Meta sees phone calls as the premium hook and email as the funnel.
For small businesses that take bookings by phone, the practical shift is quiet but real. Some share of their inbound calls will soon come from US Muse subscribers’ assistants, and front-desk staff will need a policy for them before the volume arrives.
Originally reported by TechCrunch (Sarah Perez) on 12 November 2026.
