TechCrunch’s Equity podcast asked whether Meta’s AI Tamagotchi bet is working. The app half looks strong: Muse has been No. 1 on the US App Store since 18 September, three analytics firms put downloads at 2.3 million to 4.3 million, and Apptopia says it beat ChatGPT’s first 12 days. The Muse Charm device does not ship until December. We test the numbers, compare Meta’s Threads launch, explain the transaction-fee model and score the bet against the evidence.
On 17 September 2026 two rival text-based assistants turned on outbound phone calls within hours of each other. Instinct announced Instinct Concierge, a white-glove tier that books restaurants without online reservations, joins cancellation lists and disputes bills. Meta’s Muse, nine days old, opened calls to United States businesses, rolling the beta out first to users who had asked their assistant for it. This article covers what each company shipped, the funding and download numbers behind the race, and the disclosure, authority and recourse questions neither announcement answers.
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