Over 10 Million People Set Up Meta's Muse Agent: What It Means for .si Buyers

What Meta announced

Meta's third quarter 2026 earnings call, published as a transcript by The Motley Fool on Yahoo Finance, was mostly about one product: Muse, its personal agent. Mark Zuckerberg said that in just a month and a half, more than 10 million people in the US and Canada have set up Muse personal agents.

He also said about 25% of people who've set up Muse use it on any given day, and that Muse has been number 1 in the App Store almost every day. In the same period Meta shipped Muse Wonder, its first frontier model.

The wording is what caught my eye. Zuckerberg described these launches as milestones "towards our goal of delivering personal superintelligence to everyone". His pitch was simple: "I want to help every person have an extremely capable personal agent that understands your goals and can help you achieve them".

Shopping is the first big use

The most common use case for Muse is shopping. Zuckerberg said more than 25% of people using Muse engage in it, with an average purchase size of over $200. In the first week, Meta had to work with Stripe to raise credit limits because volumes were above what anyone expected.

The business model follows from that. For most people Muse should be free, and Meta will build commerce tools so it's paid a fee on the transactions it helps facilitate, which it expects businesses to pay. People who want the most advanced models or extra tokens can subscribe, and so can businesses that want extra features. "We expect to grow Muse to serve billions of people," he said.

That's a lot of money moving through an agent that didn't exist a few months ago, and it's why I think the agent economy is the story to watch.

Agents are where domain demand is moving

Meta's numbers line up with registration data from Hostinger, reported by Compare the Cloud on 15 October. Hostinger analysed more than 6.2 million registrations between October 2025 and September 2026. AI-related names grew just 1.5% from April to September, against 6.7% for registrations overall.

The vocabulary isn't dying, it's shifting. Names containing "agent" rose 14.6% and those containing "agentic" rose 16.7%. ICANN's list of applications for new extensions, published on 7 October 2026, has .agent tied for the most contested string in the round with 13 applicants. All proposed extensions are still awaiting evaluation.

"The AI boom isn't over, it's changing shape," said Klaudijus Januitis, Head of Domains at Hostinger. Meta's Muse figures give that shape a concrete face: an agent people use daily and spend money through.

Washington says SI, Meta says superintelligence

Here's the wrinkle for .si buyers. In the transcript I read, Meta talks about "personal superintelligence", written as one word, and about agents. It doesn't use the short form SI.

The US government does. Trump's Super Intelligence Force held its first official meeting and formally adopted its charter, which starts a 120-day window, The Next Web reported. Its leaders told companies: "Our message to all SI companies is clear: delayed notification, inadequate corrective action, and a failure to take responsibility will not be tolerated." A White House official said the force "stands ready to ensure implementation of the Accord and continued U.S. leadership on SI".

The meeting didn't discuss any new laws or rules, according to a White House account cited by Bloomberg. So the policy side keeps saying SI, while the biggest consumer launch in my sources speaks in terms of agents. A .si name sits between the two. That's fine if your words are generic, but it's a reminder that the ending alone won't sell a product.

What the .si numbers actually show

Hostinger's customers registered almost 35,000 .si domains in two weeks after the 29 September executive order. Only about 3% contain explicit AI terms, while 13% are short names, which Hostinger takes as demand for the ending itself. Hostinger also notes that registrations don't prove every name became a launched business, or that a trend will last.

That last point is the honest one. Most .si names bought in this rush are speculation, and the .si aftermarket is small. I don't hold any names with "agent" in them, and if .agent is approved one day, it could become the obvious home for agent products. You shouldn't ignore that risk.

Names that describe what agents do, rather than the word itself, are where I'd look:

• aimarket.si ($4,500): the .com is listed at $594,888 and the .ai at $47,995, with 12,100 searches a month. Muse's shopping figures are the kind of agent commerce this name describes.
• webbrowser.si ($5,000): 165,000 searches a month worldwide, the .ai asks $48,900 and the .com has been held since 2002. It's the plain category name for browsers that act for you.
• aiprompts.si ($5,500): over 200,000 searches a month for the exact phrase, a US cost per click above $2, and a .ai twin asking $44,500. The .com has been held since 2018.
• greatmind.si ($2,000): 33,100 searches a month, a .com listed at $500,000 and a .ai for sale at a price on request. It reads as a name for a reasoning model, tutor or mentor.

Should you buy a .si name because of this?

Not because of Meta alone. Muse is evidence that agents are real products with real spending behind them, but it says nothing about .si. If you're building an agent product and the .com of your words is available at a fair price, buy the .com. It's still the stronger name.

A .si makes sense only when the .com and .ai are taken or priced out of reach, and only for plain generic words. Don't buy a .si that copies Muse or any other company's brand. Run the three-question test:

1. Is the .com and .ai taken? If either is free or cheap, buy that first.
2. Is it a generic name and not a brand? Category words like web browser or AI market, yes. Someone else's product name, no.
3. Do people search for it? Check monthly search volume. If nobody types the words, the ending won't save it.

If a name passes all three, a .si can be a cheaper way in. If it fails any one, you'll do better keeping your money. You can see every name I sell at aidomains.si.

Names from this store that pass the test

Questions

Sources

1. Yahoo Finance (The Motley Fool transcript), 2026-10-21
2. Compare the Cloud, 2026-10-15
3. The Next Web, 2026-10-16

This post was researched and drafted with AI help from the sources above, then checked by me before publishing. Facts are as reported on the dates shown.