Meta shares are having their best month in 13 years, with the price at its highest level since October. Is it too late to buy?

Shares of Meta, the company that owns Instagram and WhatsApp, soared 13% during trading on September 21. The stock price hit its highest level since last October. Overall, the stock has posted its best monthly performance in 13 years in September following the launch of the new AI assistant, Muse, MarketWatch noted. The success prompted Wells Fargo to raise its price target for the company’s stock by a quarter.

Meta's stock price rose as much as 13.2% at its peak on Monday, reaching $753. This is the highest price since October 29, 2025. The stock closed up 11.4% at $741.25. Since early September, the stock has risen nearly 30% and is on track for its best monthly performance in 13 years, according to MarketWatch. Moreover, the shares have gained 43% compared to their 52-week (approximately one-year) low, which was reached in March.

The AI agent Muse, which the company launched on September 8, rose to the top spot among free apps in U.S. app stores for iOS (Apple) and Android (Google) on September 21, according to Bloomberg. In the six days following the agent’s release, it was downloaded more than 902,000 times, the agency notes.

In addition, the U.S. bank Wells Fargo raised its price target for Meta shares from $640 to $796, according to Yahoo Finance. This implies a further 7.4% increase in the stock price following Monday's rally.

Meta’s recent successful launches of AI models, including the latest version of Muse Spark and the Muse assistant, show that the company “now has something to tell” investors about its capabilities and products in the field of artificial intelligence, explained Ken Gavrelskey, an analyst at the bank.

Wells Fargo raised its price target for Meta shares ahead of the Meta Connect conference, which will take place on Wednesday, September 23. CEO Mark Zuckerberg is expected to discuss the company’s future plans at the event, both in the field of artificial intelligence and in the wearable devices segment, according to Yahoo Finance.

“It looks like Meta has managed to create a real hit with Muse,” wrote analysts at Evercore ISI in a note cited by Bloomberg. According to them, this is “a very clear sign of successful product innovation” and evidence that Meta’s $200 billion investment in AI has not been in vain. Current trends in user activity point to “a potentially very powerful new driver of Meta’s service usage and user engagement,” and may also open up “significant new monetization opportunities for the company through advertising, subscriptions, and a share of transaction revenue,” according to Evercore analysts.

Wall Street is optimistic about the AI developer’s prospects: of the 66 analysts tracking Meta’s stock, 60 recommend buying it, according to MarketWatch data. Another five analysts recommend holding the stock in their portfolios. The average price target is nearly $754 per share, which is 1.8% higher than the closing price on September 21.

Muse specializes in handling multi-step tasks: it can retrieve data from various accounts, fill out web forms, conduct negotiations, and make online purchases. Users can contact the agent through the Muse app or WhatsApp.

Amazon has even blocked Meta's bot on its marketplace because its automated actions prevent the retailer from getting ad impressions from users.

This article was AI-translated and verified by a human editor