Why Meta shares rose almost 30% in September and whether it is possible to make money on further growth?

Why did Meta shares rise almost 30% in September, and is it possible to profit from further growth?

Meta Platforms shares, which owns Facebook, Instagram, and WhatsApp, were among the most notable leaders of the US tech market in September 2026. At the beginning of the month, the stock traded at around $558, and by September 30 it rose by 30% to $725.18. What sparked investor interest in these shares, and how can one profit from this?

### Main Growth Drivers

Just a few months ago, one of the key questions for investors remained whether Meta's huge spending on artificial intelligence would pay off. The company plans to bring capital expenditures, including the construction of data centers and the development of computing infrastructure, to $130–145 billion in 2026.

However, in early September, Meta introduced Muse, a new AI agent. Unlike a regular chatbot, it can not only answer questions, but also perform practical tasks: manage email, book trips, fill out forms, and execute individual actions on the Internet. Free and paid plans priced at $20 and $100 per month are available for users.

This became an important growth driver for the company's shares. Previously, the market mainly viewed artificial intelligence as a tool to improve advertising and recommendations. Now, an opportunity has emerged to build a separate multi-billion-dollar business around an AI assistant. In just the first 12 days after launch, Muse received 2.8 million downloads in the US and Canada. JPMorgan analysts noted strong initial demand and Meta's potential advantage due to its huge user base.

At the same time, the company's core business remains highly profitable and continues to grow revenue. In the second quarter of 2026, Meta generated $60.8 billion in revenue — 28% more than a year earlier. The number of ad impressions increased by 14%, and the average price per ad increased by 12%. Advertising revenue gained 27%.

Another catalyst was the September Meta Connect event. The company showed a new line of AI glasses and announced that it will integrate Muse into its glasses so that the user can interact with the AI agent without a smartphone. Meta also presented new VR glasses and additional devices for working with Muse. Against this background, analysts began raising price targets. For example, Wells Fargo raised its target for Meta from $640 to $796.

Thus, if you had bought $1,000 worth of Meta shares at a price of about $557 at the beginning of September, you would have received a 30% profit by the end of the month. Using a conservative x3 multiplier, your income would have been $900.

### What will happen to Meta shares next, and how to make a profit?

Further growth of the company's shares will depend not so much on the launch of Muse itself, but on Meta's ability to prove that AI is indeed capable of bringing the company additional billions of dollars. However, given investor sentiment and analyst forecasts, continued growth can be expected.