Meta rarely tops the list when people talk about the most prominent AI products today, but the company’s tools are still riding the wave of growing interest in the technology. During its first-quarter earnings call on Wednesday, Meta revealed that its business AI tools now support roughly 10 million conversations each week as of late March, a sharp increase from 1 million at the start of the year. This surge follows the company’s recent expansion of its business AI assistant beta program across the U.S., EMEA, APAC, and LATAM.

Currently, Meta isn’t charging for its business AI tools, offering them free to small businesses to build scale. However, CEO Mark Zuckerberg hinted that this could change soon. “Business AIs today are currently free for most businesses on our messaging apps, but as we make more progress, we expect that we will also work towards establishing a longer-term monetization model,” he said during the call. Meta has been weaving AI capabilities into its suite of business products across its platforms, and it’s powering these tools with its new large language model, Muse Spark—the first released under the Meta Superintelligence Labs division established last year.

The company noted strong adoption of its creative AI tools during the quarter. CFO Susan Li reported on the call, “Usage of our ad creative tools is also scaling, with more than 8 million advertisers using at least one of our GenAI ad creative tools, and particularly strong adoption among small and medium-sized businesses. These tools are benefiting performance as well, with advertisers using our video generation feature seeing more than 3% higher conversion rates in tests.” Additionally, Meta is launching the open beta of Meta Ads AI Connectors this week, allowing advertisers to link their Meta ad account to an AI agent.

Zuckerberg highlighted that the company’s apps generated $885 million in revenue for the quarter, driven largely by demand for paid messaging on WhatsApp and app subscriptions. Earlier this month, Meta began testing a WhatsApp Plus subscription, which offers users custom icons, themes, and notification sounds. Overall, Meta reported a profit of $26.8 billion for the first quarter, up from $16.6 billion a year earlier, with revenue reaching $56.3 billion—a 33% increase year over year.