For years, a Google Business Profile has been a must for any business that wants to be found. On November 10, 2026, OpenAI launched its conversational counterpart: Businesses in ChatGPT, in beta. You can now claim your business in ChatGPT, correct the information the AI displays about you and, for the first time, access official data on your visibility in its answers.
With 1.2 billion weekly users claimed by OpenAI, this is no gimmick. Read on for everything you need to know about Businesses in ChatGPT.
What is the ChatGPT Business Hub
The ChatGPT Business Hub is the free dashboard that lets a business manage its presence in ChatGPT. It lives at chatgpt.com/business-hub and does three things:
- claim and update your business profile
- view visibility stats in the AI’s answers
- create a Business Agent (where available)
It opened in beta on November 10, 2026. It is available to eligible businesses wherever ChatGPT is available, with some restrictions for local businesses. It should not be confused with ChatGPT Business, which is the paid plan for using ChatGPT at work. OpenAI describes this launch as a first step and plans to expand the service to more markets and business categories, with no timeline announced.
Businesses in ChatGPT dashboard
The three functions of the Business Hub
Claim and update your profile
Once verified, you can update your key details and add a product feed with prices and availability, much like in Google Merchant Center.
Shopify merchants can connect their store directly: a good opportunity to polish their catalog with Shopify SEO.
Track your visibility stats
Mentions in ChatGPT answers, clicks to your website and the topics of the conversations where you appear, over 7 and 28 days.
Conversations stay private, and figures only show up above a certain activity threshold.
Create a Business Agent
An AI assistant that answers customer questions about your products and services, in a separate, clearly labeled conversation.
It can't take orders or bookings yet.
How it connects to ChatGPT Ads
A business can sponsor its Business Agent and use it as the destination for its ChatGPT Ads campaigns. In practice, someone who clicks on your ad no longer lands on a landing page: they go straight into a conversation with your brand’s agent.
This format builds on “Sponsored Agents,” tested since September 16, 2026 with selected US advertisers. Sponsored placements are labeled and kept separate from ChatGPT’s answers. OpenAI also states that paying for ads does not change how often ChatGPT recommends a business. Organic and paid visibility therefore remain two separate levers, which we bring together at Keyweo under GEA (Generative Engine Advertising).
Pricing and access outside the US 🌍
Here’s what to know before you get started:
- Free for now: according to Digiday, the Business Hub and Business Agents are free at launch, with no guarantee this will last. ChatGPT Ads campaigns are billed separately.
- Open in Europe, in principle: the Business Hub is available to eligible businesses wherever ChatGPT is available, Europe included.
- A cautious beta: according to PPC Land, a business outside the US was put on a waitlist on launch day.
- A limit for local businesses: stores and restaurants can currently only claim an existing US listing.
- No Business Agent outside the US: it remains limited to eligible US e-commerce and online service businesses.
- Claim without waiting: it’s better to try claiming now, even if you end up on a waitlist, than to find out later that someone else has claimed your name. Barry Schwartz (Search Engine Roundtable) has already raised this concern publicly.
- Check before you publish: according to Kingy.ai’s guide, a published profile could not be deleted or hidden, even by contacting support.
What the Business Hub doesn’t tell you
The Business Hub is real progress, but it doesn’t replace a full analysis of your visibility across AI tools. Here are its current limits:
❌ Mind the wording: “mention” doesn’t mean what you think here. OpenAI counts a mention when ChatGPT references your business’s website and, for local businesses, when it shows a result for your location. In GEO, however, a reference to a source is usually called a citation, while a mention is simply the brand name appearing in the text, without a link. This has two consequences:
- OpenAI’s figure isn’t directly comparable to the one in your tracking tools, since they don’t count the same thing;
- an answer where ChatGPT talks about you without linking to your site might not show up in this dashboard, even though it is real visibility.
❌ Only one AI covered: it only measures ChatGPT. Nothing on Gemini, Perplexity, Claude or Google’s AI Overviews.
❌ No visible prompts: you don’t know which questions trigger your mentions.
❌ No view of your competitors: there’s no way to see who gets cited instead of you.
❌ Clicks to cross-check: OpenAI states that the clicks shown confirm neither visits nor conversions. You need to cross-reference them with your analytics tool.
❌ A mention isn’t worth a click: the ratio of mentions to clicks observed so far varies widely from case to case, and OpenAI publishes no benchmark. Treat it as a metric to build on your own data over time, not as a benchmark to compare against others.
❌ Below a certain threshold, you see nothing: data only appears above a minimum level of activity. Many SMBs will open the dashboard and find no figures at all. That doesn’t necessarily mean zero visibility; the threshold may simply not have been reached. It’s a nuance to explain to clients before they discover it on their own.
❌ No history: the time windows are rolling, so older data drops out. Export it at regular intervals from day one: whatever you don’t save is lost.
This is exactly where third-party tools keep their value. Our GEO audit, for example, measures your visibility, your competitors and the sources cited on ChatGPT, Gemini, Perplexity and Claude, based on specific prompts.
🎯 What it changes for your strategy
1. A real, official GEO KPI.
Until now, visibility in AI answers could only be measured with third-party tools and simulated prompts. For the first time, OpenAI provides its own mention and click data. It’s a metric to add to your reporting now, alongside your GEO data.
2. A profile to look after like your Google listing.
Claiming your profile, keeping your information up to date and maintaining a clean product feed become basic tasks, just like optimizing your Google Business Profile in local SEO. For an online store, catalog quality (titles, prices, availability) directly affects what ChatGPT can display, which ties into the groundwork of e-commerce SEO.
3. A new ad format to get ready for.
Sponsored agents are still limited to the US, but expansion has been announced. Advertisers who learn early how to design a compelling agent, rather than a simple landing page, will get ahead.
Where to start?
Five steps to take action now:
1️⃣ Claim your profile: go to chatgpt.com/business-hub, or use the ChatGPT app in your Shopify admin if your store is hosted there.
2️⃣ Prepare for verification. Claims are confirmed by phone, email, a DNS record on your domain or a Shopify connection. This is followed by an identity check through Persona, which grants the verified profile badge. This is the step that blocks the most businesses: get your DNS access and a valid ID ready in advance.
3️⃣ Check whether your profile already exists. If your business has been claimed by someone else, don’t publish anything and report it to OpenAI right away: the longer you wait, the harder it is to fix.
4️⃣ Review every detail before confirming. A published profile could not be deleted or hidden.
5️⃣ Track your mentions and discovery topics over time. Add them to your reporting as a new visibility KPI.
🏅 Complete the picture by measuring across all AI tools. Cross-reference this data with an analysis of ChatGPT, Gemini, Perplexity and Claude for the full view.
Want to know where your brand stands in ChatGPT and other AI tools?
FAQ - Businesses in ChatGPT
The Business Hub is the free management space for Businesses in ChatGPT, launched by OpenAI on November 10, 2026. A business can claim its profile there, edit its key details, add a product feed and view its visibility stats: mentions in ChatGPT answers, clicks to its website and the topics of conversations where it appears. It is available at chatgpt.com/business-hub.
The two names are similar but refer to two different products. ChatGPT Business is a paid plan that lets your teams use ChatGPT at work. Businesses in ChatGPT is for managing how your business appears to ChatGPT users. Claiming your profile doesn’t require a ChatGPT Business subscription, even though the Business Hub promotes it.
Yes, for now. According to Digiday, the Business Hub and Business Agents are free at launch, with no guarantee this will be permanent. Only ChatGPT Ads campaigns are billed, separately.
Go to chatgpt.com/business-hub, search for your business, then confirm your claim by phone, email, a DNS record on your domain or a Shopify connection. An identity check through Persona follows, which grants the blue verified profile badge. Shopify merchants can also use the ChatGPT app from their admin. Review every detail before confirming: according to Kingy.ai’s guide, a published profile could not be deleted.
The principle is the same: claim your profile, control your information and measure your audience. A Google My Business listing, now Google Business Profile, makes you visible in Google Search and Maps. Businesses in ChatGPT works on ChatGPT’s conversational answers and adds the Business Agent, which lets people chat directly with your brand. The two complement each other: your ChatGPT profile doesn’t replace your local SEO work.
Claiming your profile is a first step, but OpenAI states that it doesn’t guarantee better rankings. Being visible on ChatGPT depends mostly on the content and sources the AI relies on to build its answers. That’s what GEO (Generative Engine Optimization), or AI search optimization, is all about: working on your content, your citations on third-party sites and the consistency of your information, on ChatGPT and other AI tools alike. To see where you stand, a GEO audit measures your visibility on ChatGPT, Gemini, Perplexity and Claude.
Advertising on ChatGPT goes through OpenAI’s ad platform, ChatGPT Ads, available in 89 countries as of October 2026 according to OpenAI. With Businesses in ChatGPT, a business can also sponsor its Business Agent and use it as the destination for its ads: instead of landing on a landing page, users enter a conversation with your brand. OpenAI states that paying for ads doesn’t change how often ChatGPT recommends a business. Organic and paid visibility are therefore two separate levers, which we manage together through GEA.
A Business Agent is an AI agent built by a business from its products, services and instructions. It answers customer questions in a separate conversation, clearly labeled as a brand’s. It must identify itself as an AI and can’t take orders yet. For now, it is limited to eligible US e-commerce and online service businesses.
In principle, the Business Hub is open to eligible businesses wherever ChatGPT is available, Europe included. The beta remains cautious: according to PPC Land, a business outside the US was put on a waitlist on launch day. The Business Agent, however, is not yet available to businesses outside the US.
