Until November 10, 2026, what ChatGPT said about your business depended on what it found on the web and nothing else. There was no place to fix a wrong detail and no way to know whether it was recommending you. That day OpenAI opened Businesses in ChatGPT in beta, and for the first time a company can claim its profile inside the assistant.
It is a beta, with several pieces limited to the United States and rules that are still moving. This guide pulls together what OpenAI confirmed in its announcement and what VentureBeat and PPC Land reported in the first days, and turns it into what a brand can do today, including brands in Latin America.
What Businesses in ChatGPT is
Businesses in ChatGPT is OpenAI’s program for companies to manage how they show up in ChatGPT. It has three parts: Business Hub, where you claim and edit your profile; Insights, which shows aggregated mentions and clicks; and Business Agents, a brand’s own agent inside ChatGPT. Claiming a profile is free at launch.
| Part | What it does | Who can use it at launch |
|---|---|---|
| Business Hub | Claim and verify the profile, edit key details and add products with price and availability | Eligible businesses with a website, in countries where ChatGPT is available |
| Insights | Mentions, profile views, website clicks and discovery topics, over 7-day and 28-day windows | Verified profiles, only above an activity threshold |
| Business Agents | An agent that answers questions about your products and policies, in a separate, labeled chat | Eligible US ecommerce and online service businesses |
Business Hub: the profile
This is the business listing. Once verified, you can update key details and add a product feed with price and availability, which ChatGPT may use in its answers. If you sell on Shopify, you can connect the store and the catalog syncs on its own. Profiles managed by the business itself get a blue checkmark.
Insights: mentions and clicks
It is the closest thing to a Search Console for ChatGPT, but a lot more spare. It shows aggregated data and never conversations: OpenAI says it does not share users’ chats, or their chats with your agent, with the business. It has fine print, which is why we cover it in detail below.
Business Agents: the brand’s own agent
This is an agent the business builds with its own instructions, documents and catalog. Users open it from the business profile in a ChatGPT answer, and the conversation happens in a separate chat labeled as the business’s agent. The purchase happens on the brand’s own site. The same agent can also serve as the destination of a ChatGPT ad, which for now is a limited test with selected advertisers.
How to claim your business in ChatGPT, step by step
To claim your business in ChatGPT, you go to chatgpt.com/business-hub, find or add your business, prove it is yours and pass an identity check. The order matters because, for a new profile, approval publishes it automatically. Have your details ready before you start, not after.
- Gather what you will be asked for. Your website (required), the business phone and email, access to your domain’s DNS, a government ID and your company registration details.
- Sign in with the account that will manage the profile. Log in to ChatGPT with the right work account and open chatgpt.com/business-hub. People who have been through it warn that moving the profile to another account later is not trivial.
- Find your business or add it. If a listing already exists, select it. If not, create one, and the form asks how customers buy from you: at a physical location, through an online store or through a service.
- Prove the business is yours. Depending on the case, with a code sent to the business email or phone, with a TXT record in your domain’s DNS, or by connecting your Shopify store.
- Wait for the review. OpenAI reviews the claim, may ask for more information and emails you its decision. While it is under review, you can withdraw it. OpenAI does not publish how long this takes.
- Verify your identity with Persona. This is a separate step, required to edit the profile, see Insights or publish an agent. Persona asks for a government ID and your company registration details. The blue checkmark only appears once this step is approved.
Who can use it today, inside and outside the US
Any eligible business with a website, located in a country where ChatGPT is available, can claim its profile. Eligibility depends on industry, location and OpenAI’s verification checks. Business Agents, on the other hand, launch only in the United States. In practice, each type of business is at a different point.
If you sell online
This is the case with the most to do today. You can claim the profile, verify it and, once Persona approves you, add products and see Insights when there is enough volume. If your store runs on Shopify, connecting it is the shortest path; on any other platform, DNS verification is the cleanest option. One caveat for brands in Argentina, Mexico, Peru or anywhere else outside the US: PPC Land reported that at least one non-US claim went to a waitlist on launch day, so access may not be immediate. And the brand’s own agent is not available outside the United States yet.
If you have physical locations
For now, local stores and restaurants can only claim listings that already exist in the United States. A store in Buenos Aires, Monterrey or Lima has no path of its own yet. What you can do is keep your address, hours and phone number identical on your site and in every directory where you appear.
If you sell services
In the test Tilio published from the UK on launch day, the “through a service” option was marked as coming soon. Online services are part of the agent beta, but only in the United States. For an agency, a consultancy or a studio, today’s work is making sure your site explains clearly what you do, for whom and in which countries.
What Insights shows, and what it does not
Insights shows four aggregated numbers, over 7-day and 28-day windows: mentions, profile views, website clicks and discovery topics. Data only appears once it passes a minimum activity threshold that OpenAI has not quantified, so a small profile may see an empty dashboard for a while.
The fine print is in the definitions:
- Mention. For an online business, it only counts when ChatGPT cites your website; naming your brand is not enough. For a local business, showing the location is enough.
- Clicks. These are clicks on links from ChatGPT, not confirmed visits or sales. OpenAI’s own help content says so.
- Discovery topics. Common themes across the conversations where your site comes up, with no access to individual questions.
- What it leaves out. The conversations, any comparison with competitors, and which source ChatGPT used for each detail.
To measure real impact you have to cross these numbers with your analytics: traffic from ChatGPT usually shows up in GA4 with chatgpt.com as the source. It is the usual problem with a new channel, which is why it pays to have your attribution model sorted out first.
Claiming the profile does not make you show up
OpenAI is blunt about it: claiming a profile does not guarantee better placement or more sales, and ChatGPT will keep making independent recommendations. And since, for an online business, a mention only counts when ChatGPT cites your website, the profile does not replace your site. It depends on it.
That makes the launch a good moment to review the basics. It is the layer we explain in our answer engine optimization guide, applied to this case:
- Let OpenAI’s crawler in. OAI-SearchBot is the bot OpenAI uses to surface websites in ChatGPT search. Check that your robots.txt does not block it, and that your firewall or CDN does not block it by default either.
- Put the facts in text. What you sell, which countries you ship to, payment methods, delivery times and return policies, in readable HTML rather than inside an image or a PDF.
- Declare what you show. Structured data for your organization, products and FAQs, always consistent with what the page says.
- Use the same details everywhere. The same name, phone number and address on the profile, on your site and in directories. A model that finds two versions of a fact does not know which one to believe.
What we would do this week
If you sell online, claim the profile now. It is free, OpenAI does not say how long the review takes, and the Insights dashboard needs volume to fill up, so every week you wait is a week without data. If you have physical locations or sell services, there is little to claim yet, but the work on your site pays off anyway and leaves you ready for when the program opens up: OpenAI has already said it will add markets and categories over time.
At Hyppo we help brands put that foundation in order, from the website to measurement, as part of our AI marketing automation work.