Businesses in ChatGPT: what it is, how to claim your business and what works outside the US

What you get from this article

• Business Hub sits in the ChatGPT sidebar and is used to claim the profile, correct details, connect a product catalog and see insights.
• Claiming works where ChatGPT is available and verification is supported. Local stores and restaurants can, for now, only claim an existing US listing.
• The Business Agent only serves ecommerce and online service businesses in the US, and it does not sell, book or check orders: it explains and links to the website.
• To edit details, see insights or create an agent, the administrator goes through identity verification with Persona, with an official ID and business registration.
• Insights cover 28 days. For an online business, a mention only counts when ChatGPT cites the website; the brand name alone does not count.
• OpenAI says it plainly: claiming does not guarantee more visibility, and advertising does not influence independent answers.
• Whoever claims the business can give an agency access to manage the profile and the agent.

What Businesses in ChatGPT is

Businesses in ChatGPT is a set of tools OpenAI launched on 10 November 2026, in beta, so businesses can take part in what ChatGPT says about them. The entry point is Business Hub, a dashboard inside ChatGPT itself, opened from the sidebar. OpenAI frames the launch around the size of the audience: 1.2 billion people use ChatGPT every week, according to the announcement.

The feature has three parts. The first is claiming the profile, which lets the business correct and complete its own details. The second is insights, aggregate figures on how often the business was cited and clicked. The third is the Business Agent, an AI agent that talks to customers on the business's behalf, separate from the main ChatGPT conversation.

ChatGPT already showed businesses before, building answers from websites and other sources. OpenAI makes clear that this continues: a business can appear with or without a claimed profile and with or without an agent. What changes is that it now has an official channel to send its own version of the facts.

What works outside the United States

The general rule in the announcement is that any eligible business located where ChatGPT is available can claim its profile. The help center adds detail: availability depends on the business's location and type, and the required verification has to be supported in that country. Claiming starts with businesses that have a website.

There are two important exceptions for anyone outside the United States. Local stores and restaurants can, for now, only claim a profile that already exists in the United States. And the Business Agent is exclusive to ecommerce and online service businesses based in the United States, in a category allowed by OpenAI's policy.

In practice, an online store or an online service business in Brazil, where we operate, can attempt the claim and, if verification is accepted, edit the profile and see insights. We had not tested the process with a Brazilian business by the time of publication, and OpenAI does not publish the list of countries where verification already works.

What each type of business can do today

	Outside US	US
Claim an online business needs a website	if verification is accepted	yes
Claim a local store stores and restaurants	not yet	existing listing only
Edit details and see insights after Persona	where claiming works	yes
Business Agent talks to customers	no	ecommerce and online services

How to claim your business in ChatGPT

The process has two verification steps. The first proves the link to the business and gives access to the profile. The second proves the identity of the person who will manage it, and that is what enables editing details, seeing insights, connecting a catalog and creating an agent.

The order, according to OpenAI's help center:

• Sign in to ChatGPT and open Business Hub from the sidebar. Search for the business by name and pick the right listing.
• Prove the link to the business with one of the methods offered: a code by SMS or call to the business phone, a code to the business email, a TXT record in the website's domain DNS, or a connection to the Shopify store.
• Wait for the review. OpenAI reviews the claim and replies by email, sometimes asking for more information.
• Verify identity with Persona. You may be asked for an official ID, business registration and proof that you can represent the business. Name, address and registration or tax number must match official records. The blue check only appears after this approval.
• Complete the profile: website, description, category, logo, delivery and return policies and cover photo. OpenAI reviews every change before publishing it.
• Connect the catalog, if the business sells products: a CSV file in OpenAI's format, a hosted file URL or the Shopify catalog, with price and availability.
• Give the team access. Whoever claimed the business can invite teammates and give an agency access to manage the profile and the agent, each person with their own ChatGPT account.

What the insights show and what they hide

Insights cover the last 28 days and bring three figures. Mentions count the times ChatGPT cited the business. Website clicks count people who left the answer for the website. Discovery topics group the subjects of the answers in which the business appeared.

The definition of a mention is the detail that matters most. For an online business, it only counts when ChatGPT cites the business's website; the brand name alone does not count. For a local business, it counts when ChatGPT shows the result for that location, even if nobody clicks. The dashboard measures website citations, not fame.

The business does not see people's questions or the conversations with its own agent. Topics are aggregate categories, and figures only appear once they pass a minimum volume. OpenAI warns that a blank metric may mean volume below the threshold or data still being collected, not necessarily zero.

Business Agent: what it does and what it cannot do

When a business appears in an answer, a person can open its profile and, if an agent is published, start a conversation with it. That conversation is labeled and kept separate from the original conversation and from ChatGPT's independent answers. The agent answers with the product and policy information the business entered, following the instructions it wrote and tested before publishing.

Today it explains and refers. According to the help center, the agent does not complete purchases, make bookings or check orders: it shows the website link, where the customer finishes the action. The business can also sponsor the agent and use it as the destination of an ad in ChatGPT, with the sponsorship labeled.

The agent policy is stricter than that of many customer service bots in use today. It requires the agent to present itself as the business's AI and prohibits:

• pressuring customers, creating false urgency or pushing a sale after someone declines;
• asking for sensitive data, such as health details, ID documents, financial data or passwords;
• submitting a form, booking or purchase without the customer's explicit authorization through an approved feature;
• giving advice that requires a professional license, promising results or hiding relevant fees and conditions.

What claiming does not change

OpenAI repeats the warning on more than one page: claiming the profile does not guarantee a better position or more sales, and advertising does not influence ChatGPT's independent answers. The product catalog does not guarantee recommendations either. Changes go through review, take time to appear, and ChatGPT keeps using other sources to talk about the business.

This matches what we see in the data we operate. In the CRM accounts we manage, 15 of 2,324 leads in 2026, through 2 November, came from an AI assistant, all from ChatGPT. Eleven came from a single industrial client, and nine of those landed straight on the page of a product or an equipment line. What ChatGPT cites and sends is a page with specific information.

Since a mention only counts when ChatGPT cites the website, OpenAI's dashboard will measure exactly that. The claimed profile corrects the listing; what decides whether the business makes it into the answer is still the content of the website and of the sources that talk about it. We explain this in how your business gets cited by ChatGPT and Gemini.

The profile corrects the listing. What decides whether the business makes it into the answer is still the website.

Pros of Businesses in ChatGPT

For a business with a website that passes verification, the gains are concrete, even without the agent.

The most valuable one is the number: for the first time a business sees, from inside ChatGPT, how often it was cited and clicked.

• Correct details: hours, address, website, policies and catalog get an official source ChatGPT can use.
• First-party measurement: mentions, clicks and discovery topics for the last 28 days, without depending on a third-party tool.
• Blue check: marks the profile as claimed and verified, which leaves less room for fake profiles.
• Catalog with price and availability: an online store, including on Shopify, sends its own catalog.
• Agency management: the owner claims once and gives access to whoever handles marketing.
• No fee mentioned: no OpenAI page mentions a charge for claiming; advertising is a separate product.

Cons and limits

The limits are in OpenAI's own documents and weigh more for businesses outside the United States.

There is also a reading limit: insights show website citations, not questions, so they explain where the business appeared, not why it was left out.

• Agent only in the United States: and only for ecommerce and online services.
• Local stores outside the United States: cannot claim a profile for now.
• Heavy verification: official ID, business registration and proof of authorization, with details that must match official records.
• No visibility guarantee: OpenAI states that claiming does not make the business appear more often.
• A published profile does not go away: OpenAI support does not delete or hide a published profile.
• The agent does not sell: it does not complete purchases, book or check orders.

What to do this week

None of this depends on waiting for the agent to arrive in your country. The part that decides whether the business shows up is already within reach of anyone with a website.

A short list to start:

• Ask ChatGPT about your type of service in your city and check whether the business appears, with which details and citing which page.
• Check the website: name, address, hours, phone, products and prices written as text, the same as on your Google profile and social networks.
• Gather the verification documents: an official ID for the person responsible and the business registration with the same name and address as the website.
• Open Business Hub and attempt the claim, if the business sells online and has a website.
• Decide who manages the profile and grant access through the tool itself, instead of sharing an account.

Where ROO3 comes in

Business Hub moves where the question gets asked without changing the question: does ChatGPT find on your website the information that answers your customer?

At ROO3, we work on SEO for Google and for AI assistants: a page per product and per service, with real data, a structure robots can read and measurement of where leads come from. The concept is in SEO, AEO and GEO. Once the profile is claimed, the owner can give the agency the access OpenAI itself provides for.

If you want to know how your business shows up in answers today, talk to us.

Frequently asked questions

What is Businesses in ChatGPT?

It is the OpenAI feature, launched in beta on 10 November 2026, for businesses to claim their own profile in ChatGPT through Business Hub, update details and catalog, see how often they were cited and, in the United States, create an agent that talks to customers.

How much does it cost to put a business on ChatGPT?

OpenAI's pages do not mention a charge for claiming the profile, and the help center says an ads account or an Enterprise agreement is not required. Sponsoring the agent with ads is a separate product.

Does Businesses in ChatGPT work outside the United States?

Claiming works where ChatGPT is available and verification is supported, depending on the business's location and type, starting with businesses that have a website. Local stores and restaurants can, for now, only claim an existing US listing. The Business Agent is exclusive to ecommerce and online service businesses in the United States.

Does my business show up in ChatGPT without claiming it?

It can. ChatGPT shows information about businesses with or without a claimed profile, using the website and other sources. Claiming gives an official channel to correct the details and access to insights.

Does claiming make ChatGPT recommend my business more?

No, according to OpenAI itself. Claiming does not guarantee a better position or more sales, the catalog does not guarantee recommendations, and advertising does not influence ChatGPT's independent answers.

Do I need Shopify?

No. Shopify is one of the verification and catalog paths, but a business can also verify by phone, email or domain and send its catalog as a CSV file.

Can an agency manage the profile?

Yes. Whoever claimed the business can give an agency access to manage the profile and the agent in Business Hub, each person with their own ChatGPT account. Claiming and identity verification remain with the owner or authorized representative.

Sources

• OpenAI, Introducing Businesses in ChatGPT (10 Nov 2026)
• OpenAI, Businesses in ChatGPT: claim your business
• OpenAI Help Center, Setting up your business on ChatGPT
• OpenAI, Businesses in ChatGPT policy (10 Nov 2026)
• OpenAI, Business Agents Policy (10 Nov 2026)
• @OpenAI on X, Businesses in ChatGPT announcement (10 Nov 2026)

Rodrigo Fávaro

Founder of ROO3, a marketing and technology agency in São José do Rio Preto, Brazil. Builds AI products running in production (Tobia, gerar.app, Pense Mercado) and maintains the AI Benchmark, a public ranking of AI models. See ROO3 AI consulting.

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