On November 10, 2026, OpenAI introduced Businesses in ChatGPT, a set of beta tools for companies to manage how they appear in its assistant. The entry point is Business Hub, a dashboard inside ChatGPT where a business claims its listing, corrects its information, uploads a product catalog with prices and availability, and looks at aggregated metrics on how people interact with it. According to OpenAI, ChatGPT has 1.2 billion weekly users.
The announcement adds a second piece: Business Agents, chats that each company configures with its own information, which users can open from the business’s profile. These agents can be sponsored and used as the destination for ChatGPT Ads, the advertising OpenAI already sells inside the assistant. For now they’re available only to eligible e-commerce and online services in the United States.
With this launch, appearing in ChatGPT’s answers now comes with a listing the brand manages, a metrics dashboard and a paid option. What until now was handled as GEO (generative engine optimization, the practice of getting AI assistants to cite a brand) starts to be managed as a channel with the platform’s own tools.
What Google Business Profile is, and why it helps make sense of the announcement
Google Business Profile is the free tool businesses use to manage their listing on Search and Google Maps: address, hours, photos, website and reviews. Whoever claims it proves they represent the business and from there controls the information Google displays, though they don’t decide where it ranks.
Business Hub replicates that logic in ChatGPT. A company claims a listing, verifies it has the right to manage it, and updates what the assistant knows about it. The comparison also marks a limit: OpenAI clarifies that claiming the profile doesn’t guarantee more visibility, just as a Google listing doesn’t guarantee the top spot on Maps. Where Business Hub goes further is in its own conversational agent and the option to pay to promote it.
How to claim a business on ChatGPT
OpenAI’s help guide describes the process in two stages. First, whoever owns the business or is authorized to represent it searches for it by name in Business Hub, from ChatGPT’s sidebar, and verifies the connection by phone, corporate email, a TXT record in the domain’s DNS, or by connecting a Shopify store, the Canadian e-commerce platform. OpenAI reviews the claim and responds by email.
The second stage is an identity verification through Persona, a company specialized in validating identities. It may request an official ID, the company’s registration details, and proof that the person is authorized. Without that approval, changes can’t be published, a product feed can’t be connected, metrics can’t be viewed, and no agent can be created. The blue verified-profile checkmark appears only once Persona approves; claiming the business alone isn’t enough.
Once approved, the company can edit its website, description, category, logo, and shipping and return policies. If it sells products, it can connect a CSV feed or a Shopify feed with prices and availability. OpenAI reviews every change before publishing it, and the guide warns that ChatGPT may still use other sources to answer questions about the business.
Claiming a business doesn’t require an ads account or a ChatGPT Enterprise contract. Business Hub also has no relation to ChatGPT Business, the paid workspace plan OpenAI sells to teams.
What data the brand receives
Business Hub shows three metrics from the last 28 days. Mentions count when ChatGPT references an online business’s website; naming the brand without citing its site doesn’t count. For a local business, a mention counts when ChatGPT shows a result for that location, even if the user doesn’t open the listing. Website clicks measure how many people move from the conversation to the company’s site. Discovery topics group common themes in the answers that mentioned or cited the business.
OpenAI says it doesn’t share users’ conversations or chats with Business Agents with companies. The data is aggregated and only appears once it clears a volume threshold. A blank metric doesn’t mean zero activity. Discovery topics also don’t reveal individual prompts or measure purchase intent.
Adweek, the US publication covering marketing and advertising, read the announcement from that angle: with its own dashboard, OpenAI is competing with the GEO startups that sell brands measurements of how they appear in AI assistants. Those tools estimate visibility from the outside; Business Hub delivers the platform’s own data, though only for ChatGPT and within the thresholds OpenAI sets. That’s useful for anyone working with agentic search, the kind of search AI agents do on people’s behalf. We’ve written about how those agents choose brands in our guide to agentic search.
Google still doesn’t offer this kind of data to publishers. According to Digiday, the US outlet specializing in media and digital advertising, Google shows publishers how many times their content appears in its AI features, such as AI Overviews (the summaries generated above search results) and AI Mode (its conversational search engine), but not how many clicks those features send them. In the United Kingdom, the Competition and Markets Authority (CMA), the British competition regulator, is requiring Google to hand over those click figures to publishers in the country before December 3, 2026. Digiday notes that Google hasn’t confirmed whether it will do the same in other markets. OpenAI already shows aggregated clicks in Business Hub, though only to companies that claim their profile and within volume thresholds.
Business Agents: a chat of your own inside ChatGPT
After claiming its business and getting approved by Persona, an eligible company can build, test and publish a Business Agent. Here’s how it works, according to OpenAI’s announcement: when a business shows up in an answer, the user can open its profile in ChatGPT and, if an agent is available, start a conversation with it to compare products or ask follow-up questions.
The agent responds with the information and instructions the company uploads, such as product sheets and return policy, within the rules of OpenAI’s Business Agent Policy. The conversation is labeled, kept separate from the user’s original chat, and distinguished from ChatGPT’s independent answers.
The agent has concrete limits. For now it doesn’t complete purchases, doesn’t take reservations, and doesn’t check order status: it explains products and policies and redirects to the website, where the customer closes the transaction. If the company already has a plugin in ChatGPT, the agent’s chat doesn’t use its data.
This is where the paid part comes in. Companies can sponsor their Business Agent and use it as the destination for ChatGPT Ads. OpenAI says sponsored placements are labeled and kept separate from answers, and the guide adds that advertising doesn’t influence ChatGPT’s independent responses. In practice, an ad can lead the user into a conversation with the brand without ever leaving ChatGPT. We explain how those ads work, their formats, purchasing and minimum budget in our guide to ChatGPT ads.
Shopify comes in on two fronts. Its merchants can connect their store either from Business Hub or from the Shopify dashboard to simplify verification, and OpenAI says eligible products from those merchants are already integrated into ChatGPT through Shopify Catalog. Shopify isn’t required to have an agent.
What brands in Argentina and Spain can do today
The announcement says any eligible business located where ChatGPT is available can claim its profile. The help guide adds conditions: eligibility depends on location and business type, and Persona needs to support verification in that country. If the business isn’t listed, an eligible online business may see the option to add it, while physical locations and restaurants for now can only claim existing listings in the United States.
The table below summarizes availability according to OpenAI’s announcement and help guide from November 10, 2026.
| Feature | Availability per OpenAI | What it means for Argentina and Spain |
|---|---|---|
| Claiming or adding a profile | Eligible businesses where ChatGPT is available and verification is supported | An online business with a website may qualify; needs to be confirmed in Business Hub |
| Physical locations and restaurants | Only existing listings in the United States | No option for now |
| Mentions, clicks and discovery topics metrics | After Persona approval | Available if the profile is approved |
| Business Agents and sponsorship | Eligible e-commerce and online services in the United States with a website | No option for now |
For an e-commerce business in Argentina or Spain, the immediate step is to search for the business in Business Hub, check whether it can be claimed, and review what information from its site ChatGPT currently cites. OpenAI hasn’t published which categories or countries will be added first; it only says it plans to bring Businesses in ChatGPT and the agents to more markets and categories. In an interview with Adweek, Benji Shomair, OpenAI’s vice president of monetization, said features for businesses with multiple locations will be built over time. For now, each brand is managed separately, and claiming the main brand doesn’t claim its individual locations.
What claiming the profile doesn’t buy you
The guide gives a direct answer on whether claiming a business makes ChatGPT recommend it more: it lets a company manage the information it provides, but doesn’t guarantee greater visibility or give control over the assistant’s independent recommendations. Connecting a feed doesn’t guarantee that ChatGPT will recommend the products either. Claiming or disputing ownership of a listing doesn’t change its visibility.
That leaves two separate paths within the same product. Answers still depend on what ChatGPT finds and cites, and for an online business a mention counts when ChatGPT cites its website. The listing, the metrics and the sponsored agent are what the brand can manage and pay for. The question that remains open for brands in Argentina and Spain is when the agents will arrive: in the meantime, they can measure their mentions, but only US companies can turn that visibility into a conversation of their own backed by advertising.
Frequently asked questions
What is ChatGPT’s Business Hub?
ChatGPT’s Business Hub is the dashboard OpenAI launched in beta on November 10, 2026, for companies to claim their business on ChatGPT. From there, a verified company updates its information, connects a product feed with prices and availability, and checks aggregated metrics on mentions, clicks to its site and discovery topics from the last 28 days. According to OpenAI, it doesn’t receive users’ conversations.
How do you claim your business on ChatGPT?
To claim a business on ChatGPT, according to OpenAI’s help guide, open Business Hub from the sidebar, search for the business by name and verify the connection by phone, corporate email, domain DNS record, or Shopify. After OpenAI approves the claim, identity verification through Persona is still needed, which unlocks publishing changes, viewing metrics and getting the blue checkmark.
What are ChatGPT’s Business Agents?
ChatGPT’s Business Agents are chats that a company configures with its own information and instructions, which users open from the business’s profile. According to OpenAI, the conversation is labeled and kept separate from ChatGPT’s answers. The agent explains products and policies and redirects to the website, but it still doesn’t complete purchases. It can be sponsored and used as a destination for ChatGPT Ads.
Does claiming your profile on ChatGPT improve your position in answers?
Claiming a profile on ChatGPT doesn’t guarantee more visibility, according to OpenAI’s help guide. It lets a company manage the information it provides, but doesn’t give control over the assistant’s independent recommendations. Connecting a product feed doesn’t guarantee recommendations either, and OpenAI states that advertising doesn’t influence answers. For an online business, mentions count when ChatGPT references its website.
Does ChatGPT’s Business Hub work in Argentina and Spain?
ChatGPT’s Business Hub can work for online businesses in Argentina and Spain, though OpenAI clarifies that eligibility depends on location, business type, and whether verification is supported. Physical locations and restaurants can for now only claim existing listings in the United States. Business Agents are available only to eligible e-commerce and online services in the United States.