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OpenAI opened a beta programme called Businesses in ChatGPT on 10 November 2026, run through a new dashboard named Business Hub. It lets a company claim its profile in ChatGPT, correct its details and see aggregated figures for how often ChatGPT mentions it and how many people click through to its website, according to reports by Search Engine Roundtable and PPC Land.
For marketers, this is the first time OpenAI has shared its own numbers on organic visibility inside ChatGPT. The data is limited, though, and several important details, including how it works for UK businesses, are not yet clear.
What is the ChatGPT Business Hub?
Business Hub is the dashboard where a business manages how it appears in ChatGPT. It sits at chatgpt.com/business-hub, and OpenAI describes the programme as a way to reach "1.2 billion people who use ChatGPT each week", a figure that is the company's own, as Search Engine Roundtable reported on 10 November 2026.
The launch has three parts, as set out in a detailed walkthrough by Flavio Copes:
- Business Hub, for claiming a business, editing the profile and adding a product feed.
- Insights, aggregated numbers on how people find the business in ChatGPT.
- Business Agents, a chatbot that answers customer questions about a business's products and policies in a separate, labelled conversation.
The feature did not arrive unannounced. On 6 November 2026, Search Engine Roundtable reported that OpenAI was building a "Claim your business in ChatGPT" tool, after Juozas Kaziukėnas spotted it and posted about it on LinkedIn. OpenAI's own announcement is titled Introducing Businesses in ChatGPT.
What data does Business Hub show?
Verified businesses see a small set of aggregated metrics. Reports agree on three of them: mentions, website clicks and discovery topics.
| Metric | What it means, as reported |
|---|---|
| Mentions | For an online business, the times ChatGPT referenced its website. The brand name alone does not count. For a local business, the times ChatGPT showed a result for that location. |
| Website clicks | Recorded clicks on links to the business's website in ChatGPT. |
| Discovery topics | Common themes across conversations where the business's website is cited. |
| Profile views | Listed in the dashboard, but not consistently visible at launch. |
The mention definitions come from Flavio Copes's walkthrough and The Keyword. The click definition comes from the dashboard's own help tooltip, which also warns that clicks do not confirm website visits or conversions, Search Engine Roundtable noted.
Profile views are less certain. PPC Land reported that the metric appears in OpenAI's example and in an empty dashboard, but was absent from the two live dashboards it saw on launch day.
What does it not show?
Businesses do not see prompts, chats or individual users' conversations, including chats with their own Business Agent. Figures only appear once activity passes a reporting threshold, so a blank metric is not the same as zero, according to Flavio Copes. The thresholds have not been disclosed, and there is no view of competitors, PPC Land said.
Claiming a profile is also not a ranking lever. ChatGPT will keep making independent recommendations, and claiming a business does not guarantee higher placement or more sales, FoneArena reported.
How do you claim a business in ChatGPT?
The process, as described in launch reports, has four steps.
- Search for the business by name in Business Hub and pick the matching listing, or create a new one where that option is offered, as PPC Land describes.
- Prove the connection. Tech-ish, citing OpenAI's setup guide, lists four methods: a code sent to the business phone number, a code sent to the business email, a TXT record added to the website's DNS settings, or logging in to a Shopify store.
- Wait for OpenAI to review the claim.
- Complete a second identity check with Persona, an ID verification company, which may ask for a government-issued ID, business registration documents and proof of authority.
The Persona check is required before a business can publish changes, view insights or create an agent, and the blue verified tick appears once it is approved, The Keyword reported.
After verification, owners can edit the website, description, category, logo and delivery and returns policies, and can upload a product feed with prices and stock, according to Tech-ish. The person managing the profile must own the business or be authorised to represent it, and claiming is initially limited to eligible businesses with a website, FoneArena said.
No fee is stated for claiming a business, PPC Land noted. OpenAI has not said whether that will change.
Is the Business Hub available in the UK?
This is not confirmed. None of the reports we read names the UK, and OpenAI does not publish a list of countries where verification works, according to Tech-ish.
What is reported is this:
- Claiming is open to "any eligible business located where ChatGPT is available", subject to industry, location and verification or integrity checks, PPC Land reported.
- Local stores and restaurants can currently claim only an existing US listing, The Keyword said.
- Business Agents are limited to eligible e-commerce and online service businesses in the United States, Search Engine Roundtable reported.
- At least one business outside the US was placed on a waitlist on launch day, according to PPC Land.
Our reading, which is analysis and not a confirmed fact: a UK online shop or online service with its own website looks like the most likely kind of UK business to get through the claim process today, while a UK cafe, salon or high street shop probably cannot claim a local listing yet. UK businesses should test the claim flow themselves and expect that they may be waitlisted.
OpenAI called the launch an early step and said it plans to extend the programme to more markets and business categories, without giving dates, PPC Land reported.
How does it compare with Google Business Profile?
The two tools are easy to confuse, but they report different things.
| Businesses in ChatGPT (beta) | Google Business Profile | |
|---|---|---|
| Main metrics | Mentions, website clicks, discovery topics | Views, searches, calls, directions, website clicks, messages, bookings |
| Search terms | Themes only. No prompts or conversations | Shows the search terms people used to find the business |
| Who it suits today | Businesses with a website. Local listings limited to the US | Businesses with a physical location customers can visit, or that travel to customers |
The Google details come from Google's own help pages on Business Profile performance and eligibility.
The practical difference is in the detail. Google tells a business which searches triggered its profile and counts actions such as calls and direction requests. ChatGPT, for now, gives totals and broad themes.
What does this mean for marketers and local businesses?
The points below are our analysis.
First, this gives teams a first-party number to sit alongside third-party AI visibility trackers. Anyone working on answer engine optimisation has so far relied on estimates.
Second, the mention definition matters. For an online business, a mention reportedly counts only when ChatGPT references its website. A brand that is named in answers but only linked through retailers could see low figures, a point Flavio Copes raised after his own test.
Third, treat early numbers with care. Both live dashboards PPC Land saw were labelled with data through 9 November, the day before launch, which suggests a reporting lag. The clicks figure is also not the same as visits, so it should be checked against a site's own analytics.
Fourth, there is a security question. Barry Schwartz of Search Engine Roundtable wrote that he was nervous about businesses being hijacked on the platform. Claiming your own profile early is a sensible defensive step where the option is available.
Finally, Business Agents show where this is heading. They are a form of agentic AI acting on behalf of a brand, and businesses can sponsor an agent and use it as a destination for ChatGPT Ads, FoneArena reported. That part is US only at launch.
Sources
- OpenAI: Introducing Businesses in ChatGPT
- Search Engine Roundtable: Businesses in ChatGPT Business Hub Live With Click Data
- Search Engine Roundtable: OpenAI Working On ChatGPT Tools For Business
- PPC Land: Businesses gain ChatGPT click and mention counts in OpenAI's Business Hub
- Flavio Copes: A deep dive into Businesses in ChatGPT
- The Keyword: ChatGPT Opens Business Profiles and Agents to Brands
- Tech-ish: OpenAI's Business Hub lets you manage your business in ChatGPT
- FoneArena: OpenAI rolls out Businesses in ChatGPT with Business Hub and Business Agents
- Google Business Profile Help: About Business Profile performance
- Google Business Profile Help: Business Profile eligibility
FAQ
Frequently asked questions
It is a beta programme OpenAI opened on 10 November 2026. It lets a business claim its profile in ChatGPT, manage its information and view aggregated insights through a dashboard called Business Hub.
No fee is stated for claiming a business, according to launch reports. OpenAI has not said whether pricing will be introduced later. ChatGPT Ads are a separate, paid product.
This is unconfirmed. Claiming is reported to be open to eligible businesses where ChatGPT is available, but local stores and restaurants can only claim existing US listings, and OpenAI has not published a country list. Business Agents are limited to the United States.
No. Reports of the launch state that ChatGPT continues to make independent recommendations and that claiming a business does not guarantee higher placement or more sales.
No. Businesses see aggregated mentions, website clicks and discovery topics. They do not see prompts or conversations, including chats with their own Business Agent.
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