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You can now claim your business in ChatGPT through a tool called Business Hub. Once verified, you can update your details and see how often ChatGPT mentions you. Business Agents, the chat feature that answers questions for your business, is starting only with eligible US ecommerce and online service businesses.
OpenAI launched Businesses in ChatGPT in beta on 10 November 2026. Its announcement page blocked our requests, so this article relies on OpenAI's post on X and news reports published the same day. We name the source for each point and flag where reports disagree.
This article is part of our AI ads guide. Everything here was checked against the sources linked below on 10 November 2026 and can change quickly during a beta.
Key Takeaways
- Reuters reported that companies can claim their business in Business Hub and, once verified, update key details and add product feeds.
- Business Agents are rolling out first to "eligible e-commerce and online service businesses in the US," according to Reuters.
- Reuters and Digiday both reported that Business Hub shows aggregated mentions, views and website clicks.
- Reuters reported that OpenAI said it "does not share users' conversations or Business Agent chats with businesses."
- Reuters reported that a business can sponsor its Business Agent as the destination for ChatGPT Ads, with sponsored placements labeled.
- Digiday reported that Business Hub and Business Agents are free for now.
What launched on 10 November 2026
Reuters reported that OpenAI is launching "Businesses" in beta within ChatGPT. It lets companies claim and manage their profiles, update information and track how users engage with them.
The launch has two parts. Business Hub is where you claim and manage your profile. Business Agents are labeled chats that answer customer questions about your products or services.
OpenAI's post on X said: "Claim your business, manage your information, and get insights on how people engage with you." It added: "Eligible businesses can also build a Business Agent to answer customers' questions and help them explore what you offer."
Who is eligible
Eligibility is different for profiles and for agents. Keep the two apart when you read coverage.
Profiles. Reuters reported that companies can claim their business in Business Hub. Digiday reported that "Businesses can now claim a profile in ChatGPT through a new Business Hub." Neither report lists the rules for who may claim.
Business Agents. Every report we read agrees on the first group. Reuters reported the rollout is to "eligible e-commerce and online service businesses in the US." Digiday reported that Benji Shomair, OpenAI's VP of monetization, declined to share a timeline for further rollout.
Digiday described how mentions count for local businesses, so local businesses appear to be included in Business Hub. That suggests a local plumber or dentist may be able to claim a profile but not publish an agent yet.
How to claim and verify your profile
The reports describe only a few steps. We list only what a source states.
- Claim your business in Business Hub. Reuters reported that companies claim their business through this tool.
- Get verified. Reuters and Digiday both mention verification. Neither describes how it works.
- Update your details. Reuters reported that verified businesses can update key details.
- Add product feeds if you sell products. Reuters reported feeds can include pricing and availability.
Reuters also reported two other routes. Existing OpenAI Enterprise customers and advertisers can claim their business through their OpenAI representative. Shopify merchants can connect their stores through Business Hub or the Shopify admin.
We could not find the Business Hub sign-up address on a page that opened for us. Start from OpenAI's announcement, which OpenAI's X post links to, rather than a link from a third party.
What you can edit
RuntimeWire reported that businesses can correct the information ChatGPT uses about them. Reuters reported "key details" without listing which fields. Digiday reported that businesses "feed in product and company details."
Digiday reported that businesses supply instructions and a product feed, and OpenAI builds the agent from them. It quoted Shomair: "We aren't allowing folks to bring their own agents."
Product feeds
Reuters reported that verified businesses can add product feeds with pricing and availability.
OpenAI already runs separate feed programs. Its merchants page says "Merchants can apply to share product data and participate in shopping experiences in ChatGPT." It also says "Shopping is currently live for ChatGPT users in the U.S."
OpenAI's ads product feed docs set up feeds in an ad account and use an ad account-scoped Advertiser API key. We could not confirm whether Business Hub feeds use either of these programs.
Business Hub insights
Reuters reported OpenAI as saying Business Hub shows "aggregated insights, including mentions, views and website clicks." Reuters also reported that insights appear only above certain thresholds.
Digiday reported that the beta shows "mentions, views and website clicks, plus discovery topics." It added detail from an OpenAI spokesperson:
- Local businesses get a mention when ChatGPT shows a result for their location.
- Online businesses get a mention when ChatGPT references their website.
- "Just naming the brand doesn't count."
- Clicks are link clicks from supported ChatGPT surfaces, "not completed visits or purchases."
- "Low-volume counts may be withheld for privacy."
- Discovery topics are included. "Share of voice isn't part of this beta."
Digiday reported OpenAI declined to say how long mentions are tracked. It also reported that an ad exec with access said the chart shows the past seven or 28 days.
Privacy: what businesses can and cannot see
Reuters reported that OpenAI said it "does not share users' conversations or Business Agent chats with businesses." Digiday quoted an OpenAI spokesperson: "Businesses don't see individual prompts or chats."
Digiday reported that agent transcripts stay with OpenAI and businesses get conversation themes instead. So do not expect a lead list or chat log from Business Hub.
Business Agents and the sponsored agent link
A Business Agent is a labeled chat that represents your business. Digiday described it as "a separately labelled chat that speaks for the brand once a user wants to dig into a product." Digiday also reported that when a shopper is ready to pay, the agent sends them to the brand's own site.
The ad link is the part to watch. Reuters reported that businesses can sponsor their Business Agent and use it as the destination for ChatGPT Ads. Reuters reported that sponsored placements are labeled.
This builds on an earlier test. On 16 September 2026, Search Engine Roundtable published OpenAI's email to advertisers, which said: "We are testing Sponsored Agents with select advertisers in the United States."
Digiday quoted Shomair: "The sponsored agent is the paid experience, but the agent that sits behind it should be the same." For more on paid placements, see our ChatGPT ads page and our look at whether ChatGPT ads are worth it for small businesses.
What is still unclear
These are the open questions as of 10 November 2026.
- Do you need an ads account or Enterprise plan? No report we read says either is required. Reuters described the OpenAI representative route for Enterprise customers and advertisers as one path. OpenAI's ads product feed docs do use an ad account, which may cause confusion.
- Who can claim a profile? Reuters and Digiday say businesses can claim, without listing limits. RuntimeWire's summary describes Business Hub as letting "verified companies" act, "starting with U.S. ecommerce and online services." It is unclear whether that limit covers profiles or only agents.
- How long is data kept? Digiday reported OpenAI declined to say how long mentions are tracked.
- How does verification work? No source we opened explains it.
- What will it cost later? Digiday reported it is free for now and that Shomair did not rule out a paid model.
What a small business should do this week
These are our suggestions, not OpenAI guidance.
- Check how ChatGPT describes you today. Ask it about your business and services, and note any errors. Our guide on why ChatGPT may not mention your business explains common causes.
- Claim your profile once you find the official Business Hub. Use OpenAI's own pages, not a third-party link. Watch for anyone offering to claim it for you for a fee.
- Fix your facts at the source first. Your website, Google Business Profile and major listings still matter. See how to get your business on ChatGPT and how to help ChatGPT recommend a local business.
- Prepare a clean product feed if you sell online. Make sure prices and stock levels on your site match what you would submit.
- Hold off on sponsoring an agent. Wait until you can see your own mention and click numbers.
Do not expect a claimed profile to bring more visibility or sales on its own. Digiday reported Shomair said claiming a business "should not have an impact on how frequently it appears." For help with the wider picture, our generative engine optimization work covers how AI tools find and describe your business. Our ChatGPT ads management team can review whether sponsored placements make sense for you.
Frequently asked questions
When did Businesses in ChatGPT launch?
Reuters reported that OpenAI announced the beta on Tuesday, 10 November 2026. OpenAI's post on X announcing it is dated the same day.
Can a local business claim a ChatGPT profile?
Reuters and Digiday reported that businesses can claim a profile, and Digiday described how mentions count for local businesses. Neither lists the full rules. Business Agents are limited for now to eligible US ecommerce and online service businesses.
Does Business Hub cost money?
Digiday reported that Business Hub and Business Agents are free for now. It also reported that Shomair, OpenAI's VP of monetization, did not rule out a paid model later.
Will I see customers' ChatGPT conversations?
No. Reuters reported that OpenAI said it does not share users' conversations or Business Agent chats with businesses. You get aggregated insights only, once volume passes certain thresholds.
Does claiming my profile help me rank higher in ChatGPT?
Not directly, according to Digiday. It reported Shomair said claiming a business "should not have an impact on how frequently it appears." He added that the information could help ChatGPT surface a business in more relevant conversations.
What is a sponsored Business Agent?
Reuters reported that a business can sponsor its Business Agent and use it as the destination for ChatGPT Ads, with the placement labeled. It follows a Sponsored Agents test that OpenAI described to advertisers in September 2026.
