# Businesses in ChatGPT: OpenAI builds the business profile, but it doesn't sell recommendations Rodrigo Beckmann · Published 2026-11-13 · Category: [News](https://rodrigobeckmann.com/en/blog/category/news/) · HTML version: https://rodrigobeckmann.com/en/blog/businesses-in-chatgpt-profiles/ On November 10, 2026, OpenAI opened Businesses in ChatGPT in beta: claimable profiles, mention and click data, and brand agents. What changes, who can use it, and what stays out of reach. ## In short - On November 10, 2026, OpenAI launched Businesses in ChatGPT in beta: in Business Hub, companies claim their profile, update their information, upload product feeds and see mentions, website clicks and discovery topics. - Under OpenAI's rule, any eligible business located where ChatGPT is available can claim its profile, which includes Brazil; Business Agents are limited for now to ecommerce and online service businesses in the US. - Claiming a profile doesn't change a business's visibility or how often ChatGPT recommends it, according to OpenAI: the launch confirms that presence in AI answers is now a business matter, but it doesn't solve how to measure it. On November 10, 2026, OpenAI [launched Businesses in ChatGPT in beta](https://openai.com/index/introducing-businesses-chatgpt/): through Business Hub, a company claims its profile in ChatGPT, updates its information and sees how often it was mentioned and how many clicks it got. Eligible US businesses can also create a Business Agent, a brand-run chat that answers questions about its products. ChatGPT now has its own version of Google Business Profile, the comparison [TechCrunch](https://techcrunch.com/2026/11/10/openai-rolls-out-new-business-profiles-making-chatgpt-just-a-little-bit-more-like-google/) drew on launch day. With one difference OpenAI put in writing: the profile doesn't buy recommendations. ## What changed - **Claimable profile.** In Business Hub, a company finds its listing and confirms the connection by phone, business email, a DNS record on its domain or a Shopify login, according to [OpenAI's Help Center](https://help.openai.com/en/articles/20001635-setting-up-your-business-on-chatgpt). After approval, identity verification through Persona unlocks editing, product feeds, insights and the blue verified badge. - **Information and products.** The company updates its website, description, category, logo and delivery and return policies, and can upload a product feed with prices and availability. OpenAI reviews each change before publishing it. - **Engagement data.** The dashboard shows mentions, website clicks and discovery topics for the past 28 days, always aggregated. The business doesn't see prompts or conversations. - **Business Agent.** A brand chat, kept separate from the user's original conversation and from ChatGPT's independent answers. It's available to ecommerce and online service businesses in the US, and it can serve as the destination of ChatGPT ads, with the sponsored placement labeled. - **Outside the US.** The announcement says any eligible business located where ChatGPT is available can claim its profile, so markets like Brazil are covered by the rule, though none is named. The Help Center adds that availability depends on location and business type, and that local stores and restaurants can currently claim only an existing US listing. Business Agents are US-only. ## Does the profile change what ChatGPT recommends? No, and OpenAI was explicit about it. The Help Center says claiming a profile "doesn't change its visibility in ChatGPT", and that it "doesn't guarantee increased visibility or give you direct control over ChatGPT's independent recommendations." It also says "advertising doesn't influence ChatGPT's independent answers," and that ChatGPT may use other sources when answering questions about the business. That is the most important part of the announcement. The profile lets a company correct what ChatGPT knows about it: the right website, the right category, products with current prices. Being chosen in an answer still depends on what ChatGPT finds about the brand across the rest of the web, which is exactly what AI search optimization works on. The profile is hygiene, not strategy. ## Why it matters The launch confirms what until recently was treated as a bet: a brand's presence in AI answers is now a business matter, with an official product, a dashboard and a verification process. OpenAI frames the program around the 1.2 billion people who use ChatGPT every week, according to the announcement. Once the channel's owner builds a place for brands, the debate over whether this matters is over. My bet is that this is now the template, and that other assistants will follow. Google already took a similar step with [Search Profiles](https://rodrigobeckmann.com/en/blog/google-search-profiles-authorship) for creators and publishers, and with the [AI answers report in Search Console](https://rodrigobeckmann.com/en/blog/search-console-ai-report). A profile, verification and a dashboard with numbers become the minimum each assistant offers brands. But an official dashboard doesn't solve measurement, just as Search Console never solved SEO on its own. The limits are in OpenAI's own text: - **It's OpenAI's yardstick.** For an online business, a mention counts only when ChatGPT references the business's website; the brand name alone doesn't count. An answer that recommends the brand without linking its site is left out of the number. - **No prompts.** Discovery topics group themes and, according to OpenAI, don't reveal individual prompts or directly measure customer intent. - **No competitors.** The dashboard shows the business, not who appeared instead of it. - **Blank isn't zero.** Below a reporting threshold the metric stays blank, and OpenAI warns that this doesn't necessarily mean zero activity. - **A click isn't a visit.** The dashboard itself notes, per [Search Engine Roundtable](https://www.seroundtable.com/chatgpt-business-hub-42505.html), that clicks don't confirm website visits or conversions. - **It's only ChatGPT.** Gemini, Perplexity, Copilot, Grok and Google's AI answers are out of scope. To know which questions a brand shows up in, against whom and in which assistants, you still have to measure by sampling, as I lay out in the [guide to measuring AI visibility](https://rodrigobeckmann.com/en/blog/how-to-measure-ai-visibility). A disclosure: I'm the co-founder and CTO of First Answer, which does this kind of measurement. ## What to do now 1. **Claim the profile**, even without an agent. Pick the verification method you control: phone, business email, a DNS record on your domain or Shopify. 2. **Gather the Persona documents** before you start: ID, business registration and proof that you represent the brand. OpenAI asks that the name, address and registration number match official records. 3. **Review before you publish.** According to the Help Center, OpenAI Support can't delete or hide a published profile; only drafts can be deleted. 4. **Align your site and your profile.** Same description, category and policies in both places, since ChatGPT also draws on other sources. 5. **Keep the first 28 days** of the dashboard as a baseline, knowing what it counts and what it leaves out. ## The profile is the door, not the shop window Businesses in ChatGPT gives brands a way to correct what ChatGPT knows about them and a first official number. Whether a brand gets recommended is still decided outside the profile, by what the web says about it, and measured outside the dashboard. ## Frequently asked questions ### What is Businesses in ChatGPT? It's an OpenAI program, launched in beta on November 10, 2026, that lets companies claim their profile in ChatGPT through Business Hub. Once verified, they can update their information, upload product feeds with prices and availability, and see aggregate data on mentions, website clicks and discovery topics. Eligible US businesses can also create a Business Agent. ### Can businesses outside the US claim their ChatGPT profile? According to the announcement, any eligible business located where ChatGPT is available can claim its profile. The Help Center says availability depends on the business's location and type, and local stores and restaurants can currently claim only an existing US listing. Business Agents are only available to ecommerce and online service businesses in the US. ### Will claiming my profile make ChatGPT recommend my business more often? No, according to OpenAI. The Help Center says claiming doesn't guarantee increased visibility or give direct control over ChatGPT's independent recommendations, and that advertising doesn't influence ChatGPT's independent answers. ChatGPT may also use other sources when answering questions about a business. ### What counts as a mention in Business Hub insights? For an online business, a mention counts only when ChatGPT references the business's website; the brand name alone doesn't count. For a local business, it counts when ChatGPT shows a result for that location. Insights cover the past 28 days and stay blank below a reporting threshold. ### Is Businesses in ChatGPT the same as the ChatGPT Business plan? No. ChatGPT Business is the paid plan for teams using ChatGPT at work. Businesses in ChatGPT is the program for business profiles and agents inside ChatGPT, managed in Business Hub. ## Sources 1. [Introducing Businesses in ChatGPT](https://openai.com/index/introducing-businesses-chatgpt/) — OpenAI, 10 Nov 2026 · primary source 2. [Setting up your business on ChatGPT](https://help.openai.com/en/articles/20001635-setting-up-your-business-on-chatgpt) — OpenAI Help Center 3. [OpenAI rolls out new business profiles, making ChatGPT just a little bit more like Google](https://techcrunch.com/2026/11/10/openai-rolls-out-new-business-profiles-making-chatgpt-just-a-little-bit-more-like-google/) — TechCrunch, 10 Nov 2026 4. [Businesses in ChatGPT Business Hub Live With Click Data](https://www.seroundtable.com/chatgpt-business-hub-42505.html) — Search Engine Roundtable, 10 Nov 2026 **Rodrigo Beckmann** — GEO specialist, co-founder and CTO of First Answer. [More about the author](https://rodrigobeckmann.com/en/about/)