Updated 11 November 2026. First published 7 November 2026, when this was still a leak. We have rewritten it against OpenAI’s launch announcement, help centre and policies.
ChatGPT Business Hub is OpenAI’s new dashboard, in beta since 10 November 2026, where a business can claim its ChatGPT profile, correct its details, and see how often ChatGPT mentions it and how many people click through to its website. Any eligible business with a website, in a country where ChatGPT is available, can claim it at chatgpt.com/business-hub by verifying with a business phone, business email, DNS record or Shopify login, then completing an identity check. Local shops and restaurants can currently claim only an existing US listing.
Key takeaways
Business Hub launched in beta on 10 November 2026 as part of “Businesses in ChatGPT”. It is free to claim, and you do not need a ChatGPT Business plan, an ads account or an Enterprise contract.
Insights show mentions, website clicks and discovery topics for the past 28 days. For an online business a mention counts only when ChatGPT references your website; your name alone does not count.
Two approvals stand between you and the data: a claim verification (phone, email, DNS or Shopify) and an identity check through Persona.
Blank metrics are common. Data appears only above a reporting threshold that OpenAI has not published.
Claiming does not make ChatGPT recommend you more often. OpenAI says recommendations stay independent, and advertising does not influence them.
Business Agents, the chat feature, are limited to eligible US ecommerce and online service businesses for now.
What is ChatGPT Business Hub?
Business Hub is the control panel for “Businesses in ChatGPT”, which OpenAI announced on 10 November 2026. It is where a business claims its profile, updates its information, connects a product feed, reads its insights and, if eligible, builds a Business Agent. OpenAI calls the launch “an early step” and says it plans to expand to more markets and business categories over time.
It is not the ChatGPT Business subscription, which is a paid workspace plan for teams. Business Hub is about how your company appears to the 1.2 billion people OpenAI says use ChatGPT each week, and it costs nothing to claim.
If you have used Google Business Profile or Google Search Console, the shape is familiar: claim, verify, manage your details, read aggregated performance data. Business Hub does both jobs in one place, with far less data than Search Console for now.
Who can claim a business in ChatGPT today?
OpenAI’s rule is “any eligible business located where ChatGPT is available”, with eligibility depending on industry, location and its verification and integrity checks. In practice, the help centre adds three limits that matter:
- You need a website. Claiming is “initially available to eligible businesses with a website”.
- Local businesses are US-only for now. “Local stores and restaurants can currently claim only an existing U.S. listing.” A UK or EU shop, clinic or firm with a physical location cannot create one yet.
- Online businesses can add themselves. If ChatGPT has no listing for an eligible online business, you may see an option to add it.
Some categories are held back until OpenAI has “the safeguards needed to support them responsibly”. It has not published that list, so the claim flow is where you find out.
Enterprise customers and ChatGPT Ads advertisers can claim through their OpenAI representative. Shopify merchants can start from the Shopify admin. Everyone else uses the steps below.
How to claim your business in ChatGPT
These are the steps from OpenAI’s help centre, in order. Allow a few days, because two of them wait on OpenAI’s review.
- Sign in to ChatGPT and open Business Hub from the sidebar, or go to chatgpt.com/business-hub.
- Search for your business by name. Select the listing that matches and confirm which ChatGPT account will manage it. If you cannot find it and you run an eligible online business, choose the option to add it.
- Pick a verification method. Depending on your business you will be offered a business phone (code by SMS or automated call), a business email (code), your website domain (add the TXT record to your DNS, then select “Verify domain”) or your Shopify store.
- Wait for claim approval. OpenAI reviews the claim and emails its decision or a request for more information. You can cancel while it is pending.
- Complete identity verification with Persona. You may need a government-issued ID, business registration details and proof that you are authorised to represent the business. Until this is approved you cannot publish changes, connect a feed, view insights or create an agent.
- Update your profile. Once both approvals are through, edit your website, description, category, logo, cover photo and delivery and return policies. OpenAI reviews changes before they go live.
- Open Insights in Business Hub to see mentions, website clicks and discovery topics.
Three things people miss:
- The blue check comes from Persona, not from claiming. A claimed but unverified profile has no badge.
- If someone has already claimed your business, open its profile, choose the ••• menu and select “Dispute ownership”, then verify with Persona.
- You can give your team or agency access. The admin who claimed the business can invite teammates and grant agency access in Business Hub. Each person uses their own ChatGPT account. Do not forward a personal claim invitation.
What does ChatGPT Business Hub show?
Insights cover aggregate activity for the past 28 days. There are three metrics.
| Metric | What OpenAI says it counts | What it cannot tell you |
|---|---|---|
| Mentions | For an online business, answers where ChatGPT references your website. For a local business, answers that show a result for your location, even if nobody opens it. | Which question triggered it, how you were described, or whether you were recommended first or listed fifth. |
| Website clicks | Clicks on links to your website inside ChatGPT. OpenAI notes that clicks “don’t confirm website visits or conversions”. | Which page people wanted, or whether they became a customer. That stays in your own analytics. |
| Discovery topics | Common themes across the ChatGPT answers that mentioned or cited your business. | Individual prompts or customer intent. These are aggregate categories only. |
What you will not see, by design: individual conversations, prompts, user data, chats with your Business Agent, competitors or share of voice. There is no export or API yet.
What counts as a mention in ChatGPT?
This definition is narrower than most people expect, and it is the most important line in OpenAI’s documentation.
For an online business, a mention counts only when ChatGPT references the business’s website. If ChatGPT names your brand in an answer but does not cite or link your site, that is not a mention. OpenAI puts it plainly in its own FAQ: “Naming the brand alone doesn’t count.”
For a local business, a mention counts when ChatGPT shows a result for that location, whether or not the customer opens the listing or visits the website.
The practical consequence: a business can be recommended by name regularly and still show few mentions, because ChatGPT drew its answer from directories, reviews or news rather than from the business’s own pages. That is a reason to make your site the source ChatGPT cites, not a reason to distrust the dashboard.
Why are my Business Hub insights blank?
A blank metric does not mean zero activity. OpenAI lists three causes: the activity has not reached the reporting threshold, data is still being collected, or reporting is unavailable. It has not published the threshold. Some testers who verified on launch day reported empty dashboards while others saw data, so expect a lag.
Insights are also withheld until your Persona verification is approved, even if your claim went through. If a metric stays blank after that, OpenAI says to contact its support team.
What are ChatGPT Business Agents?
A Business Agent is an optional chat assistant that a verified business can build, test and publish inside ChatGPT. When your business appears in an answer, people can open your profile and, if an agent is published, start a separate conversation with it about your products and policies. The chat is labelled, kept apart from the person’s original ChatGPT conversation, and distinct from ChatGPT’s own independent answers.
The limits at launch:
- Available only to eligible ecommerce and online service businesses in the US with a website, subject to the industry rules in OpenAI’s Business Agents policy.
- The agent can explain products and policies and link to your website. It cannot complete purchases, take bookings or check an order.
- You can sponsor your agent as the destination for ChatGPT ads. Sponsored placements are labelled and kept separate from organic answers.
- Shopify is not required. Retailers can also upload a CSV product feed with prices and availability.
OpenAI says more markets and categories will follow, but has given no dates.
Does claiming your business change how ChatGPT recommends you?
No. OpenAI is direct about this across all three launch documents:
- “ChatGPT continues to make independent recommendations and comparisons. Claiming does not guarantee higher placement or sales.”
- “Claiming a profile or disputing ownership doesn’t change its visibility in ChatGPT.”
- “Advertising doesn’t influence ChatGPT’s independent answers.”
What claiming does change is the information ChatGPT has about you. Your corrected description, category, policies and product feed become inputs it may use, alongside everything else it reads on the web. OpenAI also warns that updates “can take time to appear” and that ChatGPT “may also use other sources” when answering about your business.
Leak vs launch: what we predicted and what shipped
We published the first version of this article on 7 November, a day after screenshots of an “unreleased/beta” banner leaked. Here is how the launch compares.
| What the leak suggested | What actually shipped |
|---|---|
| “Impressions” and clicks on a daily chart | Mentions and website clicks over a rolling 28 days, plus discovery topics. “Impressions” is not used. |
| A mention meant appearing in a response | For an online business, only a reference to your website counts. The brand name alone does not. |
| Shopify login was the visible verification route | Four routes: business phone, business email, DNS TXT record and Shopify, plus a mandatory Persona identity check before insights unlock. |
| Nothing on eligibility | A website is required. Local businesses: existing US listings only. Some categories held back. |
| A “business agent” was mentioned in passing | Business Agents launched the same day, for US ecommerce and online services only, with ad sponsorship built in. |
| Unclear whether data would be thresholded | Confirmed: insights appear only above an unpublished threshold. |
Our main prediction held: this is first-party data on ChatGPT visibility, and it does not explain itself. The surprises were the strict mention definition and the identity verification step.
How it compares with Bing and Google
| ChatGPT Business Hub | Bing Webmaster Tools AI Performance | Google Search Console | |
|---|---|---|---|
| AI surface | ChatGPT | Microsoft Copilot and Bing AI answers | Google Search including AI Overviews and AI Mode, mixed with normal results |
| Appearances | Mentions (website references or location results) | Citations of your pages | Impressions |
| Clicks | Yes | No | Yes |
| Queries or prompts | Discovery topics only (themes, not prompts) | Sample grounding queries | Yes, for search queries |
| Competitors | No | No | No |
| Time range | Past 28 days | Configurable | Up to 16 months |
| Verification | Claim plus Persona identity check | Site ownership | Site ownership |
Business Hub is the only one of the three that is a business profile rather than a site property, which is why it asks who you are and not just whether you control the domain.
What to do after you claim
Claiming gives you a scoreboard. These five steps turn it into something you can act on. They are the steps we run for clients in an AI Visibility Audit, and you can do the first four yourself.
- Fix what ChatGPT can read. Check that your robots.txt and firewall do not block OAI-SearchBot, OpenAI’s crawler for ChatGPT search. If ChatGPT cannot fetch your pages it cannot reference your website, and under the new definition that means no mentions.
- Make your business details consistent everywhere. Business Hub lets you set your description, category and policies, but ChatGPT still reads your website, Google Business Profile, directories and review sites. Conflicting names, addresses, services or hours make you harder to recommend.
- Build a prompt baseline this month. Business Hub shows how many mentions, not which questions. Track 20 to 50 real customer questions across ChatGPT, Gemini, Perplexity and Google AI, recording whether you are named, how, and who is named instead. Our guides to tracking AI brand mentions and checking brand visibility in ChatGPT show how.
- Reconcile clicks with GA4. ChatGPT traffic usually arrives with the source
chatgpt.com. Compare Business Hub’s clicks with those sessions and follow them through to enquiries. Treat GA4 as a floor: a tagging bug in October 2026 hid ChatGPT referrals for about a week. - Review monthly with all three sources side by side. Business Hub tells you how much changed, prompt tracking tells you where and against whom, and analytics tells you what it was worth. Our article on AI search visibility metrics covers what to report.
For UK law firms, accountants and clinics, step three matters most right now, because you cannot claim a local listing yet. Tracking and fixing the signals ChatGPT uses, which our guide to GEO for law firms sets out, is work you can start today, and it is what the dashboard will eventually measure.
Our view
This is the most useful measurement change AI search has had. For two years every AI visibility report, including ours, has been built from the outside by sampling prompts. Now there is an inside number, and anyone selling GEO or AEO should expect to be judged against it.
The number is also narrower than the excitement around it. A mention requires ChatGPT to reference your website, data is withheld below a threshold, and nothing in the dashboard explains a rise or a fall. Businesses that pair it with prompt tracking and a baseline from before launch will be able to prove their work moved the line. Everyone else will be looking at a chart they cannot read.
Want to know where you stand before your data arrives? Get a free AI visibility snapshot: five of your customers’ questions across ChatGPT, Perplexity, Claude and Google AI, who is named instead of you, and three fixes, within 48 hours. For the full picture, our AI Visibility Audit tests 25 questions and delivers a ranked plan in five business days.
Frequently asked questions
How do I access ChatGPT Business Hub?
Sign in to ChatGPT and open Business Hub from the sidebar, or go directly to chatgpt.com/business-hub. Search for your business, verify your claim by business phone, business email, DNS record or Shopify, then complete identity verification with Persona. Insights unlock only after both approvals.
Is ChatGPT Business Hub free?
Yes. OpenAI lists no fee for claiming a business or using Business Hub, and you do not need a ChatGPT Business subscription, an ads account or an Enterprise agreement. ChatGPT Ads, including sponsoring a Business Agent, are paid and separate.
Is ChatGPT Business Hub available in the UK and Europe?
Partly. Any eligible online business with a website in a country where ChatGPT is available can claim, including the UK and EU. Local stores and restaurants can currently claim only an existing US listing, and Business Agents are limited to the US. OpenAI says it plans to expand to more markets but has not given dates.
What is the difference between ChatGPT Business and Business Hub?
ChatGPT Business is a paid team subscription for using ChatGPT at work. Business Hub is a free dashboard for managing how your company appears in ChatGPT answers and seeing how often it is mentioned. You do not need one to use the other.
Does ChatGPT Business Hub show which prompts mention my business?
No. It shows discovery topics, which are aggregate themes across the answers that mentioned or cited you, but not individual prompts, conversations or user data. To see the actual questions and who is named instead of you, you still need external prompt tracking.
Why does Business Hub show no mentions when ChatGPT recommends us?
Most likely because of the mention definition. For an online business a mention counts only when ChatGPT references your website, so being named without a citation does not register. Data is also withheld below a reporting threshold, and insights stay blank until your Persona verification is approved.
Can my agency manage our ChatGPT business profile?
Yes. The admin who claimed the business can invite teammates and grant an agency access from Business Hub. Each person signs in with their own ChatGPT account. If the business was claimed inside a ChatGPT workspace, invitees may need to be members of that workspace.
Sources
- OpenAI, “Introducing Businesses in ChatGPT”, 10 November 2026.
- OpenAI Help Center, “Setting up your business on ChatGPT”.
- OpenAI, “Businesses in ChatGPT: Claim Your Business” (product page and FAQ).
- OpenAI, Businesses in ChatGPT policy, updated 10 November 2026.
- OpenAI, Business Agents policy.
- Search Engine Roundtable, “Businesses in ChatGPT Business Hub Live With Click Data”, 10 November 2026.
- Search Engine Roundtable, “OpenAI Working On ChatGPT Tools For Business For Analytics & Citations”, 6 November 2026.
- Search Engine Land, “Bing Webmaster Tools AI Performance report”.
Ahmad is the Founder of Foundier, an AI SEO agency that gets businesses recommended by ChatGPT, Perplexity, Claude, and Google AI Overviews. His focus is simple: when your buyers ask AI who to hire, your name should be the answer, not a competitor's.