Businesses in ChatGPT: what B2B and services firms need to know

OpenAI launched Businesses in ChatGPT in beta on 10 November 2026. It lets a business claim its profile inside ChatGPT, correct the details ChatGPT shows about it, and see how often it is cited. For most B2B and services firms the short answer today is: not yet. The first wave is US-led, claiming as a services business is not yet open, and the identity checks are built around US registrations.

It still matters now. ChatGPT already describes your organisation to the people asking about it, whether you claim the profile or not. The firms that prepare their public record before claiming opens will be the ones whose profile is right on day one.

OpenAI @OpenAI

Now in beta: Businesses in ChatGPT. Claim your business, manage your information, and get insights on how people engage with you. Eligible businesses can also build a Business Agent to answer customers' questions and help them explore what you offer.

10 Nov 2026 View on X ↗

What Businesses in ChatGPT and Business Hub are

Businesses in ChatGPT is a set of tools, managed from a new Business Hub (chatgpt.com/business-hub), that sits on top of the business profiles ChatGPT already shows in its answers.

Feature	What it does	Who gets it now
Claimed profile	Edit your name, category, address or service area, hours, contact details and products or services	Eligible businesses with a website, where ChatGPT is available
Blue check	Shows the profile has been claimed and the owner verified	After the Persona identity check
Insights	Mentions, profile views, website clicks and discovery topics	After claim and identity check, subject to data thresholds
Business Agent	A conversational agent people can chat with from your profile	Eligible US e-commerce and online service businesses
Sponsored agent	Use your Business Agent as the destination for ChatGPT Ads	Advertisers with an eligible agent

Retailers can also upload product feeds with pricing and availability. OpenAI lists no fee for claiming during the beta; ChatGPT Ads is a separate, paid product. OpenAI says it does not share users’ conversations or Business Agent chats with businesses.

Who can claim a ChatGPT business profile today

Officially, any eligible business with a website in a country where ChatGPT is available can claim. In practice, the first days point to a US-first rollout.

• US e-commerce and online services are the clear first wave, and the only group eligible for Business Agents.
• Local stores and restaurants can reportedly claim only an existing US listing for now, though early accounts vary.
• Services firms cannot claim yet. When we tried to claim Morris McLane’s own profile as a services business, claiming was not yet open and we were placed on a waitlist. Other early users saw the services option marked “coming soon”. OpenAI’s policy says it may hold off on some categories until it has the safeguards to support them.
• Identity checks outside the US are the sticking point. Early users on X report that the Persona check pushed a Canadian business towards a US registration, and that mainland China is not supported.
• Shopify merchants and enterprise customers have their own routes. Shopify stores can connect from Business Hub or the Shopify admin; Enterprise customers and advertisers can claim through their OpenAI representative. OpenAI says it plans to bring Business Agents to more markets and categories, but has given no dates.

How to claim your business on ChatGPT

Claiming has two gates: proving you control the business, then proving who you are. Nothing you edit goes live until both are passed.

1. Open Business Hub. Sign in to ChatGPT and open Business Hub from the sidebar or at chatgpt.com/business-hub. You must own the business or be authorised to represent it.
2. Find your listing. Search for your business and select it, or add an eligible online business if it is missing.
3. Verify control of the business. Pick one of the methods offered for your listing:
   • business phone, by text or automated call
   • business email address
   • a DNS TXT record on your website’s domain
   • your Shopify store
4. Wait for review. OpenAI reviews the claim and emails a decision, or asks for more information. The claim shows as pending until then.
5. Complete the Persona identity check. This can ask for government-issued ID, business registration details and proof that you can represent the business. It unlocks the blue check, publishing edits, product feeds, insights and, if eligible, a Business Agent.

For most firms with an IT team, DNS is the cleanest option: it ties the claim to the domain rather than to one person’s phone or inbox. No review times have been published, and early users outside the US report more trouble with the Persona step than with the review queue.

What Business Hub insights show

Insights are aggregated over the past 7 or 28 days and appear only once there is enough activity to protect user privacy. Individual chats and prompts are never shared.

Metric	What it counts	Caveat
Mentions	For online businesses, answers that cite your website. For local businesses, results shown for your location	For online businesses, your brand name appearing on its own does not count
Profile views	Opens of your ChatGPT profile	None published
Website clicks	Clicks on links to your site	Does not confirm a visit or a conversion
Discovery topics	The top five themes in conversations that cite you, with each one’s share	Themes, not the questions people actually asked

The mentions definition matters. For an online business it measures citations of your website, not how often ChatGPT talks about you. A firm discussed often but rarely cited will look quiet here. Some early claimants saw no data at all straight after claiming.

Barry Schwartz @rustybrick

ChatGPT Business Hub with click data, mentions, query'ish data and more is live now

10 Nov 2026 View on X ↗

For what to track alongside it, see the AI visibility metrics that matter.

ChatGPT Business Agents and ChatGPT Ads

The launch links organic profiles to paid placement. When your business appears in an answer, a user can open its profile and start a conversation with your Business Agent. You can then sponsor that agent and use it as the destination for ChatGPT Ads, with sponsored placements labelled and kept apart from ChatGPT’s own answers.

For now the agent does not complete purchases, bookings or orders. It explains products and policies and sends people to your website. OpenAI’s policy for agents also sets rules on behaviour: they must say they are AI, keep prices accurate and avoid pressure tactics.

For advertisers, the landing page becomes a conversation, not a web page. That changes what you brief, what you test and what you measure. Claiming a profile, publishing an agent and running ads are three separate steps. Claiming alone does not guarantee better placement or more sales, and sponsoring an agent reportedly does not change how often ChatGPT recommends you in its answers. For how the ad side works today, see how advertising inside ChatGPT works and who can advertise in ChatGPT.

Business Agents are limited to eligible US e-commerce and online service businesses for now. Other firms can still plan for them. Agree what an agent may and may not say, who signs it off, and how it handles regulated topics, before the option arrives.

The reputation risk

A claimed profile gives you a say, not control. OpenAI’s policy for business profiles says profiles may also include information from other sources, and that businesses remain responsible for what they provide, even though OpenAI “does not verify every detail or resolve every factual dispute”. The blue check shows who is behind a profile; it does not mean everything on it has been checked.

Three things follow for boards, trade bodies and regulated firms:

• Your unclaimed profile is already live. ChatGPT draws on the open web to describe you, so outdated or wrong information can surface before you can correct it. See what to do when ChatGPT gets your company wrong.
• Someone else could claim first. Early users, including Search Engine Roundtable’s Barry Schwartz, have raised concerns about profiles being hijacked. A profile can be disputed through a “Dispute ownership” option that runs through Persona, but the process is untested at scale.
• What you publish becomes a statement. The policy requires profile details to be accurate and kept current, and bars false or misleading claims about prices, availability, qualifications or likely results. Edits and agent answers are attributable to you, so they need the same sign-off as any public communication.

What to do while you wait

• Join the waitlist in Business Hub, so you hear as soon as claiming opens for your category.
• Ask ChatGPT what it says about your organisation, your leaders and your sector, and record the answers and the sources it cites.
• Correct the public record those answers draw on: your website, directory listings, company registry entries, Wikipedia and trade body pages. Our guide to fixing AI misinformation about your brand covers how.
• Make sure your website states plainly who you are, what you do, where you operate and who you serve, so it is the source worth citing.
• Decide who will own the profile, and get DNS access lined up for verification.
• Have the named owner’s ID and your company registration documents ready for the Persona check.
• Agree a sign-off process for profile edits and any future agent answers.
• Watch for anyone claiming your business, and know how you would dispute it.

How Morris McLane can help

We help organisations see how they appear in ChatGPT and other AI assistants, fix the sources those answers draw on, and get ready to claim, verify and manage their profile when it opens. For advertisers, we plan and run paid placement inside ChatGPT and other AI assistants. Talk to us about AI search visibility, or request an AI visibility audit.

This guide reflects the beta as of 11 November 2026 and will be updated as access widens. Details from early users are reported experiences, not confirmed by OpenAI.

Sources

• OpenAI’s launch post (X)
• Introducing Businesses in ChatGPT (OpenAI)
• Businesses in ChatGPT (OpenAI)
• Businesses in ChatGPT policy (OpenAI)
• Business Agents policy (OpenAI)
• Creating or claiming a business profile (OpenAI Help Center)
• OpenAI lets businesses claim ChatGPT profiles, adds AI agents for US e-commerce firms (Reuters)
• OpenAI Launches Business Hub and Business Agents in ChatGPT (Unite.AI)
• OpenAI lets businesses claim ChatGPT profiles and launch their own agents (The Next Web)
• A deep dive into Businesses in ChatGPT (Flavio Copes)
• Businesses in ChatGPT Business Hub Live With Click Data (Search Engine Roundtable)
• Barry Schwartz on Business Hub going live (X)
• Report of a Canadian Persona verification issue (X)
• Report that Persona does not support mainland China (X)