Business profiles in ChatGPT: how to claim yours and what you get

Since 10 November 2026, there has been a way to get an initial indication: that’s when OpenAI launched Businesses in ChatGPT in beta. Businesses can take ownership of their profile, update their details and see how often they’re mentioned. OpenAI has not promised that a profile will make ChatGPT recommend you more often. That’s worth understanding before you spend time on it.

The tool is called Business Hub, and you can access it from ChatGPT’s sidebar. It lets businesses claim a profile (take ownership of it) and, once their identity has been verified, update their website, description, category, logo, and delivery and returns policies. If you sell products, you can add a product feed with prices and stock availability.

Once your claim and identity check have been approved, Business Hub also shows insights for the past 7 or 28 days: how many mentions your business has received, how many people have clicked through to your website, and which themes (discovery topics) recur in answers that mention or cite you. OpenAI does not share individual conversations with businesses.

Business Agent, an AI representative that answers clients’ questions, is currently only available to e-commerce businesses and online services in the US. OpenAI says businesses can sponsor their agent and use it as a destination for ads in ChatGPT. Claiming a profile, using an agent and running ads are three separate things. We’ve covered ads in ChatGPT Ads in Sweden.

The profile is a way to give ChatGPT accurate information and measure results. It is not a way to control where you appear. OpenAI’s help article says that claiming a profile does not guarantee greater visibility or give you direct control over ChatGPT’s own recommendations. It also says ChatGPT may use sources other than your profile when answering questions about you.

The insights also measure different things depending on the type of business. For an online business, a mention is counted when ChatGPT refers to its website; the name alone does not count. For a local business, a mention is counted when ChatGPT displays a result for the location, even if no one opens it.

Online businesses can, according to our test on 11 November. Searching for Pigment returned "No matching business", but Business Hub offered to create the business. For shops and restaurants with a physical address, the situation is different. OpenAI says they can currently only claim a profile that already exists in ChatGPT, and only in the US. There is no mention of adding a new shop or restaurant. We haven’t tested this with a Swedish shop or restaurant, so we don’t have an answer there yet.

Our application has been submitted and is under review, with a decision expected within a few days.

1. Log in to ChatGPT, open Business Hub and search for your business name. If it isn’t listed and you’re an online business, you can create it.
2. Write your description and choose your categories. Check the details you enter: when you create a new profile, it is published automatically once the identity check is approved. Support cannot unpublish a live profile to resolve setup or ownership issues.
3. Verify your connection to the business by phone (SMS or call), business email, a DNS record on your domain or Shopify. Our SMS code didn’t arrive, so we requested a call instead. An AI voice called and read out the code.
4. Complete the identity check with Persona, the service OpenAI uses. Without it, you cannot publish changes, connect a product feed, publish an agent or view insights. In our case, we photographed an identity document and had our photo taken. Make sure your business name, address and company registration number match the details in the company register.
5. Wait for confirmation by email, then check your insights after a few days. An empty panel does not necessarily mean zero: OpenAI only displays figures once there is enough data to meet a threshold.

One observation from our test: we were shown questions about returns and delivery even though we’re an agency, and the returns policy was set to "Returns not accepted" by default. Check what is saved to your profile so that nothing misleading is published.

The available research points in the same direction. BrightLocal reviewed 800 local searches in ChatGPT in the US in November 2024, before business profiles existed. Businesses’ own websites accounted for 58 per cent of sources, mentions on other sites for 27 per cent, and directories for 15 per cent. Forums did not feature at all.

For Sweden, KLOTA studied 189 Swedish online shops on 4 November 2026. Among shops with at least 500 words on their website’s front page and headings written as questions, 3 out of 50 were never mentioned in any of the answers from ChatGPT and Claude. Among shops with little text and no question-based headings, the figure was around one in four. KLOTA itself notes that this shows correlation, not causation: shops with more text may also be better developed in other ways. An llms.txt file made no noticeable difference: 16 per cent of shops with the file and 15 per cent without it were never mentioned.

Both studies were carried out by businesses selling tools or services in this field, and neither covers Swedish local businesses. KLOTA funded its own study and openly acknowledges this. Taken together, though, they suggest that your website should be your first priority, ahead of your profile. ChatGPT can also answer from the model’s own memory without citing any sources at all, as we showed when we asked several AI services the same question in How to get seen when a machine writes the answer.

A promise to "get you higher up in ChatGPT" cannot be substantiated. We have not found any study showing that visibility in ChatGPT brings in more clients. Instead, ask for before-and-after measurement: ten to fifteen questions your clients actually ask, run through several AI services on several occasions, because answers vary from one run to the next. If you’d like help reviewing your website for search and AI answers, take a look at our work on search engine optimisation.

• OpenAI, Introducing Businesses in ChatGPT, 2026-11-10
• OpenAI Help Center, Setting up your business on ChatGPT
• BrightLocal, Uncovering ChatGPT Search Sources
• KLOTA, Why doesn’t ChatGPT mention your online shop? I tested 189 Swedish e-commerce businesses, 2026-11-07