ChatGPT Business Hub: claiming your business in ChatGPT, and what it does and does not do

Since 10 November 2026, you can claim your business in ChatGPT. OpenAI introduced "Businesses in ChatGPT" in beta, with its own management area: the Business Hub. There you confirm your business details, see how often ChatGPT points to your website and, in the United States, can deploy an AI assistant for your store. Shopify is now emailing its merchants about it with the message "Claim your brand on ChatGPT".

That is good news, because it is the first time you have some say in how your business is described in ChatGPT. But it is not a button for more recommendations. Below you can read what it is, how to set it up and where the limits are.

What is the ChatGPT Business Hub?

The Business Hub is to ChatGPT roughly what a Google Business Profile is to Google: a place where you, as the owner, manage your details. After claiming, your profile gets a blue check to show it has been verified. The Business Hub has three parts:

• Your business profile. Your website, a description, your category, your logo, contact details and, for online stores, your delivery and returns policy plus a product feed with prices and stock.
• Insights. A few numbers on how often ChatGPT mentions your website and how many people click through.
• Business Agents. An AI assistant that answers shoppers' questions based on your products and policies. At launch, this is only available to online stores and online service businesses in the United States.

According to OpenAI, changes to your profile are reviewed before they go live. So this is not a place to say whatever you like either.

Which insights do you get?

The numbers are useful, but limited. According to the first descriptions, you see the following for the last 7 or 28 days:

• Mentions: how often ChatGPT cited your website as a source. Just naming your brand does not count.
• Website clicks: how often someone clicked through from ChatGPT to your site. These are clicks, not visits or orders.
• Topics: common themes in the conversations where you were mentioned.

You do not see the conversations themselves. Numbers only appear above a certain threshold, so an empty counter does not necessarily mean zero. And you only see ChatGPT, not Gemini, Perplexity or Claude, and not how often your competitors are mentioned.

If you want to know how many visitors really arrive via AI, check your own analytics as well. See measuring AI traffic in Google Analytics 4.

How to claim your business

You claim your business at chatgpt.com/business-hub, logged in with your own ChatGPT account. Use an account that stays with the business, for example the owner's, and agree who manages the profile.

With Shopify

For Shopify stores it is easiest. You choose Connect Shopify, log in to your store and grant permission. You can also start from the Shopify admin, or install the ChatGPT app for Shopify: your store is then verified automatically and your product catalogue is connected.

Without Shopify

Without Shopify, you prove in another way that the website is yours. The options mentioned are a DNS record (TXT) on your domain and, in some cases, a code via your business phone number or email address. OpenAI may also ask for an identity check, for example with an ID document and your business details.

After claiming

1. Check your details. Name, website, category and contact details must match your website and your Google Business Profile exactly. Conflicting details make AI uncertain.
2. Write a clear description. What do you do, for whom and where? Concrete, without marketing speak.
3. Online store? Get your delivery and returns policy right. ChatGPT and any Business Agent repeat what it says. An outdated returns page is passed on as outdated too.
4. Keep your product feed up to date. Prices and stock come from your feed or catalogue.

According to OpenAI, claiming is free. There is a separate, paid advertising option: with it you can, for example, sponsor your Business Agent. Sponsored placements are labelled as such.

Does it work outside the US?

Partly. According to OpenAI, claiming is open to businesses "where ChatGPT is available", but it is a beta and availability may differ by country and type of business. At launch the focus was on online stores and online services; physical locations and local service businesses were not fully open yet. Business Agents are US-only for now.

If you run a store on Shopify, you have probably received the email already and can try it straight away. If claiming does not work yet, check again in a few weeks.

What claiming does not do

This is the most important part. Claiming does not make ChatGPT recommend you more often. OpenAI itself says claiming does not guarantee higher placement or more sales, and that ChatGPT needs to stay objective. Whether you are mentioned remains ChatGPT's decision, and it also uses sources other than your profile.

What a claimed profile does do: it makes sure the information about your business is correct when ChatGPT mentions you. The right opening hours, the right website, current prices and the right returns policy. That is valuable, but it is something different from being mentioned.

Whether ChatGPT names you when someone asks "Where can I buy good grinding discs?" or "Which plumber in Utrecht is quick?" still depends on the same things as before:

• What others say about you: reviews, comparison sites, industry portals and articles. See mentions on other sites.
• What your own website makes clear: what you do, for whom, where and at what price. With structured data added.
• Whether your website can be found: ChatGPT searches the web live. Pages that search engines do not know, it will not find either. See IndexNow and Bing.

You can read more about how that choice works in how ChatGPT chooses which businesses to recommend. For online stores: AI shopping and product recommendations.

Business Hub and HelloGeoLabs: what is the difference?

The Business Hub shows how often ChatGPT points to your website. Useful, but you do not see which questions you are missing from, which competitors are mentioned instead and how you do with the other AI assistants.

HelloGeoLabs measures it from the other side: every week we ask ChatGPT, Gemini, Perplexity and Claude the same customer questions. Per question you see whether you are mentioned, in which position, which competitors come first and which sources AI uses. Then you get concrete steps to be mentioned more often. So the two complement each other: claim your profile in the Business Hub, and measure whether it makes a difference.

Frequently asked questions

Does claiming cost money?
No, according to OpenAI claiming is free. Advertising in ChatGPT is a separate, paid product.

Do I need Shopify?
No, but Shopify is the quickest route. Without Shopify you verify via your domain (DNS), and sometimes via your business phone or email.

Will I be mentioned more often if I claim?
Not automatically. OpenAI does not guarantee higher placement. A claimed profile does make sure the information about your business is correct when you are mentioned.

Should I do it right away?
Yes, if it is already available for your business. It is free, and it prevents someone else from claiming your profile or ChatGPT showing outdated details. If your business has already been claimed by someone else, you can dispute it.

Know what ChatGPT says about you now

Before you fill in your profile, it helps to know where you stand. Try the free AI check and see whether ChatGPT, Gemini, Perplexity and Claude mention your business when customers ask. If you want to follow the effect of your profile and other improvements, GEO tracking measures it every week.