ChatGPT Business Hub is where you claim your company inside ChatGPT. OpenAI launched it in beta on November 10, 2026. Open Business Hub in the ChatGPT sidebar, find your business, verify it by phone, email, website domain or Shopify, then pass an identity check with Persona. After that you can edit your profile and see mentions and website clicks.
In September I wrote that OpenAI wants your monthly AI budget and lets you spend it on anyone's tools. This launch is the other half of that plan. OpenAI says 1.2 billion people use ChatGPT each week, and now the businesses they ask about can manage how they show up. Here is what changed, who can use it and what I would do this week.
- Business Hub (beta): claim your business, update its details, add a product feed and see insights.
- Verification: claim with a phone code, an email code, a DNS TXT record or Shopify, then an ID check with Persona.
- Insights: mentions, website clicks and discovery topics over the past 28 days, never individual chats.
- Business Agents: only eligible US ecommerce and online service businesses with a website, for now.
- No shortcut: OpenAI says claiming does not make ChatGPT recommend you more often.
in
“OpenAI dropped GPT-6.1 Sol and Dots. Is Opus in trouble?”
What Is ChatGPT Business Hub?
Business Hub is a dashboard inside ChatGPT for business owners and the people they authorize. You open it from the sidebar on the web. It is part of a beta OpenAI calls Businesses in ChatGPT. It does 3 things: it lets you claim your listing, keep its facts current and see how people reach you through ChatGPT.
The facts you can supply are the ones buyers ask about. Website, description, category, logo, delivery policy and return policy, plus a product feed with prices and availability. OpenAI reviews every change before it goes live. ChatGPT can still use other sources when it answers questions about your business.
Who Can Claim a Business in ChatGPT?
Any owner or authorized representative of an eligible business, in a place where ChatGPT is available. You do not need an ads account or a ChatGPT Enterprise agreement. Availability depends on the business's location and type. Online businesses that are not listed yet may be able to add themselves. Local stores and restaurants can only claim an existing US listing for now.
Enterprise customers and advertisers can also go through their OpenAI representative. Shopify merchants can start from the Shopify admin. Each brand is managed on its own, and claiming the main brand does not claim its locations.
How to Claim Your Business in ChatGPT
It takes 5 steps and 2 approvals from OpenAI. Here is the order from OpenAI's help article, read November 11, 2026.
- Sign in to ChatGPT on the web, open Business Hub from the sidebar and search your business by name.
- Pick the listing that matches and confirm which ChatGPT account will manage it. If you run an online business and cannot find it, you may see an option to add it.
- Verify the claim with one of the methods offered: a code by text or call to the business phone, a code to the business email, a TXT record on your domain's DNS, or a Shopify login.
- Wait for OpenAI to approve the claim by email. You can cancel the request while it is under review.
- Complete identity verification with Persona. You may need a government ID, business registration details and proof that you can represent the business.
My pick for a B2B company is the website domain. Whoever runs your DNS adds one TXT record, and it proves you control the same domain ChatGPT cites. Keep the business name, address and registration number identical to your official records, as OpenAI's help page asks.
- You sell on Shopify: connect the Shopify store and verification runs through it.
- You control your website's DNS: add the TXT record ChatGPT shows you.
- You read the inbox tied to the business: use the email code.
- The listed business number rings on your phone: use the text or call code.
What Does Persona Verification Unlock?
Almost everything. An approved claim only gets you into Business Hub. Publishing changes, connecting a product feed, seeing insights and creating an agent all wait for Persona. The blue check on your profile also appears only after Persona approves you.
| Feature | Claim approved | Claim and Persona approved |
|---|---|---|
| Open the business in Business Hub | Yes | Yes |
| Publish changes to business details | No | Yes |
| Connect a product feed (CSV, hosted URL or Shopify) | No | Yes |
| Insights: mentions, clicks, discovery topics | No | Yes |
| Verified badge (blue check) | No | Yes |
| Create a Business Agent | No | Yes, if eligible (US ecommerce and online services) |
One warning. If you use Persona to create a new profile, OpenAI's approval publishes it automatically, with no separate step. OpenAI Support cannot delete or hide a published profile. So finish the description before you submit.
What Is a ChatGPT Business Agent?
A Business Agent is a chat with your business inside ChatGPT, built from information you give it. When your business shows up in an answer, people can open your profile and start a separate, clearly labeled conversation with your agent. It explains your products and policies and links to your website.
The limits are strict today. Agents are only for eligible ecommerce and online service businesses in the US with a website, in categories the Business Agents Policy allows. The agent cannot complete a purchase, book a slot or check an order. Customers do that on your website. You preview it, test it and publish it yourself, and only a published agent can chat.
Businesses can also sponsor their agent and use it as the landing spot for ChatGPT Ads. Sponsored placements are labeled. OpenAI says advertising does not influence ChatGPT's independent answers.
The policy reads like a good sales manager's rulebook. The agent must say it is AI, cannot invent prices or results, cannot keep pushing after someone says no and cannot ask for IDs or financial credentials. For a sales team that is good news. It draws the line between a helpful rep and a spam bot.
What Insights Does Business Hub Show?
3 signals over the past 28 days: mentions, website clicks and discovery topics. A mention for an online business counts only when ChatGPT references your website. Your brand name alone does not count. For a local business, a mention counts when ChatGPT shows that location as a result.
Discovery topics group the themes of answers that cited you. You never see individual prompts or chats, including chats with your own agent. A blank metric can mean you are under the reporting threshold, so blank does not mean zero.
This is the part I care about most. Until now, knowing how often ChatGPT cites you meant third-party tracking tools or guesswork. Business Hub gives you a count straight from OpenAI. It is aggregated and has thresholds, but it is the vendor's own number.
Will Claiming Make ChatGPT Recommend You More?
No. OpenAI's help page is direct: claiming lets you manage your information, and it does not guarantee more visibility or give you control over ChatGPT's independent recommendations. Advertising does not change those answers either.
So the work that gets you cited stays the same. A mention counts when ChatGPT references your website, which means your site has to answer the questions your buyers ask. Business Hub fixes your facts and measures the result. That is why we publish pages like this one on the day the news breaks.
What Changed on November 10, 2026?
Before the launch, the only business route OpenAI points to is Shopify Catalog, which already brought eligible Shopify products into ChatGPT. Everything else in the table is new in OpenAI's release notes on November 10.
| Item | Before November 10 | From November 10, 2026 (beta) |
|---|---|---|
| Business Hub | No entry in ChatGPT's release notes | Beta, opened from the sidebar on the web |
| Claim and edit your business details | No entry in ChatGPT's release notes | Any eligible business where ChatGPT is available |
| Product prices and availability | Shopify products through Shopify Catalog | Any verified business can connect a CSV, a hosted feed or Shopify |
| Mentions, clicks and discovery topics | No entry in ChatGPT's release notes | 28-day insights after Persona approval |
| Business Agents | No entry in ChatGPT's release notes | US ecommerce and online services with a website |
What Should You Do This Week?
If you run a B2B company, claim it now. It takes one DNS record and one ID check, and the insights alone are worth it.
- Search your company in Business Hub and check what ChatGPT already shows about you.
- Claim it with the website domain method and ask whoever runs your DNS to add the TXT record.
- Pass Persona with registration details that match your official records exactly.
- Rewrite the description in the words your buyers use, and set the right category.
- Write down your mentions, clicks and discovery topics, then check again in 28 days.
Selling online in the US? Build the Business Agent too. Test it with the 5 questions your sales team hears most, and publish only when every answer is right. If an agency runs this for you, the admin who claimed the business can give the agency access from Business Hub, with each person on their own ChatGPT account.
How ChatGPT compares to Claude as a work tool for your team is in Claude vs ChatGPT for business.
If you want your company to be the one buyers find in AI answers, that is part of our go-to-market consulting at Growth Cab.
Frequently asked questions
Is ChatGPT Business Hub free?
OpenAI's announcement and help article list no fee to claim a business, and you do not need an ads account or a ChatGPT Enterprise agreement to do it. Advertising, including sponsoring a Business Agent, is a separate product. Business Hub is in beta, as of November 11, 2026.
Who can create a ChatGPT Business Agent?
Only eligible ecommerce and online service businesses in the US with a website, in categories allowed by OpenAI's Business Agents Policy. You first need an approved claim and an approved Persona identity check. Then you review, test and publish the agent. Customers can chat only with a published agent.
Can my agency manage my business in ChatGPT?
Yes. The admin who claimed the business can add teammates in Business Hub and give an agency access to manage the business or its agent. Each person uses their own ChatGPT account. OpenAI says not to forward a personal claim invitation to give someone access.
Does Business Hub show what people ask ChatGPT about my business?
No. Business Hub shows aggregate mentions, website clicks and discovery topics over the past 28 days. Discovery topics are themes from answers that cited your business. OpenAI does not share individual prompts or conversations, including chats with your own Business Agent.
Sources
OpenAI, Introducing Businesses in ChatGPT, November 10, 2026, read November 11, 2026.
OpenAI Help Center, Setting up your business on ChatGPT, read November 11, 2026.
OpenAI Help Center, ChatGPT release notes, November 10, 2026 entry, read November 11, 2026.
OpenAI, Business Agents Policy, read November 11, 2026.
