On November 10, 2026, OpenAI launched Businesses in ChatGPT, for now as a beta. You can now claim and manage your own business profile in ChatGPT. So no more waiting to see what ChatGPT picks up somewhere. You supply what should be said about your business yourself.

What you can do with it

First, the profile itself. You manage your business description, your products or services, your contact details and your logo. If you do nothing, ChatGPT fills it in on its own, based on whatever it finds about you on the web. That might be right, but it doesn't have to be.

Then the product feed. If you run a webshop, you can supply your products with current price and stock. That works with a CSV file or a feed URL, and through Shopify, among others, where a connection does the work.

And the insights. Over the last 28 days you see three things:

  1. Mentions: how often ChatGPT links to your website. Just naming your brand doesn't count.
  2. Website clicks: how many people click through from ChatGPT to your site.
  3. Topics: the themes where ChatGPT mentions or cites you.

One small caveat: OpenAI only shows those numbers above a certain threshold. So an empty field doesn't automatically mean zero.

What already applies in the Netherlands

Online businesses in the Netherlands can claim right now. Physical stores and restaurants can only claim an existing US listing for now, so a local shop here will have to wait a bit longer.

Verification takes two steps. First you prove it's your business, through a business email address, a DNS record on your domain, your business phone number or a Shopify connection. Then comes an identity check with your ID and your business registration, which in the Netherlands means your KvK details. Your name and address have to match the official registration exactly. Only after that check can you publish changes, connect a feed and see the insights.

Shopping in ChatGPT and Business Agents are only available in the US for now. OpenAI hasn't given a date for the Netherlands or the rest of Europe yet.

ChatGPT Ads, on the other hand, already runs in the Netherlands. That's separate from your business profile. What just changed in bidding there, you can read in my piece on Target CPA in ChatGPT Ads.

Why this matters

This is the first data OpenAI itself gives you about your visibility in ChatGPT. Until now, visibility in AI search was mostly guesswork. This is a first real yardstick.

You had to make do with testing prompts one by one and checking how much traffic from chatgpt.com showed up in your analytics. That's still useful, but now there's a source on top of it that comes straight from the platform itself. And the topics where ChatGPT mentions you tell you right away which content is worth building out.

One thing to keep clear: claiming doesn't guarantee a higher spot in the answers. It does make sure ChatGPT has the right information about you, and that you see what it does with it.

How to go about it

  1. Claim the profile yourself, as the owner. Only the owner or someone officially allowed to act for the business can claim.
  2. Then invite your agency as a manager. Everyone works from their own ChatGPT account, and you stay the owner.
  3. Fill in your profile and, if you run a webshop, your product feed.
  4. Follow the numbers in your reporting, next to your other channels.

I'm testing it myself first

I'm claiming it now with Full Spectrum Creations as a pilot. That way I know how verification goes in practice and what the insights really show, before I set it up for clients.

Do you run a webshop and want to know if this makes sense for you? Get in touch and I'll take a look with you.

Source: OpenAI, Introducing Businesses in ChatGPT