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ChatGPT now lets you claim your business. What to do this week, and what not to expect

On 10 November OpenAI opened Business Hub: claim your company in ChatGPT, keep its details current, add a product feed, and see how often ChatGPT cites your website. Open wherever ChatGPT is available and the verification is supported; we are testing it with our own site. What launched, the five steps, and what is US-only or missing.

Mauro Miotti·12 November 2026·7 min read

Since 10 November a company can claim itself in ChatGPT. OpenAI calls the product Businesses in ChatGPT; the place you do it is Business Hub, in the ChatGPT sidebar. Once verified, you manage the details ChatGPT shows about you, can upload a product feed with prices and availability, and get the first numbers from OpenAI itself: how often ChatGPT cited your website in the last 28 days, how many people clicked through, and which topics those answers were about. It is a beta, it is free, and OpenAI opens it wherever ChatGPT is available and the verification is supported. Whether a Swiss company gets through, we are finding out with visible4ai.com. The part that gets the headlines, a chat agent that speaks for your business inside ChatGPT, is limited to US e-commerce and online-service businesses for now.

If you run a company website, this is the one AI announcement this year that asks you to do something specific. Here is what it is, in the order you will meet it.

What launched

Three things, under one name.

Claiming. Business Hub lists businesses ChatGPT already knows about. You find yours, prove you are entitled to represent it, and from then on the profile is yours to maintain: website, description, category, logo, delivery and return policy. OpenAI reviews changes before they go live, and says plainly that ChatGPT "may also use other sources when answering questions about your business". The profile is one input, not the whole answer.

Insights. After verification you see aggregate figures for the past 28 days. Three of them matter. Mentions: for an online business this counts only when ChatGPT references your website; your brand name appearing in an answer does not count. Website clicks: how often someone clicked through. Discovery topics: the themes of the answers you were cited in, as categories, never as individual prompts. Numbers appear only above a reporting threshold, so a blank field does not mean zero. Bing Webmaster Tools has reported Copilot citations since February and Search Console shows AI Overviews and AI Mode impressions; this is the ChatGPT counterpart, and the first time OpenAI has shown a site its own figures.

Business Agents. A claimed, eligible business can publish an agent. When ChatGPT names the business in an answer, a reader can open its profile and start a separate, clearly labelled conversation with that agent about products and policies. The agent cannot take orders or bookings; it explains and links. Businesses can sponsor the agent and point ChatGPT Ads at it. OpenAI's own FAQ: advertising "doesn't influence ChatGPT's independent answers", and claiming "doesn't guarantee increased visibility". Agents are available to e-commerce and online-service businesses in the United States, and only in categories the policy allows.

Updated 13 November 2026

Written by

Mauro Miotti

Founder of visible4ai, working on how AI answer engines find, read and cite the web.

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Who can claim, and how

Any business where ChatGPT is available and the verification is supported; OpenAI says availability "depends on the business's location and type" and does not publish a country list. You do not need an ads account or an Enterprise contract. An online business that is not listed yet can add itself; local shops and restaurants can currently only claim an existing US listing, so a Zurich restaurant waits either way. We are claiming visible4ai.com ourselves and will report how a Swiss company fares in the identity check.

Verification comes in two layers, and the second is the one people miss. First you prove the connection to the business by phone, business email, a TXT record on your domain, or by connecting a Shopify store. That gets the listing into your Business Hub. Then, to publish any change, connect a feed or see the insights at all, you complete an identity check with Persona: a government ID and business registration details that have to match your official records. The blue verified badge appears after that second step, not after the first.

Five steps, this week

  1. Claim by domain. Of the four methods, the TXT record is the one that proves the website, which is also the thing ChatGPT's mention count is built on. Whoever manages your DNS adds the record ChatGPT shows; you come back and click Verify.
  2. Do the Persona check with the registry in front of you. Name, address and registration number exactly as in the commercial register. Mismatches are the stated reason checks fail, and a failed check blocks everything else.
  3. Fill the profile from your own site, not the other way round. Description, category, logo, policies: the same words that stand on your website, your Impressum and in your Organization markup. A profile that contradicts the site gives ChatGPT two versions of you to choose between, and the FAQ says it keeps drawing on other sources.
  4. If you sell products, connect a feed. A CSV in OpenAI's product feed format, or a hosted URL to it. Nine fields are required: item_id, title, description, url, brand, seller_name, image_url, availability, price. Shopify stores connect directly. One limit first: the spec says the standard upload "currently targets the US", and other markets come only after OpenAI confirms them for your integration. A Swiss or EU shop asks OpenAI about its market before it builds a feed. A feed shares prices and stock; it does not, in OpenAI's words, "guarantee that ChatGPT recommends your products".
  5. Read the insights after 28 days, then every month. Write down mentions and clicks on the same day each month. The figure is an outcome; the next section is why it moves.

Read the definition of a mention twice

"For an online business, a mention counts when ChatGPT references the business's website. The brand name alone doesn't count." That sentence, from OpenAI's help article, is the clearest statement yet of what AI visibility is made of: not awareness, not the name, but your pages being the source an answer is built on. It is the same thing we have been measuring and the same thing that decides why a competitor gets recommended instead. Business Hub does not change what earns a citation. It gives you a scoreboard for it.

What not to expect

  • An agent, outside the US. OpenAI says more markets and categories will follow, without dates.
  • A product feed for a non-US market, until OpenAI has set that market up for you.
  • Managing several brands or locations together. Each brand is a separate claim, and claiming the brand does not claim its locations.
  • Individual prompts or conversations. By design. Topics come as categories.
  • An API or an export. None is announced. The numbers live in the Hub and you copy them out by hand.
  • A ranking boost from claiming. OpenAI's FAQ rules it out, and the policy adds that "business verification alone does not guarantee agent eligibility".
  • An agent that sells. It explains and links; the purchase happens on your site.

Where this leaves a visibility check

Business Hub tells you, after the fact, how often ChatGPT cited you over 28 days, in ChatGPT only, once your numbers clear a threshold. It does not tell you which customer questions you were absent from, who was cited in your place, what the answer said about your field, or anything about Perplexity, Gemini and Claude. Those are different questions, and a visibility check is still how you answer them. The honest way to use both: Hub for the trend you report to the board, the check for the diagnosis of what to fix. Claim your business this week either way. It costs an afternoon, and from now on the number exists whether you look at it or not.

Sources: OpenAI, Introducing Businesses in ChatGPT, 10 November 2026; OpenAI Help Center, Setting up your business on ChatGPT; OpenAI, Business Agents Policy; OpenAI Developers, Product feed specification.

Mauro Miotti

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