Claiming your business in ChatGPT: how Business Hub works

By Miguel, mystreetwise · Updated 11 November 2026

Since 10 November 2026 a business can claim its own profile in ChatGPT through Business Hub. You enter your details, prove the domain is yours, and then see how often ChatGPT mentions your business and how often people click through to your website. It is a beta from OpenAI. We did it ourselves for mystreetwise on 11 November 2026. Below is what OpenAI writes about it and what we saw.

What is it?

You claim your business, manage its details and can add product data with price and availability.
You see the number of mentions, the number of clicks to your website and the topics where your website is cited.
The numbers are aggregated and only appear once there are enough conversations. You do not see users’ conversations.
Business Agents, which let customers chat with a business inside ChatGPT, are for now only for online stores and online services in the United States.

Can a Dutch business do this?

Yes. On 11 November 2026 we could create a Dutch business and verify its domain. OpenAI writes that any eligible business located where ChatGPT is available can claim its profile. What "eligible" means exactly is not stated.

The steps, as we went through them

Open Business Hub. Log in to ChatGPT and go to chatgpt.com/business-hub. It worked for us with a free account.
Search for your business name. If no profile exists yet, choose the option to create it. Watch for businesses with a name similar to yours: only claim your own.
Choose how customers reach you. At a physical location or through a website. We chose the website; we did not go through the physical-location route.
Prove the domain is yours. You enter your website and get a TXT record named openai-business-profile. You add it at your domain provider. The record was valid for 30 minutes. Ours showed up in DNS within a minute.
Pick a category and write a description. You pick the category from a fixed list. The description can be 300 characters.
Enter contact details. Phone and email are optional. You confirm the email address with a code.
Identity check. After that the profile is a draft. To change details or publish an agent, OpenAI asks for a check with a government-issued ID.

What you see afterwards

An overview with mentions, clicks to your website and the top five topics, over 7 or 28 days. For us, on 11 November 2026, the first day, it showed nothing yet: no data available. It does not show which businesses ChatGPT names instead of you.

What the terms say

OpenAI may keep displaying name, address, contact details, category, opening hours and website permanently, even if you stop managing the profile.
OpenAI’s assistant may call your business on behalf of users. You can opt out.
You may not share or sell the numbers from Business Hub. Only service providers working for you may see them.
Claiming does not give you full control: OpenAI can add to, change or not display information.

What it does not do

A profile is no guarantee that ChatGPT names your business. OpenAI promises that nowhere, and nobody can guarantee it. The profile also does not show which businesses ChatGPT does name for the questions your customers ask. We measure that separately, with questions that do not contain a business name.

Request the free ChatGPT check

What we do here

In our €349 start we help you with this profile: we prepare the description and the category and walk you through the DNS record. You do the verification yourself, because it needs your own ChatGPT account, access to your domain and your ID. Service and pricing.

What we do not know yet

Whether a profile that is still a draft is already shown to ChatGPT users.
What changes after the identity check.
From how many conversations the numbers become visible.

Frequently asked questions

Does a business profile in ChatGPT cost money?

We paid nothing: on 11 November 2026 it worked with a free ChatGPT account. OpenAI’s announcement states no price. Advertising in ChatGPT falls under separate terms.

Do I need an online store?

No. We are a service business and could create a profile with only a website. Adding product data is possible but not required.

Will this make ChatGPT recommend my business?

OpenAI does not promise that. The profile gives ChatGPT current details about your business. Whether you get named is something you have to measure.

Do I need an ID?

Not for creating the profile and verifying the domain. To change details afterwards or publish an agent, OpenAI did ask us for a check with a government-issued ID.

Can an agency do this for me?

Prepare it, yes; verify it, no. Verification needs your own account, your domain and your ID. An agency may only see the Business Hub numbers when it works for you.

Sources

OpenAI’s announcement and terms, read on 11 November 2026: openai.com/index/introducing-businesses-chatgpt, openai.com/policies/businesses-in-chatgpt-terms, chatgpt.com/business-hub