It’s official: ChatGPT Business Hub is here

In short: On 10 November 2026, OpenAI launched Business Hub, a free beta where a company can claim its business in ChatGPT, keep its details and products up to date, and see how often ChatGPT mentions it and how many people click through to its website. Last week we wrote that ChatGPT is reportedly building its own Search Console. Now it’s official, and it’s open to businesses in Finland too.

What did OpenAI launch?

OpenAI calls the launch Businesses in ChatGPT. It has two parts.

Business Hub is where a company claims its business. Once verified, it can:

• update its business details
• add a product feed with prices and availability
• see how many times ChatGPT mentions it, how many people view its profile and how many click through to its website
• see “discovery topics”, the common themes of conversations where ChatGPT cites its website

Business Agents are chat assistants that OpenAI builds from the company’s own details and product feed. When a business shows up in an answer, people can open its profile and ask its agent follow-up questions, in a separate, clearly labelled chat. For now, agents are only for eligible online stores and online service businesses in the United States.

Both are free for now. OpenAI’s VP of monetization, Benji Shomair, didn’t rule out a paid model later.

Can a Finnish company use ChatGPT Business Hub?

Yes. OpenAI says any eligible business located where ChatGPT is available can claim its business. ChatGPT is available in Finland, so Finnish companies can claim their profile and see the numbers today. Only Business Agents are limited to the US, and OpenAI hasn’t given a date for other markets.

How do you claim your business in ChatGPT?

Go to chatgpt.com/business-hub, search for your business and verify that it’s yours. According to Search Engine Roundtable, which tested it on launch day, you verify with a call or text to the business’s main phone number, or by adding a DNS record to your domain. Shopify stores can connect straight from Shopify. Companies that already advertise in ChatGPT can go through their OpenAI contact.

What do the numbers show, and what don’t they?

This is the part we’ve waited for. Until now, ChatGPT has been a black box: a company couldn’t see from ChatGPT itself how visible it is there. Now it can see real counts from OpenAI.

The numbers have limits, though:

• A mention isn’t every mention. An online business is counted when ChatGPT cites its website. A local business is counted when it shows up in results for its area. Just being named in an answer doesn’t count, OpenAI told Digiday.
• No questions, no conversations. You don’t see what people asked or who asked it.
• No competitors. There’s no share of voice and no comparison to other companies.
• Small numbers are hidden. Figures only appear once there are enough conversations, so a smaller company may see little or nothing at first.
• ChatGPT only. Gemini, Perplexity, Claude and Google’s AI Overviews aren’t included.

So tracking that runs real questions through several AI assistants still has its job: explaining why the numbers move and how you compare to competitors. Even done well, like we do, that’s a sample of real answers, not a full count. Now there’s a full count to check it against.

What about ChatGPT ads?

Business Agents are the free version of something OpenAI already sells. In September, OpenAI started testing Sponsored Agents in ChatGPT ads, where a paid ad opens a chat with the company’s agent. Now a US business can use its own Business Agent as the destination for its ads. Shomair says paying doesn’t affect how often a business is mentioned in normal answers.

What should you do now?

1. Claim your business at chatgpt.com/business-hub. It’s free and takes a phone call or a DNS record.
2. Check your details and products. Make sure ChatGPT has your current offering, prices and contact information. If you sell online, add the product feed.
3. Take a baseline. Write down your mentions and clicks now, so you can see whether your work changes them.
4. Keep measuring the rest. Bing Webmaster Tools and Google Search Console have AI reports, and Microsoft Clarity shows which AI bots read your site.

I’ve measured AI visibility since 2024, when I built the AI visibility tracking process my previous agency went on to use. If you want help, we set up the measurement and do the work that gets your company mentioned and cited in AI answers. See our AI visibility services, get a free AI visibility audit, or book a call.

FAQ

What is ChatGPT Business Hub?

ChatGPT Business Hub is OpenAI’s free beta tool, launched on 10 November 2026, where a company claims its business in ChatGPT, updates its details and products, and sees how often ChatGPT mentions it and how many people click through to its site.

Is ChatGPT Business Hub available in Finland?

Yes. Any eligible business in a country where ChatGPT is available can claim its profile, which includes Finland. Business Agents are US-only for now.

How do you verify your business in ChatGPT Business Hub?

With a call or text to the business’s main phone number, or with a DNS record on your domain. Shopify stores can connect from Shopify.

Does ChatGPT Business Hub cost anything?

No, Business Hub and Business Agents are free during the beta. OpenAI hasn’t ruled out a paid model later.

Can you see what people asked ChatGPT about your business?

No. ChatGPT Business Hub shows totals and common themes, not individual questions or conversations.

Sources: OpenAI, 10.11.2026 · Search Engine Roundtable, 10.11.2026 · Digiday, 10.11.2026 · TechCrunch, 10.11.2026 · Trending Topics, 10.11.2026

Otso Karvinen

Co-founder & Growth Strategist

I help marketing and sales teams do more in a month than their competitors do in a quarter. With 15+ years in marketing and sales, I now help build agentic AI systems that let small teams deliver faster and better results. I’m easy to work with and happy to have a no-strings conversation about where you are and how I and our team at Parvi can help.

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