How to claim your business in ChatGPT, and what Business Hub's insights mean for GEO
Publisher: Adapt Progress Evolve Limited
Updated: 2026-11-10
The short answerBusiness Hub lets eligible businesses claim their ChatGPT profile, edit its details and see insights. UK online businesses with a website may be able to claim now; UK local shops and Business Agents have to wait.
Whether you can claim today depends on what kind of business you run, and Business Agents are not open to any UK business yet. Below: the claim steps OpenAI documents, what you can change, how to read the new numbers for generative engine optimisation (GEO), and what is still unknown.
What OpenAI launched
On 10 November 2026 OpenAI announced "Businesses in ChatGPT". It is in beta. OpenAI puts ChatGPT at 1.2 billion weekly users1. That is OpenAI's own figure, and it is why the launch matters: many people ask questions there, and some of the answers name businesses.
The launch has three parts:
Claiming. You claim your business in Business Hub, verify it and keep its details current.
Insights. Aggregate numbers on how people engage with your business in ChatGPT.
Business Agents. Eligible businesses can build an agent that answers people's questions about their offerings in a separate, clearly labelled conversation, distinct from ChatGPT's own answers.
For most businesses the profile is the part that matters. When a business appears in an answer, people can click through to its ChatGPT profile, which shows business details and a link to its website. The profile sits between the answer and your site, so it is worth knowing what it says.
Can a UK business claim?
OpenAI says any eligible business located where ChatGPT is available can claim, and that eligibility depends on factors including industry, location and its verification and integrity checks1. Its help article adds two limits that decide things for UK businesses today:
| Your business | What OpenAI's help article says |
|---|---|
| Local store or restaurant | "Local stores and restaurants can currently claim only an existing U.S. listing." A UK high street shop or restaurant cannot claim yet. |
| Online business with a website | "If you run an eligible online business, you may see an option to add it." The product page says claiming "is initially available to eligible businesses with a website". |
| Shopify merchant | You can connect your store from Business Hub or the Shopify admin to verify. Eligible Shopify products are already in ChatGPT through Shopify Catalog. |
You need to own the business or be authorised to represent it. You do not need an ads account or a ChatGPT Enterprise agreement.2
How to claim your business
These are the steps in OpenAI's help article:2
Sign in to ChatGPT and open Business Hub from the sidebar (or go to chatgpt.com/business-hub). Search for your business by name.
Select the listing that matches your business and confirm which ChatGPT account will manage it.
Choose one of the verification methods offered and follow the prompts.
The methods offered vary by business. OpenAI lists four:2
Business phone: a code by text message or automated call.
Business email: a code sent to the email address associated with the business.
Website domain: add the TXT record ChatGPT shows you to your domain's DNS, then select Verify domain. If someone else runs your domain, ask them to add it.
Shopify store: connect and log in to the store.
OpenAI then reviews the claim and emails you its decision or a request for more information2. It says review time varies.
The second check: Persona. An approved claim is not the end. To publish changes to your details, connect a product feed or view insights, you also need identity verification through Persona, which may ask for government-issued ID, business registration information and proof you are authorised. OpenAI says the business name, address and any registration or tax number must match your official records, so use your Companies House details exactly2. The blue check on your profile appears only after Persona approval.2
One caution: OpenAI says a profile created through Persona is published automatically when approved, and only unpublished draft profiles can be deleted2. Check the profile before you submit.
What a verified profile lets you change
Once both checks are approved, OpenAI says you can update your website, business description, product or service category, logo, delivery policy and return policy, and add a cover photo and other optional details2.
OpenAI reviews and publishes changes, and they can take time to appear in a listing or an answer. It also says ChatGPT may use other sources when answering questions about your business, so the profile is one input among several2.
If you sell products, you can connect a product feed with prices and availability, either a CSV upload or a hosted file that follows OpenAI's product feed specification, or a Shopify feed. OpenAI says connecting a feed does not guarantee ChatGPT recommends your products2.
What Business Hub insights show
Insights cover aggregate activity over the past 28 days. You do not see individual conversations; OpenAI says it does not share users' conversations or Business Agent chats with businesses1.
Mentions. For an online business, a mention counts when ChatGPT references the business's website2. The brand name alone does not count.
Website clicks. Clicks through to your site.
Discovery topics. Common themes across conversations where your website is cited.
Profile views. Shown on the dashboard in OpenAI's screenshot.
Insights appear only when there are enough conversations or interactions to meet OpenAI's thresholds, and it has not published those thresholds1. A small business may find very little at first. That tells you about volume, not quality.
Using the insights for GEO
GEO is the work of making a business easy for AI assistants to find, understand and cite (the guide's principles cover the approach). For the wider method, see how to rank in ChatGPT; for how ChatGPT finds and cites pages, see ChatGPT search. The suggestions below are our recommendations for reading these numbers, not OpenAI guidance.
Start with discovery topics. They are the closest thing to a view of why your site gets cited. Ask two questions of each: is this what you want to be known for, and do your pages say enough about it? A topic you care about that your site covers thinly is the clearest thing to fix, because your own pages are what you control.
Remember what counts as a mention. Because an online business is only counted when ChatGPT references its website, a low mention count can mean your site is rarely cited even if your name comes up. That points back at your pages, not your profile.
Read mentions and clicks together, and over time. Each view is a rolling 28 days, so compare one period with the next. If mentions rise and clicks do not, people see your site referenced but do not follow the link; look at the page it points to. If clicks rise, check what that page does with the visit.
Keep your website as the source of truth. Clear pages that answer buyers' questions, with facts that agree everywhere they appear, are what the profile and the citations rest on. To track this with a method rather than by feel, how to measure AI visibility sets out one you can run yourself, and the guide's measurement section has the short version.
OpenAI says plainly that claiming does not guarantee higher placement or sales3. Treat the insights as a record of what happened, not a forecast.
What UK businesses cannot do yet
Claim a local listing. Local stores and restaurants can currently claim only an existing US listing.
Business Agents. These are for eligible ecommerce and online service businesses in the US with a website.
Sponsored Business Agents. Businesses can sponsor their agent and use it as the destination for ChatGPT Ads, with sponsored placements labelled. That needs an agent, so it is US-only too.
OpenAI says it plans to expand Businesses in ChatGPT and Business Agents to more markets and categories over time. It has given no dates.
What we do not know yet
OpenAI's announcement, product page and help article leave these open:
whether a particular UK online business is eligible, until you try (eligibility depends on industry, location and OpenAI's checks);
whether claiming will ever cost anything (none of the three pages mentions a price);
how long claim and Persona reviews take;
the thresholds insights need before they appear;
when local listings and Business Agents open outside the US.
Where a UK small business stands today: if you run an online business with a website, look for it in Business Hub and claim it, using your official company details for Persona. If you run a local shop or restaurant, you have to wait. Either way, your website remains the thing ChatGPT cites, and we will update this guide as OpenAI publishes more.
From the same studio
These are made by the studio that publishes this guide.
visibilitytoai: Business Hub only shows activity once it passes OpenAI's thresholds; this tracks whether ChatGPT and other assistants name and cite your company for your buyers' questions either way.
Questions people ask
Can a UK business claim its profile in ChatGPT?
Possibly, depending on the kind of business. OpenAI says local stores and restaurants can currently claim only an existing US listing, while an eligible online business may see an option to add itself. Eligibility also depends on industry, location and OpenAI's checks.
Do I need an ads account or ChatGPT Enterprise to claim?
No. OpenAI's help article says you can claim a business you own or are authorised to represent without an Ads account or an Enterprise agreement. Claiming, publishing an agent and advertising are separate.
Will claiming my business make ChatGPT recommend it more?
No promise of that. OpenAI says claiming does not guarantee higher placement or sales, and that ChatGPT keeps making independent recommendations.
Can I see what people asked ChatGPT about my business?
No. OpenAI does not share users' conversations or Business Agent chats with businesses. You see aggregate activity over the past 28 days, and only once there is enough activity to pass its thresholds.
When will Business Agents be available in the UK?
OpenAI has not given a date. For now they are for eligible ecommerce and online service businesses in the US with a website.
Sources
1OpenAI: Introducing Businesses in ChatGPT (10 November 2026)openai.com · cited on lines 13, 25, 31, 66, 73
2OpenAI Help Center: Setting up your business on ChatGPT (checked 10 November 2026)help.openai.com · cited on lines 29, 30, 33, 37, 43, 50, 52, 54, 58, 60, 62, 68
3OpenAI: Businesses in ChatGPT, product page and FAQ (checked 10 November 2026)openai.com · cited on lines 30, 87