How to see how your business appears in ChatGPT

I can already see what people do after they land on my sites. What I've never been able to see is how my business appears inside ChatGPT before that visit. OpenAI's new Business Hub changes that. This post is for small business owners with no SEO background: what Business Hub is, what it shows, and how to claim yours.

Checked against OpenAI's announcement and help centre on 13 November 2026.

TL;DR

• What it is: ChatGPT Business Hub, a profile of your business inside ChatGPT that you can claim and manage.
• What it costs: nothing to claim. OpenAI says you don't need an ads account or a paid ChatGPT plan.
• What to do today: search your business name in Business Hub and claim it, or join the waitlist if claiming hasn't opened to you yet.

Illustrative image generated for this post, not a screenshot of the product.

What is ChatGPT Business Hub?

ChatGPT Business Hub is OpenAI's new profile feature for businesses, launched in beta on 10 November 2026. It lets a business claim the profile ChatGPT shows about it, correct the details, and see how often ChatGPT mentions the business and sends people to its website.

A note on names: OpenAI's announcement calls the overall product "Businesses in ChatGPT" and the dashboard inside it "Business Hub". This post says Business Hub.

OpenAI says any eligible business where ChatGPT is available can claim. Eligible means you own the business or are authorised to represent it and can pass its verification. One caveat: local shops and restaurants can currently only claim an existing US listing, so for now this is mainly for online businesses.

How do you claim your business in ChatGPT?

1. Sign in to ChatGPT and open Business Hub from the sidebar, then search your business name.
2. Select the listing that matches and confirm the ChatGPT account you'll manage it with. If claiming hasn't opened to your account yet, you'll see a waitlist instead: join it and OpenAI emails you when you can continue. That's where my own claim for one of my businesses sits today, after I tried on 13 November.
3. No listing for your business? If you run an eligible online business, you may see an option to add it. When I tried that on 13 November, verification meant adding a TXT record to my domain's DNS. DNS is the set of records that tells the internet where your domain points, and a TXT record is one small text entry in it. Adding the record OpenAI shows you proves you control the domain, so have your domain login ready.
4. For an existing listing, OpenAI's help centre says verification can be a code sent to your business phone or email, a DNS record, or your Shopify store. Then wait for OpenAI to review the claim. They email the decision.
5. Complete identity verification with Persona, a third-party identity-check service OpenAI uses. It can ask for a government-issued ID and business registration details, and you need it before you can publish changes or see insights. One warning: if you created a new profile instead of claiming an existing one, OpenAI says its approval publishes the profile automatically, with no separate publish step. Only submit when every field says exactly what you want live.

Service businesses: one gap I hit. The new-profile form I used on 13 November required delivery and returns policies for every business, with no "not applicable" option. That fits a shop. It doesn't fit a service business like mine. Rather than publish policies that don't describe how I work, I deleted the unpublished draft (OpenAI only lets you delete a draft before it's published). I'd only proceed with a profile that accurately describes the business.

What can't you see today?

My analytics are good at telling me what happens once someone reaches the site: where they came from, what they looked at, whether they bought. Tools like GA4 (Google Analytics 4, the tool most sites use to measure their traffic) handle that attribution well. Attribution just means working out where each visit came from.

What they can't show is the step before the click. When someone asks ChatGPT which watch strap to buy or who builds WordPress sites in Perth, was your business named? Was your website linked? What was the conversation about? Until now, third-party monitoring tools and manual checks could only give an outside view. I've written before about Google moving AI answers into search; this is the same shift, one step earlier in the visit.

Business Hub adds what those tools can't: OpenAI's own count. The closest comparison is Google Search Console, the behind-the-scenes view of how you show up in Google search, except Business Hub is for ChatGPT. The comparison is an analogy, not a like-for-like. Search Console shows queries, positions and impressions. Business Hub shows mentions, website clicks and the broad topics of conversations you appeared in, and nothing more granular.

What does claiming get you?

• Correct details. You can update your website, business description, category, logo, and delivery and return policies. OpenAI reviews changes before publishing them.
• Insights. For the 28 days before you check, you can see how often ChatGPT mentioned your business, how many clicks went to your website, and the common topics in conversations where your site was cited.
• A verified badge. A blue check appears on your profile once Persona's identity verification is approved.

Two things to know about the numbers. For an online business, a mention only counts when ChatGPT references your website: someone naming your brand without a link doesn't count. And numbers below a reporting threshold show as blank, which doesn't necessarily mean zero. Treat the figures as a floor, not a full count.

What doesn't Business Hub do?

• Business Hub makes no visibility promise. OpenAI's own wording: claiming doesn't guarantee increased visibility or give you direct control over ChatGPT's independent recommendations. Advertising doesn't influence the answers either.
• Business Hub doesn't show you competitors, the actual questions people asked, or anyone's conversations.
• Business Agents, the chat-with-the-business feature, is limited to eligible US ecommerce and online service businesses as of 13 November 2026. Australian businesses can claim and see insights, but can't launch an agent yet.

Why claim now?

Three reasons, and none of them hype.

1. The profile exists whether you claim it or not. ChatGPT can already show information about your business, pulled from other sources. If those details are wrong - old pricing, the wrong category, a dead link - claiming is how you correct them.
2. Direct numbers beat guesswork. Business Hub's data is first-party, meaning collected by OpenAI itself rather than estimated by an outside tool. The set of numbers is narrow, but it's the baseline every future AI-visibility effort gets measured against.
3. The ground rules are being set now. Verification, ownership disputes and agency access are being worked out during this beta (the test period while a product rolls out). Getting your business details consistent across the web now means less to untangle later.

Rather not deal with it yourself? I run a $150 diagnostic, then quote the fix. Get in touch. I work remotely with businesses across Perth, Western Australia and the rest of the country.

FAQ

Can my agency or a teammate manage it for me?

Yes. Per OpenAI's help centre, the admin who claims the business can add teammates in Business Hub and grant an agency access, using each person's own ChatGPT account.

What if someone else has already claimed my business?

Open the profile, open its menu and choose Dispute ownership. OpenAI walks you through proving you're authorised to represent the business, again through Persona.

Will claiming make ChatGPT recommend my business more?

Not guaranteed. OpenAI is explicit that claiming doesn't guarantee increased visibility and gives no control over its independent recommendations.

Sources

• OpenAI: Introducing Businesses in ChatGPT (10 Nov 2026)
• OpenAI Help Center: Setting up your business on ChatGPT

Facts checked against OpenAI's announcement and help centre on 13 November 2026. Steps marked as tried on the day are first-hand.