Businesses in ChatGPT: What Australian Businesses Need to Know

OpenAI announced Businesses in ChatGPT on 10 November 2026, giving businesses a way to manage how they show up when people ask ChatGPT about them. We’ve done the reading, and we’ve joined the waitlist ourselves, so you can skip straight to the good bit.

Here’s the 30 second version:

• Businesses in ChatGPT is an OpenAI beta, launched on 10 November 2026, that lets businesses claim and manage their profile inside ChatGPT through a tool called Business Hub.
• Once verified, businesses can update their details, add product feeds and see insights on how often ChatGPT mentions them.
• Eligible businesses with a website can claim in countries where ChatGPT is available, including Australia, but access is rolling out gradually and many businesses will join a waitlist first.
• Local stores and restaurants in Australia can’t claim yet, and Business Agents are only available to eligible US businesses for now.
• Claiming makes sure ChatGPT has accurate information about your business, but it doesn’t guarantee higher placement in ChatGPT’s recommendations.

What is Businesses in ChatGPT?

Businesses in ChatGPT is an OpenAI beta that lets you claim your business’s profile inside ChatGPT. Your business may already have a listing, even if you’ve never set one up. 

Claiming your profile gives you more control over it. You manage it through Business Hub, a new tool inside ChatGPT, and once your claim is approved and you’ve passed an identity check, a blue tick appears on your profile to show it’s been verified.

Isn’t this the same as ChatGPT Business?

Businesses in ChatGPT isn’t the same as ChatGPT Business, even though the names are similar. Businesses in ChatGPT is about how your business appears to customers using ChatGPT. ChatGPT Business is a paid workspace that lets your team use ChatGPT internally, with shared company context and admin controls.

Why Businesses in ChatGPT matters

Businesses in ChatGPT matters because your customers are already using ChatGPT to find and compare businesses.

Think about how often you ask it for a recommendation or a quick bit of information. Your customers are doing the same thing. 45% of Australians aged 14 and over use it every month, and 1.2 billion people use it every week worldwide.

Until now, you couldn’t see whether ChatGPT was recommending you, overlooking you or getting your details wrong. You also had no way to fix it. Business Hub changes that, giving you a say in the information ChatGPT shares and a first look at how often you come up.

What can you do once you've claimed your business?

Claiming your business puts you in the driver’s seat. You can keep your details current and see how customers are coming across you in ChatGPT. Here’s a closer look.

Update your business information

You can update the key details ChatGPT uses about your business, such as your website, business description, logo and return policy. OpenAI reviews each change before it goes live, and from there, ChatGPT can draw on it when customers ask about you.

If someone asks ChatGPT about your pricing, you want them to see your current prices, not something pulled from an old PDF sitting in a forgotten corner of the internet. ChatGPT will still look at other sources too, but claiming your business means the most accurate, up-to-date information comes straight from you.

Add a product feed

If you're a retailer, you can upload a product feed so ChatGPT can share your pricing and availability. Shopify stores can connect straight from the Shopify admin, and their product details are shared automatically.

See your insights

This is where it gets interesting. Business Hub shows how often ChatGPT has mentioned your business over the past 28 days, and how many of those people clicked through to your website. Discovery topics go a step further, showing the kinds of conversations you’re popping up in.

Give your team or agency access

The person who claims your business can add teammates in Business Hub and give an agency access to manage the profile. Everyone signs in with their own ChatGPT account, so there's no need to share logins.

Set up a Business Agent (US only for now)

A Business Agent is an AI assistant that answers customer questions using your product and policy information. For now, Business Agents are only available to eligible ecommerce and online service businesses in the US.

Who can claim a business in ChatGPT?

Eligible businesses with a website, in countries where ChatGPT is available, can claim their profile. You need to own the business or be authorised to represent it.

Not every business qualifies yet, as eligibility depends on your industry and OpenAI's verification checks. Access is rolling out gradually, so you might need to join a waitlist first. That's what happened when we tried to claim Dilate.

If you run a local shop or restaurant, you’ll have to sit tight for now. OpenAI’s help centre says these businesses can currently only claim an existing US listing.

How do you claim your business in ChatGPT?

You claim your business through Business Hub, and getting started is quick. It took us around 30 seconds to join the waitlist.

Here’s the process:

1. Sign in to ChatGPT and open Business Hub from the sidebar, or go to chatgpt.com/business-hub.
2. Search for your business by name and select the listing that matches.
3. Choose a verification method, such as a code sent to your business phone or email, a DNS record on your website or your Shopify store. If you're asked to join the waitlist instead, do that.
4. Wait for OpenAI to approve your claim. They'll let you know by email.
5. Complete an identity check with Persona, OpenAI's verification partner. You may need government ID and proof that you're authorised to represent the business, such as your business registration.
6. Once you're approved, update your business details!

This bit’s important: the details you enter, including your ABN, need to match your official business records. Get that right and verification should be a lot smoother. You don’t need a Shopify store to claim, either.

It also pays to get in early. If someone beats you to claiming your business, you’ll have to dispute it with OpenAI and prove you’re authorised to represent it, which is a lot more effort than claiming it yourself.

Claiming your business is about accuracy, not rankings

Claiming your business is about making sure ChatGPT has the right information about you, not about moving you up its recommendations. OpenAI says ChatGPT keeps making independent recommendations, and that claiming doesn’t guarantee higher placement or sales.

Whether ChatGPT recommends you comes down to what’s said about your business across the web, from your website content to your reviews.

What we’re doing next

We’re on the waitlist and keen to see what the insights show once we’re in. In the meantime, we’re making sure the information ChatGPT already draws on, like our website and reviews, is as accurate as it can be. If you’d like a hand doing the same for your business, we’re always happy to talk.