Business profiles in ChatGPT: what they are and how to prepare

OpenAI announced Businesses in ChatGPT on 10 November 2026. The beta lets eligible companies manage the information they provide about their business through Business Hub. For an online retailer or service provider, the first step is to check what customers will find when they ask about the brand.

What is a ChatGPT business profile?

When a business appears in an answer, ChatGPT can offer a link to its profile. An authorised representative can request access and update details such as the website, description, category and logo. Delivery and return policies are also relevant to retailers.

The profile is an additional source. ChatGPT can still consult other sources and make independent comparisons. If the website and profile show different delivery times, editing only the profile will not resolve the discrepancy. Correct the data where it is published and maintain it from a source your team controls.

Can you claim a profile from Spain?

Eligibility varies by business. OpenAI accepts claims from eligible businesses where ChatGPT and verification are supported, subject to location and business type. Its initial guide limits physical stores and restaurants to claiming existing US listings. Access for an online company does not imply access for a shop in Spain.

Search for your company in Business Hub using an account you are authorised to use for the business. Select the correct profile and follow the options shown. These may include phone, business email, domain or Shopify. Some eligible online businesses can add a listing if none exists. Avoid creating duplicates.

Claim approval and identity verification with Persona are separate. The help centre says Persona verification is required to publish changes and view available insights. A blue check indicates a verified profile, not an OpenAI endorsement. An advertising account or ChatGPT Enterprise agreement is not required to claim an eligible business.

Profile, catalogue, agent and ads: four different things

• Business profile: identifies the company and lets it manage the details it provides, subject to eligibility.
• Product catalogue: shares details such as prices and availability through a feed, where supported. It can use Shopify or another compatible feed. Connecting a feed neither publishes an agent nor guarantees product recommendations.
• Business Agent: a separate conversation clearly identified as representing the business. At launch, it is available to eligible US ecommerce and online service businesses with a website. It can explain products and policies and link to the website, but cannot complete purchases, bookings or order enquiries.
• ChatGPT Ads: paid advertising. It is not required to claim a profile and does not change ChatGPT’s independent answers.

For a Spanish business, first check profile eligibility. An online retailer can then assess its catalogue quality without waiting for access to an agent.

What can Business Hub measure?

OpenAI provides aggregated insights such as mentions, website clicks and discovery topics when there is sufficient data. For an online business, a mention requires a reference to its website: a brand name alone does not count. A blank metric does not necessarily mean zero activity.

Businesses do not receive individual conversations. Use the data to form hypotheses, not as proof of a sale. If you see clicks, check landing pages and enquiries or orders in your own analytics. The figures from the two systems may differ.

How to prepare before you have access

1. Align public information. Check your name, domain, description, contact details and markets across your website and the profiles you manage. Use authorised images and describe the services each location actually provides.
2. Explain what you sell and who it is for. Service pages should clarify scope, suitable customers, service areas and how to get started. Retailers should check product attributes, variants and purchase terms.
3. Assign responsibility. Decide who will maintain the profile, who can verify their relationship to the company and who needs to know when service or catalogue information changes.
4. Record a baseline. Note how ChatGPT presents your business for representative questions and where referrals land. Repeat the same checks to identify changes and errors, without treating an individual answer as a stable ranking.

From an SEO and AI search visibility perspective, claiming the profile helps you manage the information you provide about your brand. The priority remains a website and catalogue that clearly explain your offer and are kept current. To review your starting point, talk to Sitelicon.