Claim your business on ChatGPT in Australia

Your customers are already asking ChatGPT about you. Which supplier to use, which agency to call, which store has the best returns policy. Until this week, you had no say in what it told them, and no way of knowing how often you came up.

That changed on 10 November 2026. OpenAI launched Businesses in ChatGPT, a beta that lets you claim your business profile inside ChatGPT, keep your details accurate and see how often ChatGPT mentions you. It all runs through a new dashboard called Business Hub.

Think of it as the ChatGPT version of claiming your Google Business Profile. It's free, it's early and the businesses that get set up first will have cleaner data and a head start on everyone else. Here's what it is, why it matters and how to claim yours.

What is ChatGPT Business Hub?

Business Hub is OpenAI's dashboard for businesses that appear in ChatGPT. OpenAI says ChatGPT now has 1.2 billion weekly users, and Business Hub is the first official way to manage how your business shows up for them.

Once you've claimed and verified your business, you can:

• Update your profile. Your website, business description, product or service category, logo, delivery and returns policies, and a cover photo.
• Earn the blue tick. A verified badge appears on your profile once your identity check is approved.
• Connect a product feed. Retailers can share current prices and availability, including straight from Shopify.
• See your Insights. Mentions, website clicks and the topics you come up in, over the past 28 days.

There's also a Business Agent: a labelled chat inside ChatGPT that answers customer questions about your products and policies. For now, it's only open to eligible ecommerce and online service businesses in the US.

One quick clarification, because the names are close: Business Hub isn't the same as ChatGPT Business, OpenAI's paid workspace plan for teams. You don't need that plan, a ChatGPT Ads account or an Enterprise agreement to claim your business.

Why your business needs to claim its ChatGPT profile

1. ChatGPT is already talking about you

You don't need to claim anything to show up in ChatGPT. It already pulls information about businesses from across the web, whether or not they've claimed a profile. The question is whether what it says is right. Claiming gives you a direct way to supply the facts: what you do, where to find you and what your policies are.

2. You finally get real data on AI search

This is the big one for marketers. Until now, measuring how often ChatGPT recommended your business meant guesswork and manual prompt testing. Business Hub's Insights show you:

• Mentions: how often ChatGPT references your website in its answers (for local businesses, how often it shows a result for your location)
• Website clicks: how many people click through from ChatGPT to your site
• Discovery topics: the themes of the conversations where you come up

That's first-party data from OpenAI, and it gives you a baseline for your AI search work. Just know its limits: you won't see individual prompts or conversations, and a click isn't a confirmed visit or sale.

3. A verified profile builds trust

The blue tick tells customers your profile is the real deal, managed by the business itself. When someone is comparing you with two competitors in a ChatGPT answer, that matters.

4. You protect your brand

Only the owner, or someone authorised to represent the business, can claim it. Claiming early puts the profile in the right hands from day one. If someone else does get there first, there's a "Dispute ownership" process, but it's far easier to claim it yourself first.

5. It's free, and your data starts sooner

Claiming and managing a profile is free at launch, according to VentureBeat's report of an OpenAI briefing, though OpenAI hasn't ruled out charging later. Getting verified now means your details are accurate, your Insights are running and you're ready to move when Business Agents and other features reach Australia.

What claiming won't do

Let's be straight about this: claiming your profile won't push you up ChatGPT's recommendations. OpenAI says ChatGPT keeps making independent recommendations, that claiming doesn't guarantee more visibility and that advertising doesn't influence its answers either.

ChatGPT also draws on other sources when it talks about your business: your website, reviews, directories and what others publish about you. Your profile is one input, not the whole picture.

So think of claiming as the foundation, not the finish line. It makes sure the facts are right and gives you the data to measure what's working. Getting recommended is the bigger job, and that comes down to AI search fundamentals: clear service pages, content that answers the questions your customers ask, consistent business listings and a strong reputation across the web.

Can Australian businesses claim their business on ChatGPT?

Yes, if you're an online business with a website. Business Hub is open wherever ChatGPT is available, and Australia is on that list. Bricks-and-mortar businesses will need to wait a little longer.

One heads up: several Australian businesses that started a claim in the first days after launch were placed on a waitlist. OpenAI is rolling access out gradually, so if you see "Join the waitlist to claim", join it. That will put you in the queue for when access opens up. OpenAI has also said it plans to expand Businesses in ChatGPT and Business Agents to more markets and business categories over time, so expect what's available here to grow.

B2B service businesses, this includes you. If you sell services and your customers find you online, you can claim. Just know the setup flow asks retail-style questions about delivery and returns, so answer them truthfully and use your description to explain what you actually offer.

How to claim your business on ChatGPT

Before you start

Pull these together first and the process runs much smoother:

• The right ChatGPT account. Use one the business controls, not a contractor's or a personal throwaway. Whoever claims the business becomes the admin who adds teammates and agencies later.
• A way to verify. Access to your business phone, an inbox on your business email domain, someone who can edit your website's DNS or your Shopify admin login.
• ID and business details. OpenAI's identity check may ask for a government-issued ID, business registration details (for most Aussie businesses, your ABN) and proof you're authorised to represent the business. Make sure your business name, address and registration number match your official records exactly.
  

Step by step

1. Find your business. Sign in to ChatGPT and open Business Hub from the sidebar, or go to chatgpt.com/business-hub.
   Search for your business by name and select the matching listing. Can't find it? Eligible online businesses may see an option to add one.
2. Verify your claim. Choose one of the methods ChatGPT offers for your listing: a code by text or call to your business phone, a code to your business email, a TXT record added to your domain's DNS or connecting your Shopify store.
3. Wait for approval. OpenAI reviews your claim and emails you its decision (or adds you to the waitlist).
4. Complete identity verification. Once approved, verify your identity through Persona. This second step unlocks everything useful: publishing changes, seeing Insights, connecting a product feed and earning your blue tick.
5. Fill out your profile. Add your website, description, category, logo and policies. OpenAI reviews changes before they go live, so updates can take a little while to appear.
6. Give your team access. Add teammates or your agency from Business Hub, each using their own ChatGPT account. Don't forward your claim invitation; it's personal to you.

Check everything before you publish. If you create a new profile, it's published automatically once Persona approves it, and OpenAI Support can't unpublish or hide a published profile as part of a setup request. Get it right the first time.

Claiming your business frequently asked questions

Is it free to claim my business on ChatGPT?

Yes, at launch. You don't need a ChatGPT Ads account or Enterprise agreement, just a ChatGPT account and a way to verify your business. OpenAI hasn't ruled out charging in future.

Will claiming my business make ChatGPT recommend it more?

No. OpenAI says claiming doesn't guarantee higher placement. It makes sure your information is accurate and gives you data on how you're showing up.

Can my agency claim my business for me?

The business owner (or someone authorised to represent the business) should make the claim. Once approved, you can give your agency access from Business Hub, with each person using their own ChatGPT account.

Why are my insights blank?

Insights only appear once activity reaches a reporting threshold. A blank metric can also mean data is still being collected, so it doesn't necessarily mean zero.

What does the blue tick mean?

It shows your profile is verified. It appears after your Persona identity check is approved; claiming alone doesn't add it.

Is Business Hub the same as ChatGPT Ads?

No. Claiming a profile, advertising in ChatGPT and publishing a Business Agent are three separate things. You can do one without the others.

Get your business AI search ready

The process of claiming your ChatGPT profile takes an afternoon. Making sure ChatGPT has good reasons to recommend you takes a plan. Your website, your content, your listings and your reputation all feed what AI tells your next customer.

That's where we come in. Our pit crew works across SEO and AI search every day, and we can help you get verified, make sense of your Insights and build the content that gets you found. Want to know how your business shows up in AI search right now? Get a free audit and we'll lift the bonnet and show you what to fix first.