Insights · News

Claim your business in ChatGPT: what works in Ireland

OpenAI now lets businesses claim a profile in ChatGPT, correct what it says about them and see how often they're mentioned. In the US, some can add their own AI agent too. Here's what launched, what you can do from Ireland today, and what we expect next.

SproutMedia team11 November 2026 · 9 minute read

ChatGPT · illustration

Which online shop has a light waterproof jacket under €200, with free returns?

FFernhill Outdoor Outdoor clothing · online shopProfile you claim

fernhill-outdoor.example
Free delivery over €60
Free returns within 30 days
Prices and stock from a product feed

Chat with Fernhill OutdoorBusiness Agent · AI that represents the businessUS only

You claim and correct the profile. The chat is your own agent.The blue check comes after an ID check. Business Agents are only for US businesses for now.

Checked on 11 November 2026 against OpenAI's announcement, help pages and policies, the day after launch. It's a beta and the rules may change. Fernhill Outdoor is fictional. We have no commercial relationship with OpenAI.

The short version

Four things to know first

This is the first time an AI assistant has let businesses manage what it says about them directly. For most businesses in Ireland, it's something to prepare for rather than act on today.

ChatGPT now has business profiles

Since 10 November 2026, a business can claim its profile in ChatGPT, correct its details and see how often it's mentioned. It's a free beta.

Irish local businesses can't claim yet

Shops, restaurants and other local businesses can only claim an existing US listing for now. That includes clinics, salons and trades in Ireland.

Online businesses may be able to

Online shops and services can claim or add a profile wherever ChatGPT is available and verification works. OpenAI hasn't listed the countries.

The chatbot part is US-only

Business Agents, a business's own AI chat inside ChatGPT, are for US online shops and online services only.

1.2 billion

people use ChatGPT each week, the audience OpenAI is offering businesses a profile in front of

OpenAI, 10 Nov 2026

28 days

of mentions, website clicks and discovery topics in each business's insights

OpenAI Help Center

customer prompts or chats shared with the business, including chats with its own agent

OpenAI Help Center

~6 months

from ChatGPT ads starting in the US (February) to Ireland and the EU (24 August)

Digiday, Aug 2026

What launched

Four parts, one Business Hub

Everything sits in Business Hub, a new section in ChatGPT's sidebar. Claiming is free and doesn't need an ads account or an Enterprise plan.

A profile you can claim

Prove you represent the business, then update its website, description, category, logo, cover photo, and delivery and returns policies. OpenAI reviews each change before it goes live.

A product feed

Shops can share prices and stock from a CSV file, a hosted feed or Shopify. Eligible Shopify products were already in ChatGPT through Shopify Catalog.

Insights

How often ChatGPT mentions you, how many people click through to your website, and the themes of the answers you appear in. Totals only, never what people typed.

A Business Agent (US only)

An AI chat that answers questions about your products and policies, using information and guidelines you give it. Customers open it from your profile, separately from their own chat.

Business Agents grew out of Sponsored Agents, which OpenAI began testing with US advertisers on 16 September 2026. A business can still sponsor its agent, so that a ChatGPT ad opens a chat with it. Sponsored chats are labelled and kept apart from ChatGPT's own answers.

Where it works

The US gets it all, Ireland gets some

Pick a region to see which parts are open. ChatGPT ads already run in Ireland, but the new business tools mostly don't yet.

1 live0 partly6 not yet or not confirmed

FeatureWhat it isStatus

Claim a local listingShops, restaurants, clinics and trades that ChatGPT already shows as a place.Not yetUS listings only for now

Claim or add an online businessOnline shops and online services, verified by phone, email, website domain or Shopify.Not confirmedWhere verification is supported

InsightsMentions, website clicks and discovery topics over the past 28 days, after an ID check.Not confirmedOnce you can claim

Product feedPrices and stock from a CSV, a hosted file or Shopify.Not confirmedOnce you can claim

Business AgentYour own AI chat inside ChatGPT that answers questions about products and policies.Not yet

Sponsor your agentA ChatGPT ad that opens a chat with your Business Agent.Not yet

ChatGPT AdsLabelled ads under answers for Free and Go users, bought in Ads Manager.LiveSince 24 Aug 2026, not personalised at first

“Not confirmed” means OpenAI says businesses can claim “where ChatGPT is available and the required verification is supported”, without listing countries. The dates ads started in the UK and the EU come from Digiday's reporting; everything else is from OpenAI's own pages.

How to claim

Five steps, two checks

If your business is eligible, claiming takes a few minutes, and approval takes longer. The second check, on your identity, is the one that unlocks everything.

Find your business

Sign in to ChatGPT, open Business Hub from the sidebar and search for your business by name. Choose the ChatGPT account that will manage it.

Prove the connection

Pick one: a code by text or automated call to the business phone, a code to the business email, a TXT record on your website's domain, or your Shopify store.

Wait for approval

OpenAI reviews the claim and emails a decision or asks for more information. Review times vary.

Verify your identity

An ID check through Persona unlocks editing, insights and the agent, and adds the blue check. Expect to need a government ID, business registration details and proof you can act for the business.

Add your team

The admin who claimed the business can add colleagues and give an agency access. Everyone uses their own ChatGPT account.

Someone else already claimed your business? Open its profile, choose the ••• menu, then Dispute ownership, and verify through Persona. Claiming or disputing doesn't change how visible the profile is in ChatGPT.

The insights

What counts as a mention

The insights are the first numbers any AI company gives businesses about their own appearances. They're useful, but read the definitions before you compare them with anything else.

MetricWhat countsWatch out

Mentions, online businessChatGPT references your website in an answer.Your brand name on its own doesn't count.

Mentions, local businessChatGPT shows your location as a result.Counts even if nobody opens the listing.

Website clicksPeople click through from ChatGPT to your site.Only clicks ChatGPT can see.

Discovery topicsCommon themes in the answers that named or cited you.Not what customers typed, and not a measure of intent.

Business Hub only covers ChatGPT. To see Google's AI, Copilot and others too, our comparison of AI visibility tools covers the free reports from Google and Microsoft and the paid trackers that work from Ireland.

What it doesn't do

Four things to know before you claim

Claiming gives you a say in the facts. It doesn't buy a better place in the answer, and a published profile can't be taken back.

It doesn't move you up

OpenAI says claiming doesn't guarantee more visibility or give you control over ChatGPT's own recommendations, and that ads don't influence its answers.

You can't take a profile down

Only unpublished drafts can be deleted. OpenAI Support won't delete, unpublish or hide a published profile as part of a claim or ownership request.

The agent can't book or sell

A Business Agent explains products and policies and links to your website. It can't take payment, make a booking or look up an order.

Blank doesn't mean zero

A metric stays blank until there's enough activity to report, so small businesses may see little at first. Each brand, and each location, is claimed separately.

In Ireland, this week

What to do depends on what you sell

Local businesses can't claim yet, but can get ready. Online businesses should try now.

A local or service business

Clinics, salons, trades, restaurants and shops can't claim a listing in Ireland yet.

Do: Keep your website, Google, Bing and Apple listings right, since ChatGPT draws on other sources. Make sure your business phone and email appear on your website, and know who controls your domain, so you're ready to verify.

An online shop

You may be able to claim now, and Shopify stores have the quickest route.

Do: Try Business Hub. If your business appears, claim it, complete the ID check and connect a product feed. Check prices and returns policies match your website.

An online service

Software, courses and other online services fall under the same rule as shops.

Do: Try claiming. Write the description and category the way your customers would describe what you do.

An agency

You can't claim for a client yourself.

Do: Have the client claim the business and add your agency in Business Hub. Don't use forwarded claim invitations.

Until you can claimChatGPT still answers about you

ChatGPT describes local businesses from other sources, including licensed listings data and the web. Our guide your Google listing is now your AI profile covers the listings, and how to see what ChatGPT says about your business shows how to check the answers and fix the source of anything wrong.

What we expect next

The next few months, our best guess

OpenAI says only that it will expand to more markets and categories over time. These are our expectations, not OpenAI's plans, based on how ChatGPT ads rolled out.

LikelyLocal listings outside the US

OpenAI says it plans to expand to more markets and categories, without dates. ChatGPT ads reached the UK about four months after the US, and Ireland and the EU after six. We'd expect local listings to follow a similar path, so not before 2027 in Ireland.

LaterBusiness Agents in Europe

The agent is new and US-only even for online shops. In the EU, chatbots have had to say they're AI since 2 August 2026, and OpenAI's policy already requires it. We expect the UK before the EU, and agents for local services after shops.

WatchBooking and buying through the agent

Not offered today. ChatGPT can already book restaurant tables through partners, and Business Agents may connect to that kind of tool later. OpenAI hasn't said so.

WatchPrices

Business Hub and agents are free in the beta. The paid part is advertising: a business can sponsor its agent as the destination for a ChatGPT ad. Expect more paid ways to be seen, not a fee to claim.

LikelyOther assistants copy it

Google, Microsoft and Apple already run business listings. We expect them to show businesses more about how their AI uses those listings, as ChatGPT now does.

WatchPaid AI visibility trackers

Business Hub gives ChatGPT mentions and clicks for free, but only for ChatGPT and only for businesses that can claim. Trackers that cover several assistants still have a role, but will need to explain what they add.

The bigger picture

ChatGPT is becoming a place businesses manage, like Google

Until now, a business could only shape what ChatGPT says about it indirectly, through its website, its listings and what others wrote. Business Hub adds a direct route: a verified profile, a product feed and, for the first time, numbers on how often you're mentioned. OpenAI calls it “an early step”.

For businesses in Ireland the honest answer is: not yet for most, and soon for some. The work that pays off today is the same work that will make claiming quick when it arrives: accurate listings, a clear website, and a business phone, email and domain you control. We'll update this page as OpenAI opens it up, and the date at the top will tell you when we last checked.

Written bySproutMedia team

We help service businesses get ready for their customers' AI assistants and agents. Our team has spent years building software and apps, and has worked hands-on in e-commerce, affiliate marketing and social media, so we know how customers find and choose a business online.

SproutMedia writes about AI agents and agent readiness for local and service businesses in Ireland, Europe, the United States and beyond.

FAQ

Questions people ask us

Short answers to what people search for most. The details are in the guide above.

How do I claim my business in ChatGPT?

Sign in to ChatGPT, open Business Hub from the sidebar and search for your business. Verify your connection by a code to the business phone or email, a TXT record on your website's domain, or your Shopify store. After OpenAI approves the claim, an ID check through Persona unlocks editing, insights and the blue verified check.

Can businesses in Ireland claim a profile in ChatGPT?

Local businesses can't yet: as of 11 November 2026, shops, restaurants and other local businesses can only claim an existing US listing. Online shops and online services can claim or add a profile wherever ChatGPT is available and the required verification is supported, but OpenAI hasn't listed the countries.

What is a ChatGPT Business Agent?

An AI chat a business sets up inside ChatGPT to answer questions about its products and policies, using information and guidelines it provides. Customers open it from the business's profile, and it's labelled and kept separate from ChatGPT's own answers. It can't take payments, make bookings or check orders. It's only for eligible US online shops and online services.

Does it cost anything to claim a business in ChatGPT?

No. Claiming, insights and Business Agents are free in the beta, and you don't need an ads account or an Enterprise plan. The paid option is advertising: a business can sponsor its agent as the destination for a ChatGPT ad.

Will claiming my business make ChatGPT recommend it more?

No. OpenAI says claiming lets you manage the information you provide but doesn't guarantee more visibility or control over ChatGPT's own recommendations, and that ads don't influence its answers. Accurate details can still help ChatGPT describe you correctly.

What do Business Hub insights show?

Totals for the past 28 days: mentions, website clicks and discovery topics. An online business is mentioned when ChatGPT references its website, not just its name; a local business when its location is shown as a result. Businesses never see what customers typed, and a blank figure can mean there isn't enough activity to report yet.

Are ChatGPT ads available in Ireland?

Yes. Ads have been shown to Free and Go users in Ireland and the rest of the EU since 24 August 2026, and Irish businesses can use OpenAI's self-service Ads Manager. Ads in the EEA aren't personalised at first. Sponsoring a Business Agent is US-only.

Sources

Checked on 11 November 2026. Businesses in ChatGPT is a beta, and OpenAI says eligibility may change. The section on what we expect next is our own view. General information, not legal advice.