On 10 November 2026, OpenAI launched Businesses in ChatGPT, giving businesses an official way to claim and manage the profile ChatGPT shows about them for the first time. With OpenAI reporting 1.2 billion people using ChatGPT every week, it’s a significant step in how businesses get found in AI search.
For Perth businesses, and particularly those looking to stay ahead of the digital marketing curve, this is an exciting development. It introduces a new level of transparency around how businesses appear in ChatGPT, offering the ability to manage business information, access AI visibility insights and, for eligible businesses, use AI-powered Business Agents.
So, what exactly is Businesses in ChatGPT, how does it work, and what should Perth business owners be doing now to prepare?
What is Businesses in ChatGPT?
Businesses in ChatGPT is a free program, currently in beta, that lets businesses claim and verify their profile inside ChatGPT. Everything is managed through a new dashboard called Business Hub, found in the ChatGPT sidebar or at chatgpt.com/business-hub.
Once verified, businesses will be able to access three key features:
- A Claimed Profile: Update your website, business description, category, logo, and delivery and returns policies. Verified profiles also receive a blue tick.
- Insights: See how often ChatGPT mentions your business, how many clicks it sends to your website, and the topics you appear for over the past 28 days.
- Business Agents: A chat inside ChatGPT that answers customer questions about your products and policies on your behalf. At launch, this is limited to eligible e-commerce and online service businesses in the US.
It’s worth noting this is completely separate from ChatGPT Business, OpenAI’s paid team subscription. You don’t need a paid plan, an Enterprise agreement or a ChatGPT Ads account to claim your business.
What does this mean for Perth businesses?
This is an exciting development for local businesses because it gives them, for the first time, a dedicated way to manage their business presence within ChatGPT and access insights into how AI is driving brand discovery and website traffic.
As more consumers turn to ChatGPT to research products, compare services and find local recommendations, understanding and managing your visibility across AI platforms will become increasingly important.
For Perth businesses, this is an opportunity to get ahead as ChatGPT becomes an increasingly important way for consumers to discover and research local businesses.
Don’t wait for AI search to become mainstream before taking action. Claiming your business is a simple first step, but it should complement a broader search marketing strategy. Being listed in Business Hub does not guarantee ChatGPT recommendations, so building a credible and well-established online presence remains essential.
Can Perth businesses start claiming their business in ChatGPT now?
Some can. OpenAI says any eligible business in a country where ChatGPT is available can claim, which includes Australia. However, eligibility depends on your type of business, and access is rolling out gradually. At White Chalk Road, we can see that most local Perth businesses are reporting a waitlist rather than a claim screen.
What Perth business owners can do now
We recommend joining the waitlist to be among the first to access Business Hub when it launches. Here’s what you can do to claim your business.
Step 1. Head to the ChatGPT Business Hub
If you don’t already have a ChatGPT account, you can sign up for a basic free account. Once signed in head to the ChatGPT Business Hub by direct URL: chatgpt.com/business-hub/
Step 2: Search for your business
You’ll be asked to search for your business. Once it comes up, click into your business.
Step 3. Select join the waitlist
Select “join the waitlist” to register your interest in accessing the ChatGPT Business Hub.
How does claiming work?
Once your business is off the waitlist and eligible to claim, here’s what to expect:
1. Verify your connection to the business
You’ll need to verify your connection to the business using whichever method ChatGPT offers you, such as a code sent by text, call or email, a TXT record added to your website’s DNS, or a Shopify connection. OpenAI then reviews the claim and emails you a decision.
2. Pass an identity check
The person managing the profile must then complete identity verification through a third-party service called Persona. This can include photo ID, business registration details and proof you’re authorised to represent the business. For Australian businesses, that generally means your ABN, and the business name and address you submit need to match your official records.
Remember, always claim from an account your business owns. Once approved, the admin user can give other team members access through Business Hub, with each person using their own login. Too many businesses have spent weeks proving they own their own Google listing because the account sat with a former staff member or contractor.
Ready to get your business recommended in AI search?
Claiming your business in ChatGPT is a great first step, but it’s only one part of being found and recommended in AI search. Whether you need help preparing for Business Hub or building a GEO strategy, the team at Perth’s longest-running search agency is here to help.
Contact White Chalk Road today to find out how we can help your business get found and chosen in the age of AI search.
