On November 10, 2026, OpenAI activated in beta phase ChatGPT Business Huba platform that allows businesses in Madrid and the rest of the world to control the information they AI offers on its brands. With this launch, the company offers companies a direct channel to manage how they are mentioned by its conversational assistant.
The new tool requires ten requirements and a TXT record to validate ownership of the domain. For now, only physical businesses in the United States can claim existing tokens, while the rest face waiting lists.
In the test carried out with the profile of Search Engine Journalthe system managed to register 353,356 mentions, a figure that anticipates the volume of visibility that a validated profile can achieve, so local business owners need to know the steps to validate their digital presence and ensure that the system correctly recommends them to users.
- Release date: OpenAI launched ChatGPT Business Hub in beta on November 10, 2026.
- Who can claim an existing token: For now, only stores and restaurants located in the United States, verified using a code via SMS or robocall.
- Exclusively online businesses: Unlike Google Business Profile, the OpenAI tool does support this type of business, although claiming the profile does not guarantee a better position or priority in the chatbot’s responses.
- Necessary documentation: The registration requires ten elements, including official identity, access to the DNS for a TXT record, legal and commercial name, physical and legal address, and tax identifier.
- Search Engine Journal test result: Between October 14 and November 10, 2026, the profile accumulated 353,356 mentions and 2,663 clicks, with a growth of close to 90% in daily mentions.
The new OpenAI showcase launched on November 10
The tool makes it possible to send corporate data to claim or generate a file. Unlike what happens in Google Business Profilethe system OpenAI admits establishments that operate exclusively online; Google, for its part, includes brands, organizations, artists and other businesses that operate exclusively online in its eligibility guidelines. However, the company warns that validating the token does not ensure a higher position or priority in the chatbot’s suggestions.
For physical stores, the situation presents nuances: direct claims from existing establishments currently operate only in the United States, through a verification code sent by SMS or through an automatic call to the business telephone number registered in the profile. Those trying to register a new physical location from Spain may encounter a waiting list.
The 10 requirements you must prepare before verifying your business on Chatgpt
The form requires gathering ten specific elements to start the process. An official identity document, the corporate website and DNS permissions are required to insert a TXT record. Also included are the public name, the legal name, the commercial name or DBA and the type of entity, differentiating between sole proprietorships and other corporate forms. It is mandatory to indicate a physical address and another registered legal address, and post office boxes are rejected. Finally, a tax or business registration identifier and contact information are requested, although email and telephone were optional in the initial tests. A technical detail causes confusion in the form: the placeholder for the registration number shows the format 12-1234567, identical to the US EIN, which can mislead Spanish taxpayers when entering their NIF or CIF.
The TXT record: the key step to verify your website in ChatGPT Business Hub
To validate the business’s online presence, the system asks to confirm domain ownership by adding a TXT record in the website’s DNS settings. Once this step is completed, the commercial category of the business is selected. The Guide Registration includes questions about delivery policies (without delivery, paid or free) and returns policies (not available, with costs or free), fields that appear in the preview and must be adjusted carefully to not provide erroneous information to the public. When saving the draft, the platform offers $500 in advertising credit and the option to upgrade to a paid plan, although the exact terms and conditions for redeeming said credit are unknown. The final validation of the identity is executed through Personthrough a QR code or secure link that activates the mobile camera without requiring the download of applications. An automatic approval publishes the profile and gives it a blue badge.
The case of SEJ: 353,356 mentions and the importance of the link
The Metrics Dashboard ChatGPT Business Hub displays website referrals and visits based on aggregated data, with notification thresholds to alert you to relevant changes. These metrics help businesses measure how many times they are cited and whether those mentions lead to actual visits to their website. There is a fundamental limitation: a mention is only counted if the model includes the link to the business page; Citing only the name of the brand does not add up. This circumstance was verified in a test of Search Engine Journal carried out between October 14 and November 10, 2026. During that period, the profile accumulated 353,356 mentions and 2,663 clicks, registering an approximate growth of 90% in daily mentions between the first and last day. Administrators can delegate tasks by inviting collaborators via email from the ‘Invite’ option.
The waiting list for brick-and-mortar businesses outside the US.
The international expansion of the tool faces geographical and structural barriers. While American stores and restaurants can claim existing tokens, Madrid businesses that are betting on registering a new physical location face the uncertainty of a possible waiting listwithout an official global deployment date being known. Added to this is the lack of centralization: brands belonging to the same parent company must be managed individually. The platform does not allow unified administration for multiple headquarters or commercial brands. In practice, this means that a chain with multiple establishments must create, verify and maintain a separate profile for each location, without the possibility of joint management from a single account.
