How to set up your business on ChatGPT (Business Hub) — and what the data shows

ChatGPT mentioned my website 408 times in seven days. It sent one click. That's from the new Business Hub inside ChatGPT. In this video I'll show you how to set it up step by step, including the one step I'd be careful with. Then I'll show you what those numbers actually mean, and what they don't.

On the tenth of November, OpenAI launched Businesses in ChatGPT in beta. OpenAI says 1.2 billion people use ChatGPT each week. Until now, there was no official place to see whether your business shows up there at all, or to manage that information.

First, a definition, because it changes how you read everything else. For an online business, a mention counts when ChatGPT references your website in an answer. Your brand name on its own doesn't count. A mention is not a visit, and it's not a person. So 408 mentions against one click tells you one thing very clearly. Being mentioned is not the same as being visited.

Business Hub lets you add or claim your business in ChatGPT, keep its details current, and see aggregated insights, such as mentions and website clicks. What it doesn't do: claiming your business does not make ChatGPT recommend you more often. OpenAI is explicit about that. It lets you manage the information you provide. It doesn't give you control over ChatGPT's own answers.

There's also something called Business Agents. That's a separate product, currently only for eligible ecommerce and online service businesses in the US, and the agent builder isn't available in the Netherlands yet. I won't cover it here.

Sign in to ChatGPT and open Business Hub from the sidebar. Search for your business by name. If it's there, select the listing and confirm the account you'll manage it with. If it isn't there and you run an eligible online business, you may see an option to add it. That's what happened to me. samsina.nl had no listing, so I added it. You end up on this screen: You've created samsina.nl. It's saved as a draft. One note: local stores and restaurants can currently only claim an existing US listing.

Next, you prove you're connected to the business. OpenAI offers four methods: business phone, business email, website domain, or Shopify. Phone sends you a code by text or automated call. Email sends a code to the address associated with your business. Domain means adding a TXT record to your DNS. If someone else manages your domain, ask them to add it, and know that DNS changes can take time. Shopify means logging in to your store. Pick the one you actually control. I used business email. A code went to my samsina.nl address. I entered it, and that was it. No DNS changes needed. OpenAI then reviews the claim and emails you its decision.

This is the step most people will skip. Open the editor and look at the preview as if a stranger is reading it. On my profile card, a phone number and an email address showed up. I treated both as details that might become public, and I removed the phone number. I set the category to Marketing agency and wrote a short description. Delivery and returns are fields built for retail. I set delivery to none and returns to not accepted, so the status is explicit, not just blank. Changes go through review. A cover update of mine was still showing as "Reviewing your change" when I wrote this up.

Then there's Persona, a separate identity check. You need it before you can publish changes or view insights. You may need a government-issued ID, business registration information — for me that's the KVK number — and proof that you're authorised to represent the business.

Here's the caveat. OpenAI says that if you use Persona to create a new profile, approval publishes that profile automatically, with no separate publishing step. And a published profile cannot be deleted. Only unpublished drafts can. And OpenAI Support can't delete, unpublish, or hide a published one as part of a setup request. I verified my email first, checked my public details, and did Persona afterwards. It's not clear whether that later approval also publishes the profile automatically, so treat it as if it does. Get your details right before you start Persona. Also, the blue verified check comes after Persona approval, not after claiming.

Once you're through, open Brand insights. You'll see mentions and website clicks, aggregated. You don't see individual prompts or conversations. The help article describes a 28-day window. There's also a 7-day toggle, and that's the view I'm showing. One more thing: a blank metric doesn't necessarily mean zero activity. It can mean data is still being collected, or hasn't reached a reporting threshold.

In my 7-day view, with data through the eleventh of November, that's 408 mentions and one website click. Two honest caveats. Most of those seven days are from before I created the profile, so the profile didn't cause them. ChatGPT was already referencing samsina.nl. And this is one small consultancy's data, so it's a field note, not a benchmark. I don't know yet what drives the mentions, or whether the profile will change them from here.

So what to do this week. Open Business Hub. Verify with a method you actually control. Check the preview before anything else. Do Persona last. And then look at your mentions next to your clicks. If there's a big gap, that's the question worth working on. I wrote all of this up in my newsletter, The Pipeline Notes. It's one practical B2B lead-gen fix every Tuesday.