How to claim your business in ChatGPT

Can a Luxembourg business use Business Hub today?

Partly. Luxembourg is on OpenAI's list of supported ChatGPT countries, and the announcement says any eligible business located where ChatGPT is available can claim its business. Three limits apply, all from OpenAI's own pages:

• Website required at first. "Claiming is initially available to eligible businesses with a website."
• Local shops and restaurants. The help centre states: "Local stores and restaurants can currently claim only an existing U.S. listing." A café in Esch or a hair salon in Ettelbruck therefore cannot claim a profile at the moment.
• Business Agents. Only for eligible e-commerce and online service businesses in the US with a website.

Online businesses, such as a web shop or an online service with its own website, are the realistic target group in Luxembourg for now. OpenAI adds that availability depends on location, business type and whether the required verification is supported. Whether every verification method works for Luxembourg phone numbers and companies is not published.

How do you claim your business in ChatGPT, step by step?

1. Choose the right account. Use the ChatGPT account that will manage the profile long term, ideally one tied to a company email address rather than a private one. If you claim from a ChatGPT workspace, invited colleagues may need to be members of that workspace, according to the help centre.
2. Open Business Hub. Sign in to ChatGPT and open Business Hub from the sidebar. Search for your business by name.
3. Select your listing. Pick the entry that matches your business and confirm the account. If no listing exists, eligible online businesses may see an option to add one. If you see "Contact support", the listing is locked.
4. Verify the claim. Choose one of the methods offered: a code by SMS or automated call to the business phone, a code to the business email, a TXT record in your domain's DNS, or a connection to your Shopify store. For DNS, copy type, host and value exactly; if an agency or host manages your domain, ask them to add the record. Changes can take time to appear.

5. Wait for approval. OpenAI reviews the claim and replies by email, possibly with a request for more information. You can cancel the claim while it is pending. OpenAI gives no processing time.
6. Complete identity verification with Persona. Only after this can you publish changes, connect a product feed, view insights or create an agent. Persona may ask for a government ID, business registration details and proof that you may represent the company. Name, address and any registration or tax number must match the official records. In Luxembourg it is sensible to have the extract from the trade and companies register (RCS) at hand; that is our practical advice, not an OpenAI requirement.

7. Update the profile. After approval you can edit website, description, product or service category, logo, delivery and return policy and add a cover photo. OpenAI reviews and publishes changes, which can take time to show up. ChatGPT may still use other sources.
8. Connect a product feed (optional). Retailers can upload a CSV feed that follows OpenAI's specification, link a hosted feed or connect Shopify.
9. Add teammates. The admin who claimed the business can add colleagues and grant an agency access. Everyone uses their own ChatGPT account. Never forward a personal claim invitation.
10. Check the insights. Under Insights you see aggregated figures for the past 28 days: mentions, website clicks and discovery topics. A blank metric does not necessarily mean zero activity, it can also mean a reporting threshold has not been reached.

If someone else has already claimed your business, open the profile, choose the menu (•••) and "Dispute ownership", then verify with Persona.

What does Business Hub cost?

OpenAI's own pages checked on 12.11.2026 name no price. Digiday quotes Benji Shomair, OpenAI's vice president of monetisation, saying Business Hub and agents are free for now, without ruling out a paid model later. Paid placement exists separately: businesses can sponsor their agent as a destination for ChatGPT Ads, clearly labelled as sponsored. Internal costs remain, such as time for verification, DNS changes by your provider and maintaining the product feed.

Which data protection and contract points matter?

On privacy towards customers, OpenAI says businesses do not receive individual prompts or conversations, including chats with their own agent. Insights are aggregated and only shown above certain thresholds.

For the company itself, the Businesses in ChatGPT Terms, last updated 09.11.2026, deserve a careful read. Points we found:

• OpenAI may create and display a business listing whether or not you claim it, and may supplement or replace your information from other sources.
• For basic business information such as name, address, contact details, category, opening hours and website, the display licence is perpetual and irrevocable.
• By using Business Hub you agree that OpenAI's AI assistant may call your business on behalf of users. An opt-out is offered.
• Anyone who supplies a product feed agrees that text and data mining opt-outs on their websites will have no effect towards OpenAI.
• The terms contain a covenant not to sue and a release covering claims about your data and website content, plus an indemnity in OpenAI's favour.
• Customer data may be used for the development, provision and improvement of OpenAI's products ("Access Purpose").

These clauses touch copyright and liability. We recommend having them reviewed by a lawyer or your fiduciaire before accepting. We give no legal advice here.

What we could not find on the checked pages: a data processing agreement for Business Hub, a statement on European data residency for this product, or a specific statement on model training with profile data beyond the "Access Purpose" definition. These points are open.

What does it mean for Luxembourg: CNPD, GDPR and the AI Act?

GDPR and CNPD. The CNPD is Luxembourg's data protection authority. Persona verification processes personal data of the person who represents the company, including potentially an ID document. Inform that person, document the step in your record of processing and do not put personal data of employees into the public profile without a legal basis. The terms require that personal data in a product feed was already publicly available in mass media.

AI Act and AI literacy. Article 4 of the EU AI Act has applied since 02.02.2025. Since the Digital Omnibus on AI (Regulation (EU) 2026/1744) took effect in mid July 2026, providers and deployers must take measures to support the AI literacy of their staff, but no specific level is required, according to the AI Act Service Desk and the Commission's Q&A. National authorities supervise this from 02.08.2026. Whether claiming a profile alone makes a company a "deployer" is not settled; if your staff use ChatGPT at work, the obligation applies anyway. Transparency rules under Article 50 apply from 02.08.2026; OpenAI's Business Agents Policy already requires that an agent makes clear it is AI.

Funding. Business Hub itself is free, so there is little to fund. For a broader AI project, Luxembourg SMEs can look at SME Packages AI: according to Guichet.lu it covers 70 % of eligible costs for projects between 3.000 and 25.000 euros excluding VAT. Whether work on a ChatGPT profile qualifies is not confirmed. Details are in our guide SME Packages AI, step by step.

Checklist for Luxembourg SMEs

• Do we have our own website? Without one, claiming is not possible at first.
• Are we an online business, or a local shop or restaurant that has to wait?
• Which company account manages the profile, and who is the admin?
• Business phone, business email or DNS access ready for verification?
• RCS extract, ID and proof of authority ready for Persona?
• Terms reviewed by a lawyer or fiduciaire, in particular perpetual licence, call consent, waiver of TDM opt-out and covenant not to sue?
• Representative informed about the Persona data processing, record of processing updated?
• Description, opening hours, delivery and return terms correct and consistent with the website?
• Staff training on AI use documented under Article 4 of the AI Act?
• Calendar reminder to check insights and profile every month?

Is it worth claiming your business in ChatGPT?

For online businesses in Luxembourg, claiming a ChatGPT profile is a small, currently free step that gives some control over how the assistant describes the company and offers the first official figures on mentions and clicks. The value is limited for now: local shops and restaurants are excluded, the agents only work in the US and OpenAI promises no extra visibility. The bigger issue is the contract. Anyone who accepts grants OpenAI far-reaching, partly irrevocable rights and waives legal claims. Read first, then claim.

What is still unclear about Business Hub?

• Processing time for claim and Persona review: not published.
• Which verification methods work for Luxembourg numbers and companies: not published.
• When local shops and restaurants outside the US can claim, and when Business Agents come to Europe: no timeline, Digiday reports OpenAI declined to give one.
• Data processing agreement, data residency in Europe and training use for Business Hub data: not found on the checked pages.
• Blue check: the help centre ties it to Persona approval, the business page to the claim. Which applies in practice is open.
• Future pricing: free at launch, a paid model is not ruled out.