How to Claim Your Therapy Practice in ChatGPT

If your directory listing has gone quiet, you’re not imagining it. Therapists across the country report fewer referrals from the listings they pay for every month, and say their profiles are buried under national platforms and large group practices.

At the same time, some therapists report new clients finding them through ChatGPT. OpenAI says 1.2 billion people use ChatGPT every week, and some of them ask it to help find a therapist. When ChatGPT names a practice, it works from whatever information it can find about that practice.

On November 10, 2026, OpenAI opened Businesses in ChatGPT. For the first time, a practice can claim the profile ChatGPT shows for it, correct its details and see how often ChatGPT shows it. It’s free, and the profile is in your practice’s name, not a platform’s.

Here is what claiming gets a therapy practice, what it doesn’t do yet, and how to claim yours. If you’d rather not add another marketing task to your week, we’ll set it up with you for free.

What Businesses in ChatGPT is

Businesses in ChatGPT is a new section of ChatGPT called Business Hub, found in the sidebar. A practice owner, or someone authorized to represent the practice, can claim the practice’s profile there.

Once the claim and an identity check are approved, you can update your website, description, category, logo, cover photo and other details. OpenAI reviews each change before it appears.

OpenAI lists no fee for claiming a business. You don’t need to advertise, and you don’t need an ads account. The product is in beta, and OpenAI says it plans to add more markets and business categories over time.

Three things you get when you claim your practice

1. Your practice described in your own words

Right now, ChatGPT describes your practice using information it finds elsewhere. A claimed, verified profile lets you add your website, a description of your practice, your category, your logo and a cover photo.

OpenAI’s policy expects these details to be accurate and current, including your service area, hours and contact details. That matters if your specialties, clinicians or telehealth options have changed since your other listings were written.

2. A count of how often ChatGPT shows your practice

Business Hub shows insights for the past 28 days:

• Mentions. For a local business, a mention counts when ChatGPT shows a result for your location, even if the person doesn’t open it.
• Website clicks. How often people click through to your website.
• Discovery topics. Common themes in the ChatGPT answers that mentioned your practice.

You never see anyone’s conversation. OpenAI doesn’t share prompts or chats with businesses, and insights are aggregated and appear only once activity passes a minimum threshold. For a therapy practice, that is the right way round: you learn how your practice shows up, and nobody’s private question ever reaches you.

3. A verified badge, and a say in who manages your profile

When OpenAI approves your identity check, your profile shows a blue check. Claiming alone doesn’t give you the badge.

OpenAI’s policy says only the owner or an authorized representative may manage a profile. If someone has claimed your practice who shouldn’t have, you can dispute ownership from the profile. Once you’ve claimed it, you decide who else gets access: your office manager or your marketing agency, each on their own ChatGPT account.

What claiming doesn’t do yet

• It doesn’t guarantee more visibility. OpenAI says claiming doesn’t guarantee more visibility or give you control over ChatGPT’s own recommendations. Advertising doesn’t influence those answers either.
• Local practices can only claim an existing listing for now. OpenAI says local stores and restaurants can currently claim only an existing US listing. If you can’t find your practice, adding it may not be open to you yet. Eligible online businesses may see an option to add one.
• Not every type of business is open. OpenAI says it may hold off on some categories until it has the safeguards to support them. It hasn’t published a list.
• The chat agent is limited. Business Agents, which answer customer questions inside ChatGPT, are only available to eligible US ecommerce and online service businesses. They can’t book appointments, can’t give advice that requires a professional license, and must not ask for high-risk personal information such as health details. OpenAI hasn’t said whether therapy practices can use them.
• A published profile can’t be deleted. Only unpublished drafts can. If you create a new profile, OpenAI publishes it automatically when it approves your identity check, so have your details ready before you submit.

What you need before you start

• A ChatGPT account to manage the profile from. We suggest one on your practice email rather than a personal account, so access doesn’t depend on one person.
• One way to prove the practice is yours. Depending on your listing, ChatGPT offers some of these: a code sent to the practice phone, a code sent to the practice email on your business record, a DNS record added to your website’s domain, or a connected Shopify store.
• What the identity check may ask for. A government ID, your business registration information and proof that you can represent the practice.
• Matching records. OpenAI asks that your practice name, address and any registration or tax number match your official business records.
• Your profile details. Your website address, a short description of the practice and your logo.

How to claim your practice, step by step

1. Sign in to ChatGPT and open Business Hub from the sidebar.
2. Search for your practice by name.
3. Select the listing that matches your practice, and confirm the ChatGPT account you’ll manage it with.
4. Choose one of the verification methods shown. Enter the code you receive, or add the DNS record and select Verify domain.
5. Wait for OpenAI’s decision by email. You can cancel the claim while it’s under review.
6. Once your claim is approved, open your profile in the Business tab and select Verify with Persona. Submit what Persona asks for.
7. Once Persona approves you, update your profile details. OpenAI reviews changes before they appear.

If you see Contact support instead of verification options, your listing is locked, so select it to ask OpenAI for access. If you received a claim invitation by email, open that personal link yourself and don’t forward it to anyone.

After you claim

• Keep it current. When you add a clinician, change your hours or start offering telehealth in a new state, update the profile. ChatGPT may also use other sources, so keep your website and Google Business Profile saying the same thing.
• Check your insights each month. A blank number can mean activity is still under OpenAI’s reporting threshold, not that it’s zero.
• Give your agency access the clean way. You claim the practice, then the admin grants your agency access in Business Hub. That way the profile stays in the practice’s name.

Questions therapists ask

Is it free?

OpenAI doesn’t list a fee for claiming or managing a business profile. Advertising in ChatGPT is a separate, paid product.

Do I have to run ChatGPT ads?

No. Claiming your practice, the chat agent and advertising are separate. If you’re curious about ads, read our page on ChatGPT Ads for therapists first, because healthcare advertisers face extra review.

Will ChatGPT recommend my practice more often?

Not just because you claimed it. Claiming lets you manage the information you provide. OpenAI says it doesn’t guarantee more visibility or give you control over what ChatGPT recommends.

Will OpenAI share my clients’ conversations with me?

No. Businesses see aggregate counts and themes, never individual prompts or chats.

My practice is telehealth only. Can I add it if it isn’t listed?

Possibly. OpenAI says eligible online businesses may see an option to add one. Search for your practice first, then check what Business Hub offers you.

Can I manage several locations together?

Not yet. Each brand is managed separately, and claiming the main brand doesn’t claim its locations.

Want us to set it up with you?

We’ll set up your practice’s ChatGPT profile with you for free, and you stay the owner. We walk you through the claim and the identity check. You submit your ID straight to OpenAI’s verification partner, so we never ask for it. Then you give TheraPPC agency access, and we write and check your profile details.

Sources

• OpenAI, Introducing Businesses in ChatGPT, November 10, 2026
• OpenAI Help Center, Setting up your business on ChatGPT
• OpenAI, Businesses in ChatGPT policy
• OpenAI, Business Agents Policy