When OpenAI introduced apps in ChatGPT in October 2025, the pitch to brands was simple: instead of hoping ChatGPT mentions you, put your own product inside the conversation. A user planning a move could ask Zillow for listings on a map, or ask Canva to turn an outline into a design, without leaving the chat.
A year on, the picture is more nuanced. Developers can submit apps for review, there is an in-ChatGPT directory, and OpenAI is reorganising how apps, skills and custom GPTs are packaged under a new "plugin" model. The rules are also strict: no ads, no selling digital subscriptions inside the app, and verified developers only.
This guide explains how apps in ChatGPT work, who has launched them, what it takes to build and publish one, and a practical framework for deciding whether your brand should invest, or whether your money is better spent on organic visibility.
Key Takeaways
- Apps in ChatGPT are built with OpenAI's open-source Apps SDK, which is based on the Model Context Protocol (MCP), and can show interactive interfaces inside the chat.
- Launch partners in October 2025 were Booking.com, Canva, Coursera, Expedia, Figma, Spotify and Zillow; public submissions opened on 17 December 2025.
- Users find apps in a directory, by @-mentioning them, or through suggestions ChatGPT is testing inside conversations.
- Submission rules ban advertising, in-app sale of digital goods and subscriptions, and promotional pricing in descriptions; physical-goods commerce links out to your own checkout.
- An app makes sense when users need to do something with your data or service in a conversation, not just learn about you.
What is an app in ChatGPT?
An app connects ChatGPT to your service through an MCP server. When a user invokes it, ChatGPT can call your tools (for example "search listings" or "check availability") and display a custom interface, such as a map, a carousel of products or a booking widget, right in the chat. OpenAI's help centre describes the Apps SDK as being in preview, open source and testable through Developer Mode.
That is different from being cited in ChatGPT search. A citation depends on ChatGPT choosing your page as a source; an app is something the user connects to and asks for. Both matter, and our guide on getting your brand mentioned in ChatGPT search covers the organic side.
“Developers can now submit apps for review and publication in ChatGPT”
— OpenAI, Developers can now submit apps to ChatGPT
Timeline: from launch to plugins
| Date | What happened | Source |
|---|---|---|
| 6 Oct 2025 | Apps and the Apps SDK announced; first apps from Booking.com, Canva, Coursera, Expedia, Figma, Spotify and Zillow for logged-in Free, Go, Plus and Pro users outside the EEA, Switzerland and the UK | OpenAI announcement |
| 13 Nov 2025 | Apps added in preview for ChatGPT Business, Enterprise and Edu | Update note on the same announcement |
| 17 Dec 2025 | App submissions open; in-ChatGPT directory at chatgpt.com/apps | OpenAI announcement |
| Sept 2026 | OpenAI documentation now describes "plugins" as the packages people discover and install in ChatGPT and Codex; a plugin can contain skills, an MCP server or both | OpenAI developer docs |
| Dec 2026 (planned) | Custom GPTs scheduled to retire on 11 December 2026, with a migration path to plugins, according to Visual Studio Magazine's reading of OpenAI's release notes | Trade press report |
The terminology is still settling. OpenAI's submission guidelines now use the word "plugins" throughout, while the Apps SDK documentation still talks about apps. Practically, the MCP server you build for an app is the same building block either way. If you have not met MCP before, our explainer on MCP servers for business is a gentle introduction.
How users discover apps
- Directory: a browsable, searchable list inside ChatGPT, reachable from the tools menu or chatgpt.com/apps. Developers can deep-link to their directory page from their own site and channels.
- Direct invocation: once connected, users can @-mention the app or pick it from the tools menu.
- In-conversation suggestions: OpenAI says it is testing ways to suggest relevant apps based on conversation context, and that well-received apps may be featured more prominently.
Notice what is missing: there is no paid placement. Under the submission guidelines, apps cannot show ads or exist mainly to advertise. Paid reach in ChatGPT is a separate product, covered in our guide to ads in ChatGPT.
Requirements and real costs
OpenAI's pages do not mention a listing fee for the directory. The real costs are build, review and upkeep. These are the rules that most often shape a brand's plans, summarised from OpenAI's submission guidelines:
| Area | What the guidelines require | What it means for a brand |
|---|---|---|
| Identity | Submissions from a verified individual or organisation, with accurate support contacts | Complete verification in the OpenAI Platform dashboard early |
| Advertising | No ads; the app must have standalone value | An app cannot be a brochure; it must do a job |
| Commerce | Physical goods only; external checkout on your own domain; Instant Checkout in beta for select marketplace partners | Retailers can sell, but the purchase finishes on your site for now |
| Digital goods | No selling digital products, subscriptions, tokens or credits, and no upgrade promotions | SaaS and media brands cannot use the app to upsell plans |
| Promotion | No pricing, free trials or discounts in descriptions | Write directory copy about capability, not offers |
| Privacy | Published privacy policy; minimum data; no payment card, health, government ID or credential data | Legal and security review is part of the budget |
| Quality | Reliable, accurate, complete; demos and trials are rejected | Plan for testing, monitoring and maintenance |
For physical retailers, product feeds are a related route into ChatGPT shopping that does not require building an app; see our guide to OpenAI product feeds.
A decision framework: should your brand build one?
- Name the job. Write one sentence: "In ChatGPT, users can ask our app to ___." If the blank is "learn about us", stop; that is a content and PR job, not an app.
- Check the data advantage. Apps shine when you hold live or personal data ChatGPT cannot see: inventory, availability, account details, quotes, listings.
- Check the rules. If your model depends on selling subscriptions or digital goods inside the flow, the current guidelines block that.
- Estimate demand. Use prompt research to see whether your audience actually asks ChatGPT for tasks your app would handle.
- Price the build. You need an MCP server, authentication if users log in, a UI component, privacy documentation and a test account for reviewers.
- Pilot internally first. Business and Enterprise workspaces can enable developer mode for internal apps, which is a low-risk way to prove value.
- Measure. Tag deep links and outbound checkout links, and set targets for connected users and completed tasks before you scale.
A useful rule of thumb: if you would build a website chatbot or a mobile app for the same job, a ChatGPT app is worth a look. If you would not, it probably is not. Our guide to AI chatbots for business websites helps frame that comparison, and our AI search business case template helps you present it internally.
Common mistakes
- Building a brochure. Apps that only repeat marketing copy fail the "standalone value" test and give users no reason to connect.
- Planning in-app upsells. Subscription prompts, trials and discount messages are not allowed under the current guidelines.
- Collecting too much data. Requesting more information than the task needs is a common reason for rejection and a real privacy risk.
- Ignoring organic visibility. An app helps users who already want you. Most users still meet brands through answers and citations, so keep investing in content and digital PR for AI search.
- Treating the rules as fixed. The apps-to-plugins shift shows how quickly the platform changes. Recheck OpenAI's documentation before each release.
Related Guides
- Ads in ChatGPT: What Advertisers Need to Know
- ChatGPT Memory and Personalization: Why Every User Sees Different Answers
- Deep Research Tools: Getting Cited in Long AI-Generated Reports
Frequently Asked Questions
How much does it cost to list an app in ChatGPT?
OpenAI's announcement and guidelines do not mention a listing fee. The costs are building and hosting an MCP server and interface, privacy and security work, review, and ongoing maintenance.
Can my app sell products?
Physical goods, yes, but checkout should happen on your own domain. OpenAI says Instant Checkout is in beta for select marketplace partners only. Digital goods, subscriptions and credits cannot be sold through the app.
Are apps available in Europe and the UK?
At launch in October 2025, apps were not available in the EEA, Switzerland or the UK. When you submit an app you set country availability, so check OpenAI's current documentation for your markets.
What is the difference between an app and a plugin?
OpenAI's newer documentation describes plugins as installable packages for ChatGPT and Codex that can contain skills, an MCP server or both. An app's MCP server can live inside a plugin. The naming is still changing, so follow OpenAI's docs.
Will having an app make ChatGPT recommend my brand more?
Not directly. OpenAI says it is testing app suggestions in conversations, but citations in answers depend on separate search and ranking systems. Treat an app as a product channel, not an SEO tactic.
Conclusion
A ChatGPT app is a product decision, not a marketing shortcut. Build one when your brand has a task users want done in conversation and data only you can supply; otherwise, focus on being the brand ChatGPT already cites. Our ecommerce SEO and AI visibility specialists can help you weigh both routes. Get a free quote to talk it through.
References
- OpenAI — Introducing apps in ChatGPT and the new Apps SDK
- OpenAI — Developers can now submit apps to ChatGPT
- OpenAI Developers — App submission guidelines
- OpenAI Help Center — Build with the Apps SDK
- OpenAI Developers — Plugins concepts
- Visual Studio Magazine — OpenAI replacing custom GPTs with plugins (28 Sept 2026)
