ChatGPT Business Profile for Therapists: How to Claim Your Practice
Your ChatGPT business profile can now be claimed. How a therapy practice claims it, what to write, what the metrics count, and what claiming won't do.
8 min read
Since November 10, 2026, a therapy practice can claim its ChatGPT business profile in Business Hub, correct its details, and see how often ChatGPT cites its site. Claim yours this week. Your practice may already have a listing, and claiming is how you control what it says. It won't make ChatGPT recommend you more often. I claimed SEO for Therapists the day after launch; this is the walkthrough.
Why claim your ChatGPT business profile now
The Businesses in ChatGPT terms say OpenAI may build and show a listing for a business from information it already has, whether or not anyone claims it. So the question isn't whether your practice has a profile. It's whether anyone has checked it. A wrong phone number, an old address or a specialty you dropped stays there until you fix it.
The second reason is measurement. Until now, no tool could show how often ChatGPT cited a therapist's site. Business Hub shows that count, and the data starts before the day you claim: when my verification cleared, I could already see the previous week next to the week before.
The third reason is timing. Most practice owners won't claim theirs for months, and ChatGPT leans on listing data when people use ChatGPT to find a therapist. In my study of 200 ChatGPT answers, 65% of the names it gave arrived with a rating, a review count, a category and an address: the same fields a Google Business Profile shows.
How to claim your practice, step by step
- Open Business Hub. Sign in to ChatGPT with the account you'll manage the practice from, select Business Hub in the sidebar and search for your practice by name.
- Pick the right listing. If you see clients at an office, look for that location's listing: local stores can currently claim only an existing US listing. If you work online only and can't find yourself, you may see an option to create one.
- Prove you run it with a DNS record. Add the TXT record ChatGPT shows to your domain's DNS settings, copied exactly, then select Verify domain. If someone else manages your domain, ask them to add it. DNS changes can take a while to show. Then finish with the email confirmation.
- Wait for the claim to be approved. OpenAI emails its decision or a request for more information.
- Verify your identity with Persona. You may need a government ID, business registration details and proof that you're authorized to represent the practice. The name, address and any registration or tax number must match your official records, so a PLLC uses the name on its state filing. Until Persona approves you, you can't publish edits or see the metrics. Approval adds a blue check to your profile.
What to write in your profile
Once you're approved, you can update your site link, description, category, logo and cover photo. Each edit is reviewed before it goes live, and updates don't appear instantly.
The description box is short: mine cut off at about 280 characters. It gives ChatGPT your details in your own words, so spend them on what someone choosing a therapist needs: who you see, what you treat, how you work, where you're licensed and the next step. A made-up example:
Licensed professional counselor seeing adults for anxiety and trauma in Austin and online across Texas. EMDR and CBT. Private pay and Aetna. Book a free 15-minute consult at example.com
Leave out anything about a client and any promise of results. Copy the wording, address and phone number from your Google Business Profile and your Psychology Today profile, so every listing describes one practice the same way. For the category, pick the one closest to how you're licensed, not a broader one that sounds bigger.
Setting up ours, Business Hub also asked about delivery and returns. For a practice, "We don't offer delivery" and "Returns not accepted" are accurate; your cancellation policy belongs on your own site.
This matters most for online-only practices. Google requires a real location where clients are received, so a telehealth-only practice can't use an address-based Google Business Profile. Business Hub lets eligible online businesses add a profile, which makes it one of the few listings an online practice controls.
What the metrics count
- Mentions. For an online business, a mention counts when ChatGPT references your site; your name alone doesn't count. For a local business, it counts when a result for that location is shown, even if the customer doesn't open it.
- Website clicks. How often people clicked through to your site.
- Discovery topics. Themes of the ChatGPT answers that cited you. They aren't keywords, and they never show the prompts or queries people typed.
Mentions work like impressions in Google Search Console: your practice was shown, whether or not anyone clicked. Clicks are what those impressions turned into. On the Business Hub dashboard you can switch between the last 7 and 28 days. You never see a conversation, so no client data reaches you.
A blank number doesn't mean zero. Figures appear only once activity passes a reporting threshold, so a small solo practice may see blanks for a while. The topics may surprise you, too: ours showed website copywriting as the biggest theme, not SEO. Compare the last 28 days against the 28 before, monthly. If an agency handles your marketing, ask for these numbers in its monthly reporting, next to your Google Business Profile insights and site analytics.
The chat agent: wait before you publish one
Business Hub also has a Business Agent, a chatbot that talks with a customer about your business. It's limited to eligible ecommerce and online service businesses in the US, and each category is reviewed before an agent goes live.
Its rules fit a store better than a practice. Under the Business Agents Policy, the agent must say it's AI, must not give advice that legally requires a professional license and must not ask for health details. It can't book anything: it explains your services and links to your site, where the customer completes those actions. It also must not ignore or downplay a user's immediate safety concern.
Someone looking for a therapist may be in distress. If you publish an agent, write its crisis instruction first: in the US, point people to 988, the Suicide and Crisis Lifeline, or to 911 in an emergency. Keep it to pricing, insurance, availability and how to book, and test it with the questions a worried person might ask.
What claiming won't do
The help article is direct. Claiming "doesn't guarantee increased visibility or give you direct control over ChatGPT's independent recommendations," and "Advertising doesn't influence ChatGPT's independent answers." Anyone selling you a claim as a way to rank there is overselling it.
Whether ChatGPT names you still depends on what it finds across the web: your Google Business Profile, directories, and pages on your own site that explain what you treat. The profile makes sure the facts are right when it does. To work on the recommendation itself, start with our guide to AI search for therapists and the Google Business Profile guide.
FAQ
Do I need to advertise or publish an agent to claim my business? No. Claiming, publishing an agent and advertising are separate. The help article lists no fee, and you don't need an Ads account or an Enterprise agreement. Once you're approved, you can manage your details and see insights without either.
Can my marketing person manage the profile for me? Yes. The admin who claimed it can add teammates or give an agency access, each on their own account. If you claimed it in a ChatGPT workspace, invitees may need to be members of that workspace. Don't share your login.
What should I do if my verification is pending or fails? Wait for the email. If Persona fails or expires, follow its instructions and select Try again if it's there, with your details exactly as on your official records. If you can't retry, contact OpenAI Support.
Do I need Shopify to set up a business agent? No. Shopify is one way to verify and to connect a product feed. A practice can verify with a DNS record on its own domain.
Can I manage several practices or locations together? Each brand is managed separately, and claiming the main brand doesn't claim its locations. A group with three offices checks each location's listing, the way each office has its own Google Business Profile.
Can my agent complete purchases, make bookings or check a client's appointment? No. It explains and links to your site, where clients book. It also doesn't use data from any plugin your business has in ChatGPT.
Someone else already claimed my listing. What now? Open the profile, select the three-dot menu, choose Dispute ownership, then verify with Persona that you represent the practice.
What should I never share with ChatGPT? As a practice owner, five things: a client's name or contact details, diagnoses or session notes, insurance or ID numbers, screenshots showing any of those, and your passwords or verification codes. Unless your practice has a business associate agreement covering the account you use, keep client details out of it.
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