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title: What ChatGPT Says About Your Law Firm Is Now Partly Up to You
description: What Businesses in ChatGPT Means for Your Law Firm
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# What ChatGPT Says About Your Law Firm Is Now Partly Up to You
[Olha Bodnar November 12, 2026](https://ethosleads.com/resources/author/olha-bodnar)
- [Strategy](https://ethosleads.com/resources/tag/strategy)
- 11 mins
### Until this week, no law firm had a direct way to tell ChatGPT anything about itself.
On November 10, 2026, OpenAI opened [Businesses in ChatGPT](https://openai.com/index/introducing-businesses-chatgpt/), a beta that lets a business claim its profile, supply its own details and see how often ChatGPT mentions it. OpenAI puts ChatGPT's audience at 1.2 billion people a week.
That is good news for a profession built on getting the facts right.
Businesses in ChatGPT has three parts, all managed from a dashboard called Business Hub in the ChatGPT sidebar.
- **A claimed profile.** You verify that you represent the firm, then edit its website, description, category, logo and cover photo. After a separate identity check, the profile carries a blue verified badge.
- **Insights.** A count of how often ChatGPT mentioned your firm and how often people clicked through to your website, plus the common themes of the answers you appeared in.
- **Business Agents.** A labeled chat, kept separate from ChatGPT's own answers, in which a business answers questions from information it supplies. For now this is limited to eligible ecommerce and online service businesses in the United States.
Launch coverage reports that claiming is free for now. OpenAI says you need neither an advertising account nor an enterprise contract to claim an eligible business.
## **What this gives your law firm**
The gain is a way to correct the record and, for the first time, a number to watch.
**Your facts, in your words.** ChatGPT can now work from a description you wrote: who you represent, the matters you take, where you are admitted, the languages you work in. For a profession that depends on accuracy, this is the main benefit.
**A verified identity.** Once the identity check is approved, your profile shows a blue check. It confirms who is behind the profile. A prospective client meeting your firm for the first time has one less thing to doubt.
**The first count from the source.** Until now, measuring a firm's presence in ChatGPT meant asking it questions and writing down the answers. Insights gives OpenAI's own figures for mentions and website clicks.
**A view of what you are known for.** Discovery topics show the themes of the answers that cited you.
**A head start on your own data.** A firm that sets up now has its own trend line by the time agents and local listings open more widely.
## **How Businesses in ChatGPT compares with Google Business Profile**
If you already manage a Google Business Profile, you know half of this routine. The other half works differently.
| **For a law firm** | **Google Business Profile** | **Businesses in ChatGPT** |
| --- | --- | --- |
| Where a client meets you | In local results on Google Search and Maps | Inside a ChatGPT answer, with your profile one click away |
| Who can have one | Firms that meet clients in person. Online-only practices and virtual offices are excluded | Eligible businesses with a website, where ChatGPT and its verification are supported |
| Proving it is yours | Google picks the method: phone, email, video or mail | A phone, email or domain check, then an identity check through Persona |
| What you supply | Name, address or service area, hours, categories, description, photos | Website, description, category, logo, cover photo |
| Client reviews | Public ratings and reviews, which you can answer within your confidentiality duties | Not among the profile fields OpenAI documents |
| What decides if you appear | Relevance, distance and how well known the firm is. Reviews and links count | ChatGPT's own judgment, based on your website and other sources |
| Who answers a client's question | Google retired its public Q&A. Where offered, AI answers in Maps based on on your profile, reviews and website | ChatGPT itself. A Business Agent is limited to eligible US ecommerce and online service businesses |
| What you learn | Search terms, profile views, calls, direction requests and website clicks | Mentions, website clicks and answer themes for 28 days. No search terms or prompts |
| Offices and lawyers | One profile per office | Each brand is managed separately. Claiming the firm does not claim its locations |
Neither one sells placement. Google says there is no way to pay for a better local ranking, and OpenAI says advertising does not influence ChatGPT's independent answers.
So keep the Google profile, add the ChatGPT one, and make the two say the same thing.
## How to Claim Your Law Firm in ChatGPT
Claim your law firm’s profile so you can submit accurate information about your practice and see available insights, such as website clicks.
**Before you begin.** Have your official website, public office details and access to the firm’s phone or email handy. If you plan to verify through your website, contact the person who manages your domain’s DNS records.
**1. Open Business Hub**
The firm owner should sign in to a ChatGPT account the firm controls. Open Business Hub from the sidebar. If OpenAI sent you a personal claim invitation, open that link and sign in with the email address that received it. [Open Business Hub](https://chatgpt.com/business-hub)
2\. Find the right listing
Select **Add business** if prompted and search for your firm by name. Compare the website and office location where shown. Select the matching listing and confirm the ChatGPT account that will manage it. If you have multiple offices, search for each location separately.
**If your firm is missing.** Try the name used on your website and your registered name. If Business Hub offers to create a profile after your search, enter the business details it requests. If it offers no way to proceed, ask OpenAI Support about eligibility for your firm and location.
**3. Verify your connection to the firm**
Choose a verification method from the options Business Hub shows for your firm.
| **Verification option** | **What to do** |
| --- | --- |
| **Business phone** | Choose a text message or automated call. Select Get code, then enter the code sent to the number shown. |
| **Business email** | Select Get code. Open the inbox associated with the firm and enter the code you receive. |
| **Website domain** | Add the TXT record that Business Hub provides to your domain’s DNS settings. Follow step 4. |
4\. Add the TXT record for domain verification
If you selected Website domain, follow these instructions. For phone or email claims, go to step 5.
Get the record from ChatGPT. Copy the record type (TXT), Name or Host, and Value shown in Business Hub. Keep the verification page open so you can refer to the original values.
Find your DNS provider. Open the provider that manages your domain’s DNS. This may be your domain registrar, hosting provider or a separate DNS provider. If someone else manages it, send them the three fields and ask them to add the record.
Add a new record. Choose TXT as the type. Enter the name and value provided by Business Hub in your provider’s format. Use @ only if the record belongs at the root of the domain and your provider uses @ for that field. If ChatGPT gives you a specific host name, use it as directed. Keep the default TTL unless your provider or the verification instructions specify a value.
Finish the domain check. Return to Business Hub, select Verify domain and follow the remaining prompts. If it can’t find the record yet, confirm the active DNS provider and check the host and value. Allow time for the record to become visible, then retry.
5\. Complete identity verification with Persona
Check your email for OpenAI’s decision on the claim or a request for more information. After approval, open the Business tab, select your firm and find Complete verification with Persona.
Select Verify and follow the instructions. If setup offers Verify with Persona, select it and choose Continue to Persona.
Have government-issued ID, business registration details and proof of your authority to represent the firm ready if requested.
Persona approval gives the profile its blue check and lets you submit updates and view available insights.
If you used Persona to create a new profile, OpenAI publishes it automatically upon approval. Review the public details before you submit.
6\. Review and update the public profile
Open the Business tab and select your firm. Update the official website, service category, logo and description where those fields are available. Check the public firm name, office address, phone and hours against your website. Ask support about incorrect details you can’t edit.
Write a short description that names the people you serve, the matters you handle and the jurisdiction where you practice.
Submit the updates for OpenAI’s review. Once they appear, check the public information and test the website link.
OpenAI may also use other sources about your firm, and ChatGPT makes its recommendations independently.
7\. Give your marketing person access if needed
The admin who claimed the firm can invite teammates or grant agency access in Business Hub.
Open your firm’s listing. Sign in with the ChatGPT account that claimed the firm. In Business Hub, select your firm under Business, then click Invite in the upper-right corner.
## **The part that is up to you**
ChatGPT will keep answering questions about lawyers whether or not any law takes part. What changed on November 10 is that your firm can put its own account on the record and see a first count of how often it comes up.
---
If you’d like to learn more about Google Business Profile, my CLE covers how to set up and manage your firm's profile and handle client reviews ethically. You can earn **ethics CLE credit** where the course is approved.
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---
**Foundation for Solo & Small Law Firm Growth** is the marketing system between referrals and scale.
It is for firms that have outgrown random marketing, disconnected contractors, and owner-dependent decision-making, but are not ready to spend $10K-$30K a month trying to dominate every acquisition channel.
If that is the stage your firm is in, you can learn more about Marketing [Foundation for Law Firm Growth](https://ethosleads.com/foundation-for-solo-small-law-firms)
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### Olha Bodnar
Olha Bodnar is the founder of Ethos Leads, a marketing partner for solo and small law firms in North America and Europe. She has worked in legal marketing for more than 12 years, including years with law firms in Canada and the US, and has built a business from zero in four countries. Her work focuses on the buyer psychology behind how clients choose a lawyer, and on compliance-first content that turns legal expertise into consultation requests.
[mailto:olha@ethosleads.com](mailto:olha@ethosleads.com)
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