OpenAI introduced an app directory inside of ChatGPT, enabling users to connect to platforms like Booking.com, Spotify, Dropbox, and Adobe directly within the ChatGPT interface. The app section is currently divided into three categories — Feature, Lifestyle and Productivity — and apps can be used in ChatGPT by simply mentioning them.
The company wrote:
“Apps extend ChatGPT conversations by bringing in new context and letting users take actions like order groceries, turn an outline into a slide deck, or search for an apartment.”
Earlier this year at its DevDay, OpenAI introduced apps in ChatGPT, but up until now the program was in beta with select companies like Zillow. Now the program is open to all developers to submit apps for review and publication.
Here’s how it works:
- Developers use OpenAI’s Apps SDK to build chat-native experiences that bring context and action directly into ChatGPT.
- Once ready, they can submit their apps for review and track approval status in the OpenAI Developer Platform.
- The first set of approved apps will begin rolling out in the new year.
- Apps that meet OpenAI’s quality and safety standards are eligible to be published in their new app directory and potentially recommended by ChatGPT during conversations.
- Currently developers can only monetize apps by linking out from the ChatGPT app to the native app or website, but the company says it is exploring internal monetization options as well.
The new app store can be accessed by visiting chatgpt.com/apps or by clicking the Apps button in the left sidebar on mobile apps.
This app store is OpenAI’s best play of 2025.
We’ve seen the success that app stores have brought to companies like Google, Apple, and Shopify, and being a first mover with an app marketplace in the AI space could prove to be a very lucrative move for the company.
Will it be enough though?
I’m convinced that OpenAI’s business strategy is to be too big to fail — creating an environment where its codependency with private equity, chip makers, the government, and institutional & developer partners make it first in line for a bailout once its unsustainable spending inevitably catches up with it.
Either way, great move with the app store!
