On December 17, 2025, OpenAI announced that developers can now submit third-party apps for review and publication directly within ChatGPT, complete with a new in-app directory for discovery.
This move, building on the Apps feature introduced at DevDay in October 2025, allows users to trigger apps via @mentions (e.g., "@Spotify, create a playlist") or from the tools menu, extending conversations with real-world actions like booking travel or editing designs.
The beta Apps SDK enables "chat-native" experiences with interactive UI elements - buttons, maps, sliders, and more - far beyond text-based interactions. Submissions undergo rigorous automated and manual reviews for safety, privacy, and quality, with the first approved apps expected to roll out gradually in early 2026.
Users can browse the directory at chatgpt.com/apps or inside ChatGPT, where apps may be contextually suggested based on conversation topics.
Echoes of the GPT Store: Lessons Learned?
This isn't OpenAI's first rodeo with an ecosystem marketplace. The GPT Store, launched in January 2024, allowed users to create and share custom GPTs - personalized versions of ChatGPT - with over 3 million created initially. It promised revenue sharing for builders based on usage, starting with a pilot in the U.S.
However, updates on monetization have been sparse, and reports suggest limited substantive earnings for most creators, contributing to muted mass adoption beyond enthusiasts.
The new Apps initiative differs significantly: While custom GPTs focused on prompt-based tweaks and optional actions (mostly text-driven), these apps emphasize embedded, interactive interfaces powered by the Model Context Protocol (MCP) for seamless external connections.
Early pilots include heavyweights like Booking.com, Canva, Coursera, Figma, Expedia, Spotify, and Zillow, with recent additions like Apple Music and DoorDash. Connectors (e.g., Google Drive) have been rebranded as "apps" too, unifying the experience.
OpenAI is cautious on monetization this time - likely burned by overpromising with the GPT Store. Currently, apps can only link out to external sites for transactions (physical goods only), with digital goods options "explored" for future rollout. No revenue-sharing details yet, emphasizing quality and user resonance for prominence instead.
Why Now? Scaling ChatGPT into an "Everything Platform"
ChatGPT boasts over 800 million weekly active users as of late 2025, making it a prime distribution channel.
By opening submissions, OpenAI aims to transform the chatbot from a conversational tool into a hub for workflows - ordering food, managing music libraries, or generating presentations without leaving the interface.
Privacy remains paramount: Apps must disclose data usage upfront, with users controlling connections.
This positions ChatGPT as a potential "AI operating system," competing with app stores while leveraging its massive reach. Early reactions are optimistic, with developer webinars planned for January 2026 to guide submissions.
Whether this ecosystem takes flight remains to be seen - success hinges on developer adoption, user engagement, and thoughtful monetization.
If it mirrors the GPT Store's trajectory, it could fizzle; but with richer interactivity and curated quality, it might finally unlock ChatGPT's platform potential. For now, developers: Start building. The directory awaits.
Also read:
- Beyond Static Pixels: How Spatial AI’s "Echo" is Turning Prompts into Interactive 3D Realities
- Coursera and Udemy Merge: A $2.5 Billion Bet on AI-Powered Lifelong Learning
- YouTube's Bold Leap: Streaming the Oscars and Reviving Hollywood's Biggest Night
Author: Slava Vasipenok
Founder and CEO of QUASA (quasa.io) - Daily insights on Web3, AI, Crypto, and Freelance. Stay updated on finance, technology trends, and creator tools - with sources and real value.
Innovative entrepreneur with over 20 years of experience in IT, fintech, and blockchain. Specializes in decentralized solutions for freelancing, helping to overcome the barriers of traditional finance, especially in developing regions.
