ChatGPT Apps: Development, Integration, Monetization, Ver
OpenAI has introduced Apps directly in ChatGPT. These interactive mini-applications can be controlled in the chat by voice and clicks. They integrate interfaces such as maps or forms and can be contextually suggested by the chat. Technically, this is based on OpenAI's new Apps SDK, which unites logic, UI components, and tool calls, and uses the open Model Context Protocol Standard (MCP).
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Introduction
OpenAI announced on October 6, 2025 Apps in ChatGPT officially introduced. . The Apps SDK has since been available as a developer preview. Early partners such as Booking.com, Canva, Coursera, Expedia, Figma, Spotify and Zillow are already integrated. Submissions to an app directory as well as monetization are expected later this year to follow. According to OpenAI, apps potentially reach over 800 million ChatGPT users. The feature was initially rolled out outside the EEA, Switzerland, and the United Kingdom; an EU rollout has been announced.
Apps in ChatGPT are interactive mini-applications that can be controlled directly in the chat by voice and clicks. They respond to natural language, incorporate surfaces such as maps, playlists, or forms, and can be contextually triggered by the chat—for example when you’re looking for a house and ChatGPT suggests the Zillow app. Technically, this builds on the new OpenAI Apps SDK that unites logic, UI components, and tool calls. Under the hood, the SDK uses the open Model Context Protocol Standard (MCP), that standardizes AI apps and connects with external systems.
Strategic Importance
Strategically, OpenAI wants to make ChatGPT runtime for applications—a 'chat-based operating system' that bundles services, commerce and productivity. For developers, a new distribution layer emerges with less friction than classic app stores: no separate installation, contextual recommendations in the conversation, direct action in the same window. For businesses, this is relevant because their own backends can be integrated, logins can be integrated and later premium features can be unlocked; OpenAI calls this in the Developer Documentation explizit.
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The development and deployment of ChatGPT-based applications is a central topic for businesses and developers.
Technologically, OpenAI relies on MCP as an open standard; broad adoption – including by Anthropic and Microsoft – speaks to interoperability beyond a single vendor. In parallel, a few days earlier OpenAI announced Instant Checkout and the Agentic Commerce Protocol: purchases directly in the chat, initially in the USA with Stripe as a partner and planned expansion.
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The DevDay keynote provides the direct signal to goals, demos, and the roadmap.
Facts & Uncertainties
It is confirmed that OpenAI has launched Apps in ChatGPT, the Apps SDK is available in preview, and first partner apps are live. An App Directory and monetization are planned for later this year. Also confirmed are commerce features via Instant Checkout and the Agentic Commerce Protocol, initially in the USA with selected partners. Press reports confirm the functionality, partners, and the positioning as a platform.
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The variety of available GPTs underscores the potential for tailored enterprise solutions and integrations.
It is unclear the exact monetization mechanism and revenue share for app providers; OpenAI refers to details later this year. The claim apps are available everywhere is misleading, as at launch the EU, Switzerland and the UK are explicitly excluded, though an EU rollout is announced.
Tech media classify the move as a serious platform strategy, partly with the comparison to an operating system or app stores. TechCrunch emphasizes that OpenAI also addresses commerce directly in the chat and wants to leave behind the late adopter issues of earlier Custom GPTs. In developer circles there is a demand for clear monetization rules, analytics, and governance — an echo from the GPT Store phase, where monetization remained unclear for a long time.
Impact & Recommendations
Whoever wants to develop and publish apps in ChatGPT benefits from three direct levers: first, distribution — apps can be suggested in the chat when they fit contextually. Second, integration — thanks to MCP, existing systems can be connected, which eases enterprise scenarios. Third, commerce — with Instant Checkout, a payment and sales path is emerging that works without switching apps; the merchant initially bears the fees, while users should not pay any surcharges.
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The market for AI-based chat applications is growing rapidly and offers new monetization opportunities.
For economic assessment, comparing to mobile stores helps: standard fees there are typically 15–30% depending on program and revenue threshold. How the model will look in ChatGPT specifically remains to be seen.
Practical steps: Read the Security and Privacy Guidelines (Least Privilege, Consent, Logging, OAuth with PKCE), before connecting production data. Start with Developer Mode and a minimal MCP server, test UI components in the chat, and transparently document which data is processed.
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Summary & Outlook
Apps in ChatGPT push the boundary between conversation and application: development happens once, delivered in the dialogue — with less friction, strong contextual relevance, and (potentially) direct checkout. Those who start now gain experience with MCP, UI in the chat, and enterprise integration — and will be ready as soon as Directory and monetization go live.
Open questions remain regarding revenue sharing and payout cycles for app providers; OpenAI points to detailed monetization information later this year. Governance and curation in the app directory, for example regarding copyright, security and quality, also need to be clarified — lessons from the GPT Store suggest a need for action. When availability in EU/CH/UK will follow under what regulatory conditions remains open; OpenAI says soon, but without a date.