OpenAI on December 18, 2025 announced that third-party developers can now submit applications for review to appear inside ChatGPT, and the company added an in‑app directory that users and reporters have quickly called an “app store.” The move follows October’s preview of apps for ChatGPT, when partners such as Expedia, Spotify, Zillow and Canva introduced integrations to let users perform tasks inside chat. OpenAI said its Apps SDK remains in beta but provides the tools developers need to build experiences that bring external context and actions directly into conversations. The company expects a number of approved apps to begin appearing inside Chat over the coming year, and it framed the rollout as a way to broaden ChatGPT’s utility and keep users engaged.
Key Takeaways
- OpenAI opened submissions for ChatGPT apps on December 18, 2025; developers can track approval via the OpenAI Developer platform.
- OpenAI introduced an in‑app directory (commonly described as an “app store”) that lists available integrations and tools.
- Major partners announced in October include Expedia (travel), Spotify (music), Zillow (real estate) and Canva (design).
- The Apps SDK remains in beta; it offers tools to fetch context, perform actions and surface third‑party services inside chat.
- OpenAI said approved apps will begin launching inside Chat over the next year, though the company did not disclose exact approval timelines or quotas.
- Opening submissions expands the ecosystem beyond early partner deals, allowing smaller developers to reach ChatGPT users directly.
Background
OpenAI first signaled its plans to host third‑party apps in ChatGPT in October 2025, positioning apps as a way to extend the model’s capabilities with external services. The initial wave emphasized deep partnerships with large consumer platforms—Expedia for travel bookings, Spotify for music playback, Zillow for property search and Canva for design tasks—demonstrating a range of possible use cases. Those integrations let users surface live product data, create content or take actions without leaving the chat interface, blurring lines between conversational AI and traditional apps.
Developers have long sought standardized ways to plug into dominant platforms; Apple and Google app stores set a familiar precedent for discovery, distribution and monetization. OpenAI’s choice to introduce an app directory and a submission workflow signals a similar intent: to create a curated marketplace within ChatGPT while retaining centralized review and safety controls. At the same time, the Apps SDK in beta highlights that tooling, policy and moderation processes are still evolving as broader participation ramps up.
Main Event
On December 18, 2025 at 12:22 PM PST, OpenAI opened its submission process for developers to register and send apps for review through the OpenAI Developer platform. The company paired that announcement with an in‑chat directory accessible from Chat’s tools menu, allowing users to browse available integrations and install or enable them for conversations. OpenAI described apps as adding context to conversations and enabling actions—examples cited included ordering groceries, converting an outline into a slideshow and searching for apartments.
The Apps SDK, still labeled beta by OpenAI, provides libraries and interfaces for accessing user context, calling external APIs and returning structured results into the chat stream. Developers can instrument authentication flows, define permissible actions and specify how their app surfaces data inside a conversation. Once submitted, apps enter a review pipeline where developers can monitor approval status via the developer dashboard, the company said.
OpenAI reiterated that a selection of approved apps will roll out inside Chat over the coming year, but it did not publish firm numbers for early acceptance rates or a timetable for broader availability. The new submission path opens opportunity for small and mid‑sized teams to publish alongside established partners, but it also raises questions about discoverability, ranking and potential fees that developers and observers will watch closely.
Analysis & Implications
Functionally, an app directory within ChatGPT repositions the product from a standalone conversational assistant toward a platform that orchestrates external services. That shift can increase daily active use by reducing context switching: users who would normally open multiple apps to accomplish a task may now remain inside ChatGPT to research, compare and act. For OpenAI, increased engagement can justify further investment in UI/UX, moderation tooling and partner programs.
For developers, the offering is a double‑edged sword. Access to ChatGPT’s user base is attractive, especially for smaller teams that lack distribution channels, but the centralized review and policy regime means gatekeeping and uncertainty about commercial terms. Important open questions include whether OpenAI will take a revenue share, how search and recommendation within the directory will work, and what limits will be placed on sensitive categories such as finance or healthcare.
From a competition standpoint, OpenAI’s move intensifies the race between major tech platforms to host third‑party experiences. If ChatGPT becomes a habitual entry point for tasks typically handled by app stores or web platforms, it could reshape traffic flows and partner economics across travel, media, e‑commerce and productivity. Regulators and platform rivals will likely scrutinize any preferential placement or data access arrangements as the ecosystem matures.
Comparison & Data
| Partner | Service Type | Integration Example |
|---|---|---|
| Expedia | Travel | Search and book trips |
| Spotify | Music | Play tracks and manage playlists |
| Zillow | Real estate | Search property listings |
| Canva | Design | Generate and edit visuals |
The table above summarizes named partners announced in October 2025 and representative integration types. This early partner set spans consumer verticals commonly targeted for platform integrations—travel, media, real estate and creative tools—illustrating the broad demand for conversational entry points across categories. As independent developers begin submitting apps, the composition of the directory will indicate whether OpenAI prioritizes consumer services, enterprise workflows or niche tooling.
Reactions & Quotes
OpenAI framed the launch as a natural evolution of ChatGPT’s capabilities, emphasizing utility and safety. The company positioned apps as a way to bring live, actionable context into conversations while maintaining review controls and developer onboarding tools.
“Apps bring new context to ChatGPT and allow users to take actions—like ordering groceries or turning a draft into a slide deck—without leaving the conversation,”
OpenAI (official announcement)
Industry coverage highlighted the potential for wider developer participation but noted unresolved questions around governance, monetization and discovery. Reporters and analysts saw the directory as both an opportunity and a new responsibility for OpenAI to moderate content and manage platform dynamics.
“The app directory opens distribution to more developers, but the process and economics of being listed will determine who benefits most,”
TechCrunch (reporting)
Developers who have previewed the SDK emphasized that the tooling speeds integration but that the beta label signals remaining work on edge cases and privacy flows. Some said that being able to track approval status from a developer dashboard is a practical improvement but that timelines remain unclear.
“The SDK helps connect external APIs into chat quickly, though beta limitations mean expect iteration on auth and data handling,”
Developer feedback (early testers)
Unconfirmed
- Exact approval timelines and acceptance rates for submitted apps have not been disclosed by OpenAI and remain unconfirmed.
- Whether OpenAI will impose a revenue share or listing fees for apps has not been officially announced and is currently unclear.
- Details on how app discovery and ranking will work inside the directory—such as paid promotion or algorithmic prioritization—have not been clarified.
Bottom Line
OpenAI’s opening of submissions and the introduction of an in‑app directory mark a notable shift: ChatGPT is moving toward functioning as a platform that hosts third‑party experiences. That transition can make the product more useful for end users by letting them complete tasks without switching apps, while offering developers a new distribution channel tied directly to conversational workflows.
At the same time, the long‑term impact depends on execution. Developers will watch review speed, monetization terms and discovery mechanics closely; regulators and rivals will watch data practices and any preferential treatment of partners. Over the next year, the mix of approved apps and the policies governing them will determine whether ChatGPT becomes a vibrant marketplace or a tightly curated catalog.
Sources
- TechCrunch (technology news report)
- OpenAI (official blog / announcement)