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See also: Custom GPTs, ChatGPT, and OpenAI
The GPT Store is OpenAI's marketplace for discovering, sharing, and distributing custom versions of ChatGPT known as Custom GPTs. Announced on November 6, 2023, at OpenAI's inaugural DevDay conference in San Francisco, and officially launched on January 10, 2024, the GPT Store allows anyone with a ChatGPT Plus, Team, or Enterprise subscription to browse, use, and publish specialized AI assistants built on top of OpenAI's GPT-4 and later models. By the time the store opened, users had already created over 3 million custom GPTs, though only about 159,000 of those were made publicly available in the store.
OpenAI CEO Sam Altman introduced the concept of Custom GPTs during the keynote at OpenAI's first-ever DevDay developer conference, held on November 6, 2023, in San Francisco. Alongside the announcement of GPT-4 Turbo and a new Assistants API, Altman demonstrated how users could create tailored versions of ChatGPT for specific purposes without writing any code. The demonstration showed the GPT Builder interface (originally codenamed "Magic Maker" during internal development) in action, walking attendees through the process of building a custom GPT in real time through natural language conversation.
At the time of the DevDay announcement, OpenAI stated that a GPT Store would launch "later this month." However, the store's release was delayed due to internal leadership turmoil at OpenAI in November 2023, when the board briefly removed Sam Altman as CEO before reinstating him days later. The GPT Store launch was pushed back to January 2024.
The GPT Store officially went live on January 10, 2024. At launch, OpenAI reported that users had already created over 3 million custom GPTs in the roughly two months since the feature was announced. The store was initially available to ChatGPT Plus ($20/month), Team ($25/user/month), and Enterprise subscribers.
Alongside the GPT Store, OpenAI also introduced the ChatGPT Team plan, a new subscription tier priced at $25 per user per month (billed annually) or $30 per user per month (billed monthly), designed for small and medium-sized teams that wanted collaborative workspace features and higher usage limits.
The store featured curated selections from OpenAI's editorial team, community leaderboards highlighting trending GPTs, and category-based browsing to help users find relevant custom assistants.
On May 13, 2024, OpenAI announced the launch of GPT-4o and expanded access to a range of tools for free-tier ChatGPT users. As part of this rollout, free users gained the ability to browse and use GPTs from the GPT Store, though they could not create or edit GPTs without a paid subscription. Free users also faced stricter rate limits on advanced model usage.
Custom GPTs are specialized versions of ChatGPT that combine a custom system prompt, optional uploaded knowledge files, and configurable capabilities (such as web browsing, DALL-E image generation, and Code Interpreter) into a single, shareable package. They run on OpenAI's GPT models and are accessed through the ChatGPT interface.
When a user interacts with a Custom GPT, the system assembles the conversation context by combining the creator's instructions, any relevant passages retrieved from uploaded knowledge files, and the user's messages. The model then generates responses guided by all of these inputs.
The GPT Builder is OpenAI's no-code creation tool for building Custom GPTs. Rather than requiring users to write code or configure technical settings manually, the GPT Builder operates as a conversational interface. Users describe what they want their GPT to do in plain language, and the builder helps them refine the instructions, suggest a name and profile picture, and configure capabilities.
The creation process involves the following steps:
For users who prefer more direct control, the GPT Builder also provides a Configure tab where all settings (instructions, knowledge files, capabilities, and actions) can be edited manually.
Under the hood, Custom GPTs use a model variant sometimes referred to internally as gpt-4-gizmo, running within a 32,000-token (and later 128,000-token) context window shared across the conversation. The technical components include:
| Component | Description | Limits |
|---|---|---|
| System Instructions | Custom prompt defining the GPT's behavior, personality, rules, and expertise | Up to 8,000 characters |
| Knowledge Files | Uploaded documents that the GPT can reference during conversations | Up to 20 files, each up to 512 MB |
| DALL-E Image Generation | Enables the GPT to create images from text descriptions | Available as a toggle |
| Code Interpreter | Allows the GPT to write and execute Python code, analyze data, and create visualizations | Available as a toggle |
| Web Browsing | Enables the GPT to search the internet for current information | Available as a toggle |
| Actions (API calls) | Connects the GPT to external REST APIs using OpenAPI specifications | Custom endpoints |
When a creator uploads files to a Custom GPT, OpenAI's system indexes the content and uses retrieval-augmented generation (RAG) to find relevant passages at query time. The GPT does not memorize the entire contents of uploaded files. Instead, when a user asks a question, the system performs a semantic search over the indexed documents, retrieves the most relevant chunks, and injects them into the model's context window alongside the conversation history and system instructions.
Supported file types for knowledge uploads include PDFs, Word documents, text files, spreadsheets, presentations, and code files. This approach mirrors traditional RAG pipelines used in enterprise AI applications, where a vector store and retriever fetch semantically matching content to ground the model's responses in specific source material.
GPT Actions allow Custom GPTs to interact with external services and APIs using natural language. They build on OpenAI's function calling capability to translate a user's conversational request into a structured API call.
The process works as follows:
Actions support multiple authentication mechanisms, including API keys, OAuth 2.0, and no-auth endpoints. Common use cases include querying databases, filing support tickets, retrieving real-time data from external services, and triggering workflows in tools like Zapier, Slack, or Jira.
OpenAI provides a GPT Actions library with pre-built templates for popular integrations, making it easier for creators to connect their GPTs to third-party services without deep API expertise.
The GPT Store organizes Custom GPTs into several main categories to help users discover relevant tools:
| Category | Description | Example GPTs |
|---|---|---|
| Top Picks | Curated selections highlighted by OpenAI's editorial team | Varies weekly |
| DALL-E | GPTs focused on image generation and visual creativity | Image Generator, Logo Creator |
| Writing | GPTs for content creation, editing, copywriting, and creative writing | Write For Me, SEO Fox |
| Productivity | GPTs for task management, automation, and workflow optimization | 22,500+ Best Custom GPTs, GPT Public Directory |
| Research & Analysis | GPTs for academic research, data analysis, and information synthesis | Consensus, Scholar GPT, Wolfram |
| Programming | GPTs for coding assistance, debugging, and software development | Code Copilot, Python, WebGPT |
| Education | GPTs for learning, tutoring, and educational content | Khan Academy GPT, Math Solver |
| Lifestyle | GPTs for health, fitness, cooking, travel, and personal interests | Astrology Birth Chart GPT, Travel Planner |
Discovery within the store relies on a combination of editorial curation, community rankings based on conversation volume, and a search function. OpenAI features trending GPTs on the store's homepage and maintains leaderboards that surface the most popular GPTs in each category.
Some of the most widely used GPTs in the store include:
When the GPT Store launched in January 2024, OpenAI announced plans for a GPT Builder Revenue Program to compensate creators based on user engagement with their GPTs. The company stated it would launch the program in Q1 2024, starting with US-based builders.
To qualify for the revenue sharing program, GPT creators must meet the following criteria:
| Requirement | Details |
|---|---|
| Location | US-based verified account with valid payment information |
| GPT Status | Public GPT listed in the GPT Store |
| Engagement Threshold | Minimum of 25 conversations per week, sustained over time |
| Policy Compliance | Full adherence to OpenAI's usage policies and content guidelines |
The revenue sharing program did not launch broadly as initially promised. Instead of a full public rollout in Q1 2024, OpenAI implemented a limited, invite-only pilot program for select builders. Developer Nick Dobos, creator of the popular Grimoire GPT, was reportedly invited in March 2024 and received a guaranteed minimum payout of $1,000 per month, plus additional earnings based on usage.
Based on community reports, the earnings landscape for most creators has been modest:
| Tier | Estimated Quarterly Earnings | User Volume |
|---|---|---|
| Top 1% of creators | $500 to $5,000 | Tens of thousands of active users |
| Mid-tier creators | $50 to $500 | Consistent, sustained traffic |
| Median qualifying creators | Under $100 | Meeting minimum thresholds |
| Most creators | $0 | Below the 25-conversation weekly minimum |
The program's limited scope and lack of transparency have drawn criticism from the creator community. Many builders have expressed frustration on OpenAI's developer forums about the delayed rollout and unclear payment criteria. As of early 2026, OpenAI has not expanded the program into a fully public, broadly accessible revenue sharing system.
ChatGPT Plugins were introduced by OpenAI in March 2023 as an early mechanism for extending ChatGPT's capabilities through third-party integrations. Plugins allowed ChatGPT to access external tools, services, and data sources during conversations. Over 1,000 plugins were made available, including integrations with services like Expedia, Instacart, Kayak, and Wolfram Alpha.
OpenAI deprecated ChatGPT Plugins in early 2024, replacing them with Custom GPTs and GPT Actions. The deprecation followed this timeline:
| Date | Event |
|---|---|
| March 2023 | ChatGPT Plugins launched |
| November 6, 2023 | Custom GPTs announced at DevDay as the successor |
| March 19, 2024 | Users could no longer start new plugin conversations |
| April 9, 2024 | All existing plugin-based chats were shut down |
Several factors drove OpenAI's decision to replace plugins with Custom GPTs:
| Feature | ChatGPT Plugins | Custom GPTs |
|---|---|---|
| Creation | Required developer API integration | No-code builder available |
| Customization | Limited to API endpoints | Full instructions, knowledge files, and multiple capabilities |
| Discovery | Plugin store with limited categories | GPT Store with curation, rankings, and categories |
| User Experience | Users managed individual plugin toggles | Single-package GPT with all features bundled |
| Sharing | Not easily shareable | Shareable via link or public listing |
| Monetization | No revenue sharing | Revenue sharing program (limited pilot) |
OpenAI offers enhanced GPT management and governance features for organizations using ChatGPT Enterprise and ChatGPT Edu (for educational institutions). These features give workspace administrators granular control over how GPTs are created, shared, and used within their organizations.
| Feature | Description |
|---|---|
| Creation Controls | Admins can restrict who can create or edit GPTs within the workspace |
| Sharing Permissions | Configurable sharing levels (private, team, organization-wide) |
| Third-Party GPT Access | Admins can limit whether users can access external GPTs or restrict to approved GPTs only |
| Domain Restrictions | Workspace owners can restrict GPT Actions to specific allowed API domains |
| Compliance Logging | Conversations with GPTs are accessible through OpenAI's Compliance Platform |
| Analytics Dashboard | GPT adoption metrics, usage tracking, and engagement analytics for administrators |
| Collaboration | Multiple team members can be granted view, use, or edit permissions on shared GPTs |
The ChatGPT Team plan, launched alongside the GPT Store in January 2024, was designed specifically for smaller teams that needed collaborative GPT features without the full Enterprise contract. Priced at $25 per user per month (billed annually), it included:
In mid-2025, OpenAI rebranded the Team plan as ChatGPT Business, retaining the same core features and pricing structure.
Anthropic's Claude offers a feature called Claude Projects that serves a similar purpose to Custom GPTs: allowing users to create customized AI experiences with specific instructions and knowledge. However, the two approaches differ in several important ways.
| Feature | OpenAI Custom GPTs | Anthropic Claude Projects |
|---|---|---|
| Context Window | 32K to 128K tokens | Up to 200K tokens (~150,000 words) |
| Instruction Limit | 8,000 characters | No apparent hard limit |
| Knowledge Files | Up to 20 files, 512 MB each | Document integration with folder organization |
| Marketplace/Sharing | GPT Store (public marketplace, shareable links) | Organization-internal only (no public marketplace) |
| External Sharing | GPTs easily shared via links with anyone | Limited to team/organization members |
| API Integrations | GPT Actions (OpenAPI-based API calls) | Not directly available in Projects |
| No-Code Builder | Yes (conversational GPT Builder) | Custom instructions only |
| Team Collaboration | Available in Team/Enterprise plans | Available in Team plan ($30/user/month, min 5 seats) |
| Best For | Quick specialized tools, broad distribution, external sharing | Document-heavy analysis, large-context projects, internal team use |
Claude Projects excel in handling large documents and long-context tasks thanks to Anthropic's larger context windows, while Custom GPTs are better suited for creating distributable, public-facing AI tools with API integrations and a built-in marketplace for discovery.
| Metric | Value | Date / Source |
|---|---|---|
| Total Custom GPTs Created | Over 3 million | January 2024 (OpenAI) |
| Public GPTs in Store | Approximately 159,000 | 2024 (SEO.ai analysis) |
| Store Categories | 8 main categories | January 2024 |
| ChatGPT Daily Visits (peak) | Over 17.8 million | May 2024 |
| Top User Geography | USA (15.2%), India (6.3%), Japan (4.0%), Canada (2.7%) | 2024 |
| GPT Store Launch Date | January 10, 2024 | OpenAI |
| Custom GPTs Announcement | November 6, 2023 | OpenAI DevDay |
| Free User Access | May 13, 2024 | OpenAI |
On October 6, 2025, OpenAI introduced a new concept called Apps in ChatGPT along with an accompanying Apps SDK (software development kit) in developer preview. While Custom GPTs are prompt-based tools that package behavior and instructions, Apps represent a deeper level of integration. Apps can include backend logic, external API calls, and interactive widgets, going beyond what GPTs can do through Actions alone.
The key distinction between GPTs and Apps:
| Aspect | Custom GPTs | ChatGPT Apps |
|---|---|---|
| Built With | No-code GPT Builder | Apps SDK (requires coding) |
| Capabilities | Instructions, knowledge files, basic API actions | Backend logic, interactive widgets, deep API integrations |
| Packaging | Behavior and instructions | Capabilities and integrations |
| Review Process | Basic policy compliance | Full app review by OpenAI |
| Target Audience | Non-technical creators | Software developers |
On December 18, 2025, OpenAI launched a dedicated App Directory inside ChatGPT, available to Plus, Team (Business), and Enterprise users. The directory allows users to browse approved apps and add them directly to their workspace. Developers can submit apps for review through a new developer portal, with approved apps appearing in the in-product directory for discovery.
Initial launch partners included integrations from Apple Music (music curation), DoorDash (food ordering), Zillow (real estate search), and Khan Academy (interactive learning), demonstrating the range of experiences possible within the directory.
Apps that pass OpenAI's review process began rolling out to users in early 2026, signaling a shift in how OpenAI envisions the ecosystem around ChatGPT. The GPT Store continues to operate alongside the App Directory, with GPTs serving as lightweight, no-code customizations and Apps offering more robust, developer-built integrations.
The GPT Store and the broader Custom GPTs ecosystem represent OpenAI's effort to build a platform layer on top of ChatGPT, similar to how Apple's App Store transformed the iPhone from a single product into a platform. However, the execution has faced challenges, including the delayed and limited revenue sharing program, quality control issues with the volume of GPTs submitted, and competition from alternative approaches like Anthropic's Claude Projects and Google's Gemini Gems.
As OpenAI continues to develop the App Directory and Apps SDK alongside the existing GPT Store, the line between Custom GPTs and full-featured apps will likely continue to blur, with both serving different segments of the creator and developer community.
The table below lists notable Custom GPTs, ordered by their popularity (number of chats). The most popular GPTs are listed first.
| Custom GPT | Image | Category | Description | Knowledge | Actions | Link |
|---|---|---|---|---|---|---|
| WebGPT🤖 |  | Programming | ChatGPT with unbiased access to the Web, can build products using No-Code playgrounds, and use API's. Powered by Web Requests. | Yes | Https://chat.openai.com//g/g-9MFRcOPwQ-webgpt | |
| 画图版 (GPT) |  | DALL-E | A GPT version dedicated to AI drawing and image generation | Https://chat.openai.com/g/g-xohKVXSls-hua-tu-ban | ||
| Humanize AI text (GPT) |  | Writing | Humanize AI text is a free tool for humanizing AI content. Convert AI text to human-like to bypass AI content detectors. | Yes | Https://chat.openai.com/g/g-rZ2w3hTcJ-humanize-ai-text | |
| Wolfram (GPT) |  | Research & Analysis | Access computation, math, curated knowledge and real-time data from Wolfram Alpha and Wolfram Language | Yes | Yes | Https://chat.openai.com//g/g-0S5FXLyFN-wolfram |
| Code Copilot (GPT) |  | Programming | Code Smarter, Build Faster, With the Expertise of a 10x Programmer by Your Side. | Yes | Yes | Https://chat.openai.com//g/g-2DQzU5UZl-code-copilot |
| 22.500 Best Custom GPTs |  | Productivity | Search all public GPTs in one place. Find the best Custom ChatGPTs tailored to your needs. Every day, hundreds of new popular GPTs join our ranks. | Yes | Https://chat.openai.com//g/g-RuhDS8mbd-22-500-best-custom-gpts | |
| SEO Fox (GPT) |  | Writing | Expert in creating SEO-optimized, engaging, and original full-length articles. Please start with a keyword. | Https://chat.openai.com//g/g-67BQ2meqw-seo-fox | ||
| GPT Public Directory |  | Productivity | A directory assistant for finding and registering GPTs. With 11,000+ GPTs Available! | Https://chat.openai.com//g/g-tQBmTaWqj-gpt-public-directory |