OpenAI Opens ChatGPT’s App Store to Third-Party Apps

OpenAI is officially introducing ChatGPT’s execution layer. On December 17, 2025, the company launched the ChatGPT App Directory, integrating “connectors” and “actions” into one high-performance “app ecosystem.” There’s no mistaking what’s happening here – ChatGPT is no longer just a space to chat; this is where you do your work.

What OpenAI is really doing here is shifting ChatGPT from a place you visit to a layer that sits on top of everything else you use. If it works, you won’t “go to an app” to finish a task, ChatGPT becomes the front door, and the app becomes the thing you invoke mid-conversation.

This also changes the competitive game. Developers aren’t just trying to get installed anymore—they’re trying to be the tool ChatGPT surfaces first when a user says, “help me do this.”

And that’s why the “apps” rebrand matters: by folding connectors and actions into one category, OpenAI is making ChatGPT feel less like a chatbot with add-ons and more like a platform with a single, unified ecosystem.

The Shift: From Text to Interactive UI

The most significant change isn’t just a list of applications, but also their look. Contrary to customized GPTs, which work solely with text, these new Apps rely on an interactive UI kit.

Rich Components: The apps are capable of displaying maps, payment cards, and slide previews right within the chat bubble.

Proactive Recommendations: ChatGPT will now provide recommendations of appropriate apps (such as Zillow or Expedia) right at the time you need them, regardless of whether you have installed the app yet or not.

Easy Invocation: You simply use the Tools menu or mention an app in a conversation with an @ symbol to invoke its power.

The Technical Backbone: MCP & Platform Stability

The company is embracing the Model Context Protocol (MCP), which was introduced by Anthropic as an open standard. Leaning on MCP signals an end to proprietary “connector” formats.

Enterprise-Level Reliability: To avoid the “brittle” integrations of the past, tool signatures (name/description) are locked upon publication. Any update needs a formal review to ensure your business workflows don’t break overnight.

Submission Requirements: Submissions must come from developers with a Verified Organization (Owner role), with the MCP server running on a public domain instead of “localhost,” and must adhere to a strict Content Security Policy (CSP).

Although the sale of digital subscriptions is not allowed at this time, OpenAI has greenlit Physical Goods. This means developers can now link to full transaction funnels for groceries, hardware, and retail—turning ChatGPT into a huge new distribution channel for e-commerce.

The App Store is the facade, but the story is distribution. Research, sync, and actions rolled into “apps” positions ChatGPT as the central hub of professional activity. The winners will not be the best models, but the apps that are invoked precisely when the need arises.