ChatGPT app store optimization for the Plugin Directory
ChatGPT app store optimization starts with knowing where your plugin ranks in the Plugin Directory, in categories, and in the in-chat plugin picker. gaintage tracks your position on each surface, shows how often the picker suggests you, and lists what to fix in your listing.
Your rank depends on three things: your listing (a name of up to 30 characters, a 30-character subtitle, a description and up to three starter prompts), your tool names and descriptions, and real use. ChatGPT now offers plugins in the chat before users go looking, so directory rank is only half the picture.
OpenAI renamed the App Directory to the Plugin Directory in July 2026. On this page, "ChatGPT apps" and "ChatGPT plugins" mean the same listing.
ChatGPT shows plugins to users in three places
Directory search
Users search the Plugin Directory at chatgpt.com/plugins. Your name, subtitle and description decide which searches show you. Track your directory rank for every keyword, daily.
Categories and featured rows
Users browse by category, and OpenAI picks plugins for featured rows. Category search rewards a clear category choice.
The plugin picker in chat
ChatGPT runs a plugin search during the chat, suggests a short list, and the user can install from there. See which prompts suggest you in the plugin picker.
Five signals decide your Plugin Directory rank OpenAI documents these in the Apps SDK.
| Signal | What it means | Source |
|---|---|---|
| Conversation context | What the user asked and said earlier in the chat | OpenAI Apps SDK docs |
| Brand mentions and citations | Whether your brand shows up in the sources ChatGPT reads | OpenAI Apps SDK docs |
| Tool metadata | Your tool names, descriptions and parameter docs | OpenAI Apps SDK docs |
| Linked state | Whether the user already connected your plugin | OpenAI Apps SDK docs |
| Real use and satisfaction | OpenAI says "strong real-world utility and high user satisfaction" may earn directory placement or suggestions | OpenAI Apps SDK docs |
Your plugin listing must fit these field limits Listings that break a rule do not get into the directory.
| Field | Limit | Rule |
|---|---|---|
| App name | 30 characters | No generic single words. No "MCP" or "Plugin" at the end. Must not suggest OpenAI made or backs it |
| Subtitle | 30 characters | Shown next to the name |
| Description | 4,000 characters | Tasks, users and limits. No comparisons with other products. No pricing, trials or promos |
| Starter prompts | Up to 3, 128 characters each | Shown in place of screenshots |
| Capabilities | Up to 20 labels, 120 characters each | Optional |
| Screenshots | Not shown | OpenAI asks for example prompts instead |
| Category | One | Picked from the dashboard list |
| URLs | Four, all HTTPS | Website, support, privacy policy, terms |
Rules checked 3 October 2026. Free: grade your plugin listing against these limits.
Optimize your ChatGPT plugin listing in five steps These steps work for a new plugin or one that is already live.
- 01
List your chat keywords.
Write down the tasks your buyers type into ChatGPT, such as "book a meeting with my team".
- 02
Write the name, subtitle and starter prompts for those tasks.
Use the user's words, not your internal product terms.
- 03
Write tool descriptions that start "Use this when...".
Also say when not to use the tool, and name tools by domain and action, like
calendar.create_event. - 04
Submit and pass review.
Verify your organization on the OpenAI platform, then submit. New to review? Learn how to submit an app to ChatGPT step by step.
- 05
Track rank and picker suggestions weekly.
Change one field at a time, so you know which change moved your rank.
gaintage tracks six metrics for every ChatGPT plugin Each metric updates daily so you can measure the effect of every listing change.
Directory keyword rank
Your position for each search term in the Plugin Directory, every day.
Category rank
Where you sit in your category, week by week, in app category rankings.
Chat keywords
How often the plugin picker offers you for each prompt, and how many installs follow.
Share of voice
Your share of suggestions against each competitor plugin, from app competitor analysis.
Listing fixes
Fix name, description and example prompts when you optimize your plugin listing.
MCP server and API
Ask for your plugin's ranks and competitors from Claude or Cursor with the ASO MCP server, or pull them into your own reports through the app ranking API.
OpenAI renamed apps three times since 2024 The first plugins shut down in April 2024, and the current Plugin Directory opened in July 2026.
| Date | What happened |
|---|---|
| April 2024 | The first ChatGPT plugins (from 2023) shut down. No new chats with them after 19 March 2024 |
| 2024 | GPTs and the GPT Store take their place |
| December 2025 | The App Directory opens, built on the Apps SDK and the Model Context Protocol |
| July 2026 | The App Directory is renamed the Plugin Directory. One directory serves ChatGPT and Codex |
| 29 September 2026 | ChatGPT starts to suggest plugins in chats on its own |
gaintage is for teams with a live ChatGPT plugin
gaintage is for SaaS teams and developers with a ChatGPT plugin that is live or in review. If installs inside ChatGPT matter to you, you need to know your rank and how often the picker offers you. Comparing trackers? See gaintage vs AgentDiscoverability side by side. Listing in Claude too? Read Claude connector optimization. Browse all use cases to find your platform.
gaintage is not for brands without a plugin that want ChatGPT answers to mention them. For that job, see AI visibility for apps and the tools listed there.
Frequently asked questions
Does ChatGPT have plugins?
Yes. Since July 2026, apps inside ChatGPT are called plugins and live in the Plugin Directory at chatgpt.com/plugins.
What replaced ChatGPT plugins?
The first plugins shut down in April 2024 and GPTs took their place. In December 2025 OpenAI opened the App Directory, and in July 2026 it renamed it the Plugin Directory.
How do I add my app to ChatGPT?
Build an MCP server with the Apps SDK, verify your organization, then submit your listing for review. Our guide shows how to submit an app to ChatGPT.
How does ChatGPT decide which plugin to suggest?
OpenAI names four inputs: the chat itself, brand mentions and citations, your tool details, and whether the user already linked your plugin.
Is ChatGPT app SEO the same as getting mentioned in ChatGPT answers?
No. Answers are one surface and the Plugin Directory and picker are another. A plugin can rank well in the directory and still be missing from answers, so track both.