OpenAI Revives App Ecosystem with New ChatGPT Directory and Beta SDK
OpenAI launched a new app directory within ChatGPT yesterday, attempting to finally build a viable developer ecosystem around its AI platform. The December 17 announcement introduces a dedicated space for discovering and launching third-party apps directly within the chat interface—a clear attempt to fix the discoverability and integration black holes that swallowed previous efforts.
Ideally, the new directory acts as "version two" of the original GPT Store concept, which debuted in 2024 but struggled to retain user engagement. OpenAI is betting that a claimed user base of over 900 million monthly active users will transform ChatGPT from a simple chatbot into a central operating system for AI workflows.
Developers Gain Direct Access to 900 Million Users
Submissions for the directory opened immediately. Developers can now send applications for review, with the first wave of approved apps scheduled to go live "in the new year"—likely early 2026. That timeline gives builders a critical window to polish their integrations before the consumer-facing rollout begins.
OpenAI claims it received "thousands" of submissions within the first 24 hours, suggesting high demand among builders desperate to tap into ChatGPT’s massive audience. Unlike the previous store, which flooded with low-quality "wrappers," the new process imposes stricter quality controls. To curb spam and ensure utility, developers must now submit detailed testing scenarios and screenshots.
CEO Sam Altman framed the launch as a push for utility: "This is about empowering developers to build directly on our platform, making AI more accessible and integrated."
The "Chat-Native" SDK: A Shift in How We Build
Alongside the directory, a new beta Apps SDK arrived—a toolkit tailored for building "chat-native" interfaces. Rather than facilitating simple text exchanges, the SDK forces applications to fit into a conversational flow.
The toolkit requires specific components designed to standardize the user experience. It mandates standard metadata for directory listings, visual proof of functionality via screenshots, and obligatory testing scenarios developers must verify. The SDK also references Model Capability Profile (MCP) specifications—a standard for defining how models interact with external data—alongside release notes for version tracking.
By enforcing structure, OpenAI hopes to solve the consistency issues that plagued earlier plugin attempts. Standardizing how apps look and behave is crucial for winning over end-users who remain wary of third-party tools breaking their chat experience.
Major Players Already on Board
The ecosystem isn't starting from zero. OpenAI confirmed integrations from several high-profile partners, a lineup that shows the company is aggressively targeting the enterprise market. Salesforce, for instance, is enabling CRM workflows directly inside ChatGPT, while Adobe is porting creative tools to the interface. Other launch partners include Apple Music, Airtable, Clay, and Lovable.
These partnerships hint at a strategic focus on the US enterprise sector, aligning with reports that 60% of early submissions are originating from American developers.
Addressing Past Criticisms and Future Monetization
The rollout looks like a direct response to the GPT Store's 2024 shortcomings. Critics previously hammered the platform for poor discoverability and nonexistent monetization paths. While the new announcement leans heavily on the technical framework—the SDK and directory structure—revenue remains the elephant in the room.
The competitive landscape creates its own pressure. With Google's Gemini and Anthropic's Claude building their own walled gardens, OpenAI’s move to solidify developer relationships is a defensive play. By courting builders now with better tools and a cleaner marketplace, the company aims to lock in the "killer apps" of the AI generation before rivals can claim them.