How to Fix Wrong Information About Your Business in ChatGPT

A customer walks in on a Saturday and finds the door locked. ChatGPT told them you were open. Another calls a number you stopped using two years ago. A third asks ChatGPT whether you offer a service you added last spring and is told you don't.

There is no "edit" button for this. ChatGPT doesn't keep a business record you can claim, the way Google Business Profile does. What you can change is where the wrong fact comes from. This guide explains the three usual sources of a wrong answer, how to tell which one you're dealing with, and the fixes for each, in the order we'd do them.

Why ChatGPT gets facts about your business wrong

Almost every wrong answer comes from one of three places.

1. It answered from memory. If ChatGPT doesn't search the web, it answers from what it learned in training. OpenAI's own help article on accuracy says the model has a knowledge cutoff and that, without search, answers come from its training data (OpenAI). So if you moved, rebranded or changed your hours after that snapshot, the model may still "remember" the old version. We cover this layer in more depth in what is parametric knowledge optimization.

2. It searched and found bad sources. When ChatGPT does search, it rewrites the question into search queries, reads results and cites them. OpenAI says ChatGPT search "sometimes partners with other search providers" (its help page links to Microsoft's privacy statement) and uses "trusted third-party providers" for nearby business listings (OpenAI). The same page is blunt: "Search results and citations can be incomplete, outdated, or incorrect." If an old directory listing still shows your previous address, ChatGPT can repeat it.

3. Its overall impression of you is off. Some errors aren't single facts. ChatGPT may file you in the wrong category, mix you up with a business that has a similar name, or describe you as "expensive" or "slow" because that's what older reviews and forum threads say. This is the model's opinion of your brand, built from everything written about you. It moves more slowly than a phone number, but it does move when the sources change.

Step 1: Audit what ChatGPT says about you

Before fixing anything, write down exactly what's wrong. Use two kinds of questions.

Branded questions test your facts:

• "What are the opening hours of [business] in [city]?"
• "Where is [business] located?"
• "Does [business] offer [service]?"
• "Who owns [business]?" or "Who is the lead [role] at [business]?"
• "Is [business] still open?"
• "What do customers say about [business]?"

Unbranded questions test whether you show up correctly when someone doesn't know your name: "best [category] in [neighbourhood]", "[category] near [landmark] open Sunday", "[category] for [specific need] in [city]". A wrong fact here costs you a customer who never knew you existed.

For each answer, record three things: what it said, whether it showed sources, and which URLs it cited. Run the checks in a temporary chat, which OpenAI says doesn't create or update memories (OpenAI), so earlier conversations about your business don't color the answer. Ask each question more than once. AI answers vary from run to run, and one bad answer is a different problem from a bad answer every time.

Step 2: Work out where the error lives

The sources list is your best clue.

What you see	Likely cause	Where to fix it
Wrong fact, with a cited page that contains the same wrong fact	A bad source	That page: your site, a listing or a directory
Wrong fact, cited pages are correct	ChatGPT misread or mixed sources	Make the fact clearer and more consistent everywhere
Wrong fact, no sources shown	Training data (memory)	The wider web, then wait; check the searched answer too
Wrong category, wrong comparison, a negative tone	Its overall impression	Reviews, third-party mentions, your own descriptions
Facts about a different business with a similar name	Entity confusion	Consistent name, address and links; schema sameAs

Open every cited URL. Very often the error is sitting right there on a page you forgot existed: an old location page, a three-year-old press release, a directory profile someone else created.

Step 3: Fix your own website first

Your website is the one source you fully control, and it's the reference everything else should match.

• About page: your legal and trading name, what you do, who you serve, where, since when, and who runs it. Plain sentences, not slogans.
• Contact page: address, phone, email and hours as real HTML text. Hours inside an image can't be read.
• Location and service pages: one page per location and per main service. If you stopped offering something, say so or remove the page.
• Old pages: redirect or update pages for closed locations, old names and discontinued services. A page that still says "our Main Street office" is a source.
• Dates: add "last updated" to pages with facts that change, such as hours, prices and staff.

Then check ChatGPT can actually reach the pages. OpenAI says sites should allow its search crawler, OAI-SearchBot, and its published IP ranges to appear in ChatGPT search results (OpenAI). Its crawler documentation says OAI-SearchBot and GPTBot are controlled separately, so you can block training and still allow search, and that robots.txt changes take about 24 hours to apply to search (OpenAI). If a firewall or plugin blocks unknown bots, your corrections may never be seen.

Step 4: Fix your listings, directories and review sites

Next, make every listing say exactly what your website says. The same name, address and phone number, written the same way.

• Google Business Profile. Edit your hours, address, categories and services directly (Google help).
• Bing Places. OpenAI doesn't publish a full list of its search partners, but it links Microsoft's privacy statement in its search documentation, so Bing is very likely one input. Microsoft introduced a new version of Bing Places for business owners in October 2025 (Bing blog). If you've never claimed yours, do it now. Our Bing Places vs Google Business Profile guide walks through the differences.
• Reservation and booking platforms. OpenAI names OpenTable, Resy and Yelp (Yelp in the US and Canada) as reservation partners in ChatGPT search (OpenAI). If you're a restaurant, those profiles need the same hours and details as your site.
• Major directories and industry lists. Yelp, your chamber of commerce, industry associations, licensing bodies and the "best of" lists for your category. Search for your business name plus your old address or old phone number to find stragglers.
• Review sites. You can't edit reviews, but you can reply to outdated complaints with what has changed ("we moved to a new location in 2025 and parking is now free"). Ask real customers for reviews on a regular basis so recent experience outweighs old experience. Never buy or fake reviews.

When the problem is an opinion rather than a fact, this is where most of the work is. ChatGPT's impression of you is built from what other people write. More recent, specific, accurate mentions are the only lasting fix.

Step 5: Check Wikipedia and Wikidata, if they apply

Most small businesses don't have a Wikipedia article and shouldn't try to create one. But if your organization does have one, or a Wikidata item, it is a widely reused source of facts, and an error there tends to spread.

Be careful with the rules. Wikipedia strongly discourages editing articles about yourself or your employer. If you have a conflict of interest, you should disclose it and propose changes on the article's talk page, using the {{edit COI}} request, rather than editing directly. The exception is fixing very obvious errors, and nobody "owns" an article (Wikipedia). Bring a published source for each correction.

Wikidata has a lower bar. An item can exist if it describes a clearly identifiable entity using serious, publicly available references (Wikidata). If an item for your organization exists, check the official website, location, founding date and identifiers. If you're not notable by that standard, skip this step.

Step 6: Add consistent schema markup

Structured data won't force ChatGPT to say anything, but it makes your facts unambiguous to every system that reads your pages. Google recommends Organization markup on your home page or about page, with properties such as name, alternateName, address, telephone and sameAs, and a more specific LocalBusiness type for local businesses (Google Search Central).

Two things matter most for fixing errors:

1. The markup must match the visible page. If your schema says one phone number and your footer says another, you've added a conflict, not fixed one.
2. Use sameAs to link your real profiles: Google Business Profile, Bing Places, LinkedIn, industry directories and Wikidata if you have it. This is how you separate yourself from the business with a similar name. Our guide to entity SEO explains why that link-up matters.

Step 7: Publish a clear fact page

Many wrong answers come from facts that are scattered or never stated in one place. A short "Company facts" or "At a glance" page fixes that. Keep it boring and specific:

• Legal name, trading name and former names ("formerly known as…")
• Founded date and founder or owner
• Every current location with address, phone and hours
• Services offered, and notable services you don't offer
• Service area
• Licences, registrations or memberships, with numbers where they're public
• Links to your official profiles
• A "last updated" date

If ChatGPT keeps getting one fact wrong, answer it head-on in a sentence on this page: "We have one location, at [address]. We closed our [old] office in 2024." Plain, quotable statements are easier for any AI system to pick up than a fact buried in a paragraph.

Step 8: Use OpenAI's feedback options, for what they actually do

OpenAI has no form for businesses to correct facts about themselves. Its old model feedback form now says it has been deprecated (OpenAI). Here's what does exist, and what each one is for:

• Thumbs down on the answer. This sends feedback on that response. OpenAI says that when you give feedback, the whole conversation may be used to train its models (OpenAI). It's worth doing, but it isn't a correction request. We explain why in the thumbs-down button won't fix your AI answer.
• Report a safety or legal concern. For content that may break OpenAI's terms or the law, OpenAI lets you report from the thumbs-down menu by choosing "Safety or Legal concern", or through its content reporting form. OpenAI says reported domains may be reviewed by its Model Quality team, "which may apply filters or other mitigations to help prevent ChatGPT from relying on unreliable sources" (OpenAI). This fits a site spreading false claims about you, not a wrong opening time.
• Copyright and trademark forms. The same help page links separate forms for these. Use them for impersonation or misuse of your brand, not for ordinary errors.
• Product feeds, for retailers. OpenAI lets merchants apply to share a product feed with prices, availability and details, and says Shopify and Etsy catalogs are already integrated. Shopping is live for ChatGPT users in the US, and merchants who apply join a waitlist (OpenAI). If ChatGPT gets your products or prices wrong, this is the most direct route OpenAI offers.

Re-check over time

Fixes don't show up the next day. Searched answers can change as soon as ChatGPT finds the corrected page, which depends on crawling and on the other sites catching up. Answers from memory generally change only when OpenAI releases a model trained on newer data, which can take months.

So repeat the Step 1 audit on a schedule: weekly for the first month after a big change such as a move or rebrand, then monthly. Use the same questions each time so you can compare. Keep a simple log of the answer, the cited sources and the date. If the cited page changes but the wrong fact doesn't, go back to Step 4 and look for the next source.

If you'd rather not run those checks by hand, a free Beket AI visibility check asks 25 questions about your business across ChatGPT, Perplexity and Google AI Overview and shows what each one says and cites. Beket AI Pro ($49/month) re-runs the check daily, starting at 50 questions across the same three engines, so you can see when a correction lands. You still make the fixes; Beket AI shows you whether they worked. Run a free check.

Checklist: fixing wrong information in ChatGPT

• Ran branded and unbranded questions in a temporary chat, more than once each
• Logged each wrong fact with the answer, the date and the cited URLs
• Sorted each error: bad source, misread source, memory, impression or name confusion
• Updated the about, contact, location and service pages; redirected old pages
• Confirmed OAI-SearchBot isn't blocked by robots.txt or a firewall
• Updated Google Business Profile and claimed and updated Bing Places
• Fixed booking platforms (restaurants: OpenTable, Resy, Yelp) and major directories
• Searched for old addresses, phone numbers and names, and fixed the stragglers
• Replied to outdated reviews and set up a steady, honest review request
• Checked Wikipedia (talk page only, disclose COI) and Wikidata, if they apply
• Added Organization or LocalBusiness schema that matches the page, with sameAs links
• Published a company facts page with a "last updated" date
• Used thumbs down, a safety or legal report, or a product feed only where each one fits
• Scheduled re-checks with the same questions, and kept the log