How to unlock ChatGPT's hidden app ecosystem (it's like the early iPhone app store)

Most people missed the biggest ChatGPT update of 2024, and it wasn't a new model. OpenAI quietly launched an app directory that transforms ChatGPT from a simple chatbot into a platform—think iPhone's App Store, but for AI integrations.

This isn't about those custom GPTs that nobody uses. These are real apps from companies like Booking.com, Canva, Coursera, Figma, Expedia, Spotify and Zillow that work directly inside your ChatGPT conversations. You can create Spotify playlists, book hotels, design presentations, and search for homes without ever leaving the chat.

Here's what makes this different: these apps blend familiar interactive elements—like maps, playlists and presentations—with new ways of interacting through conversation. Instead of switching between tabs and copying information, you work in a single, conversational interface.

What makes ChatGPT apps different from regular integrations?

Apps let you work with external tools and information to help you get more done in a ChatGPT conversation—some apps provide in-chat interactive experiences, while others securely connect to your services and data so ChatGPT can pull relevant context into your responses.

The key difference is context awareness. When you mention "Spotify" in a conversation about workout music, ChatGPT automatically suggests the Spotify app. You can see how, just writing the app name, for instance, Spotify, the ChatGPT interface automatically detects it and activates the integration to use during our interaction.

Unlike traditional plugins or browser extensions, these apps maintain conversation flow. Each app maintains the back-and-forth within ChatGPT, featuring an "open in …" button when you prefer the full interface, but having a full integration of the app inside the ChatGPT interface.

How do you find and connect apps?

The simplest way to discover apps is through the app directory. Browse the app directory from user Settings > Apps or visit ChatGPT's app directory directly.

Here's how to connect apps:

1. Browse the directory: You can use other tabs to browse through app categories such as Lifestyle and Productivity
2. Click Connect: Click on each app entry to bring up the app page, which includes information about the app such as the app's capabilities. Click Connect to enable the app for usage on your account
3. Authorize access: Complete the app's login flow if needed
4. Start using: Start using the app by mentioning its name (e.g., @Spotify)

The first time you use an app, you'll connect your account (one-time auth). There's a way to connect them directly in your account settings, but to make sure the flow of the conversation is not interrupted, they've developed a second, more organic way to connect new apps during our chat flow.

What apps are available right now?

The launch partners represent major categories:

Travel & Booking:

• Booking.com: Once you link your Booking.com account, you can ask ChatGPT to find hotels in your preferred city based on your dates and budget. You can also specify how many people are coming and whether you want the hotel near public transport. ChatGPT aims to make this process more intuitive than searching directly on the Booking.com site
• Expedia: Similar travel planning capabilities
• Uber: You can set up your trip in the ChatGPT app, then complete the ride request and payment in the Uber app. Currently, it's only available in the U.S., and it doesn't let you book rides in advance; only on-demand rides are available

Creative Tools:

• Canva: Once you connect your Canva account, you can ask ChatGPT to design something like "a 16:9 slide deck about our Q4 roadmap" or "a fun poster for a dog-walking business." You can include specifics such as the fonts you prefer, color schemes, formats (like Instagram posts or stories), and exact dimensions
• Adobe Photoshop: Image editing capabilities
• Figma: Design collaboration

Music & Entertainment:

• Spotify: Create playlists and search music
• For example, if you connect your Spotify account, ChatGPT can see your playlists, listening history, and other personal information

Real Estate:

• Zillow: Using a simple text prompt, you can find homes that meet your criteria and apply filters to narrow the results. Whether you're looking for a specific price range, number of bedrooms, or particular neighborhoods, you can specify these details in your prompt

How do you actually use these apps in conversation?

Using apps feels natural once connected. You have three ways to invoke them:

1. Mention by name: Just type "@Canva design a birthday invitation"
2. Natural conversation: ChatGPT can also suggest apps when they're relevant to the conversation. For example, if you're talking about buying a new home, ChatGPT can surface the Zillow app as a suggestion so you can browse listings that match your budget on an interactive map right inside ChatGPT
3. Tools menu: Select from the "More" options in chat

The magic happens in context awareness. You can start with an outline and ask Canva to transform it into a slide deck, or take a course with Coursera and ask ChatGPT to elaborate on something in the video as you watch.

What should you know about privacy and control?

Sharing this info helps personalize the experience, but if you have privacy concerns, consider whether you're comfortable with this level of access before connecting. Each app clearly states what data it needs during the connection process.

The good news? You can also disconnect any app whenever you want, right from the Settings menu. Users are always in control: disconnect an app at any time, and it immediately loses access.

Developers must also include clear privacy policies, collect only the minimum data they need, and be transparent about permissions. The first time a user connects an app, ChatGPT prompts them to connect so they understand what data may be shared with developers.

Which regions and plans support apps?

Apps will be available today to all logged-in ChatGPT users outside of the European Economic Area, Switzerland, and the United Kingdom on Free, Go, Plus and Pro plans. Some apps may not be available in EEA, GB or Switzerland depending on whether the app partner offers service in the region. Some apps and app functionalities may be only available to Plus/Pro/Business and Enterprise/Edu plans.

For businesses, Apps are enabled by default for Business plans. Apps are disabled by default for Enterprise/Edu plans.

How do developers build ChatGPT apps?

The technical foundation is fascinating. The Apps SDK builds on the Model Context Protocol (MCP), the open standard that lets ChatGPT connect to external tools and data. It extends MCP so developers can design both the logic and interface of their apps.

Developers need two components:

1. Backend server: A backend service (called an MCP server) that performs the app's logic
2. UI components: A web component built with the framework of your choice – you are free to build your app as you see fit, that will be rendered in an iframe in the ChatGPT interface

The development workflow involves:

• Build with the Apps SDK
• Test in Developer Mode
• For ChatGPT to access your server during development, you need to expose it to the public internet. You can use a tool such as ngrok to open a tunnel to your local server
• Submit for review and publication

Once ready, developers can submit apps for review and track approval status in the OpenAI Developer Platform. Submissions include MCP connectivity details, testing guidelines, directory metadata, and country availability settings. The first set of approved apps will begin rolling out gradually in the new year.

What does this mean for the future of AI?

This feels like the iPhone's App Store launch in 2008. Industry analytics highlight ChatGPT's massive user base (over 400M users globally), giving developers immediate access to a huge audience.

For developers, building with the Apps SDK makes it possible to reach over 800 million ChatGPT users at just the right time. That's a compelling distribution channel.

More importantly, it transforms how we think about AI interfaces. Instead of AI being a separate tool you consult, it becomes the orchestration layer connecting all your other tools. The launch reflects OpenAI's ambition to transform ChatGPT from a powerful conversational assistant into a full productivity and service platform where users can complete tasks, access information, and communicate with other systems without switching applications or tabs.

The best part? Because these apps appear naturally in your chats, you'll find them when they're most likely to be useful. No more context switching, no more copy-pasting between tools. Just natural conversation that gets things done.