OpenAI has officially announced a major upgrade to ChatGPT, the introduction of in-chat apps, a new feature that allows users to interact with third-party services directly inside the chat window. Announced on October 6, 2025, this marks a major step toward transforming ChatGPT from a conversational AI into a full-fledged interactive platform.
The new system uses OpenAI’s Apps SDK, which lets developers build apps that integrate seamlessly within ChatGPT’s interface. Unlike the older “plugin” system, these apps don’t redirect users to external sites; they function entirely within the chat. For example, users can ask Canva to design a poster, check property listings via Zillow, or create playlists using Spotify, all without leaving ChatGPT.
The first wave of launch partners includes Booking.com, Canva, Coursera, Expedia, Figma, Spotify, and Zillow, with more expected later this year. Initially, the feature will roll out to logged-in ChatGPT users outside the EU, covering Free, Go, Plus, and Pro plans. OpenAI has also confirmed plans to expand the rollout to Business, Enterprise, and Edu users later on.
From a developer’s perspective, the Apps SDK builds on the Model Context Protocol (MCP) , an open standard that allows ChatGPT to connect securely to external data and tools. This lets developers create apps that not only respond conversationally but also display interactive elements like maps, playlists, and dashboards right in chat. OpenAI also teased a future Apps Directory, where users can discover and install new in-chat experiences.
This move signals OpenAI’s ambition to turn ChatGPT into an “operating system for the web.” By embedding apps directly into the chat, OpenAI is positioning ChatGPT as a central hub for productivity, creativity, and commerce. The company even hinted at an upcoming Agentic Commerce Protocol (ACP) which could allow users to complete bookings or purchases without leaving the conversation.
While the rollout excludes the EU for now due to compliance and privacy considerations, the integration of in-chat apps could redefine how users interact with digital services. Instead of switching between multiple apps and tabs, ChatGPT users can now handle everything from design to research to travel planning in one conversational flow.
With in-chat apps, OpenAI isn’t just evolving ChatGPT; it’s reshaping what conversational AI can be, not just a chatbot, but a dynamic ecosystem.
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