OpenAI brings “Apps in ChatGPT” — and a preview Apps SDK to build your own

 


OpenAI has flipped a big switch in ChatGPT: you can now chat with apps like Spotify, Canva, Coursera, Booking.com, Expedia, Figma and Zillow directly inside the conversation. Alongside this, OpenAI is shipping an Apps SDK (preview) so developers can build their own in-chat apps that feel native to ChatGPT. 


Why this matters


Until now, ChatGPT mostly answered questions or called simple actions. Apps take a step further: services can present rich interfaces and multi-step flows inline with your messages, so you can create a playlist, draft a presentation, enroll in a course, or compare rentals without ever leaving the chat. Early access is rolling out to logged-in users outside the EU across Free, Go, Plus and Pro plans, with EU availability “soon.” 


How it works


Under the hood, Apps are built on the Model Context Protocol (MCP)—OpenAI’s open standard for connecting models to external tools and data. The Apps SDK extends MCP so developers define both the app’s logic and its interface. It’s open source, designed so apps can run anywhere that adopts the standard. 


On the UI side, apps render components inline with the conversation. Typical builds use React components that run in an iframe and talk to the host via a lightweight window.openai API. This lets an app stream results, accept user input, and update the UI in place—no tab-hopping or copy-pasting tokens. 


For developers


The Apps SDK is available today in preview for building and testing. OpenAI provides reference docs, guidelines, and quickstarts; app submissions open later this year. If you already speak MCP (or have an MCP server), you can plug in quickly; the SDK helps you scaffold servers and wire up UI components. 


Where this is headed


With apps living inside ChatGPT, the chatbox becomes a hub for everyday tasks and workflows. That’s a meaningful shift in how users discover and use software—and why this launch drew broad tech-press attention during DevDay 2025. 


Bottom line: Apps in ChatGPT make conversations actionable. And with the Apps SDK, any developer can bring their product’s best flows right into the chat—complete with rich UI, streaming updates, and tool access—without asking users to leave the thread.

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