OpenAI’s ChatGPT Flirts With Ads: A Catch-22 for Free Users?

OpenAI is gearing up to integrate advertising into ChatGPT, presumably targeting users who aren’t paying for access to the chatbot. Developer Tibor Blaho recently discovered mentions of future advertising features in the ChatGPT app for Android. Lines of code reference search ads, carousel search ads, and an advertising API. While the mentions of ads were found in the Android app, this change is likely to appear in ChatGPT across all platforms including iOS, Mac, and PC. Given the use of ‘search’ terminology, it’s possible that ads will be limited to web searches and shopping queries.

Access to ChatGPT costs from $20 per month for the Plus plan, with the ChatGPT Pro plan available for $200 per month offering more extensive access limits. Besides the current free tier, there are also business and educational plans. In other countries, OpenAI offers a cheaper Go plan, which might be extended to the US following the ad rollout. There are rumors that OpenAI plans to gradually increase the cost of access to ChatGPT.

Over the past 12 months, OpenAI’s management has changed its stance on advertising. At the end of 2024, OpenAI CEO Sam Altman said advertising was a ‘last resort,’ but by August 2025 the company acknowledged it was considering this option.

Lately, there has been a marked shift in OpenAI’s approach. The potential introduction of ads in ChatGPT could be a strategy to bolster revenue streams amidst growing operational costs. Moreover, this move might allow offering free or discounted services in new markets, thus increasing user reach.