OpenAI's ChatGPT Ads service has been charging advertisers for ads served up to 94 minutes after they paused their campaigns, according to support emails shared with The Register. The issue highlights potential billing inaccuracies and advertiser frustrations with the platform.
TL;DR
- OpenAI's ChatGPT Ads service charges advertisers for ads served up to 94 minutes after campaign pause.
- The issue was acknowledged by OpenAI support but later reversed, citing advertising terms that allow for a one-business-day grace period.
- This practice may impact advertiser trust and satisfaction with OpenAI's ad platform.
What happened
OpenAI began testing ad sales in ChatGPT in the US in February 2026 and has since expanded to other regions, including the UK, Mexico, Brazil, Japan, and South Korea. The service is part of OpenAI's strategy to generate revenue and demonstrate a path to profitability ahead of a potential initial public offering (IPO).
Excel4Business, a UK-based company, reported encountering billing issues with ChatGPT Ads. According to Ed Bolton, managing director of Excel4Business, ads were being delivered after campaigns were paused. OpenAI support initially acknowledged the issue and confirmed invalid charges totaling £67.19. However, OpenAI later reversed this decision, citing their Advertising Terms.
OpenAI's support team explained that ads may continue running for up to one business day after a campaign is canceled or changed, and advertisers remain responsible for ads delivered during that period. The most delayed ad ran about 94 minutes after a campaign was paused, according to support message times.
Why it matters
This issue highlights potential billing inaccuracies and advertiser frustrations with OpenAI's ad platform. Advertisers expect precise control over their ad campaigns, and unexpected charges can erode trust in the platform. For developers and startups, this serves as a reminder to thoroughly review advertising terms and conditions before committing to any ad platform.
For investors, this incident may raise questions about OpenAI's ability to manage and scale its ad services effectively. OpenAI's path to profitability hinges on its ability to generate reliable advertising revenue, and issues like these could impact investor confidence. Additionally, this practice may put OpenAI at a competitive disadvantage if advertisers perceive other platforms as more reliable.
Key facts
- OpenAI began testing ad sales in ChatGPT in February 2026.
- ChatGPT has 900 million weekly users, with 50 million paying for the service as of February 2026.
- Excel4Business reported ads were delivered after campaigns were paused.
- OpenAI acknowledged invalid charges totaling £67.19 but later reversed the decision.
- The most delayed ad ran about 94 minutes after a campaign was paused.
- OpenAI's Advertising Terms allow for a one-business-day grace period for ad delivery after campaign changes.
- Other advertising services, such as Google AdWords, also impose similar terms.
Context
OpenAI's expansion into advertising is part of a broader trend in the AI industry, where companies are exploring new revenue streams to support their growth and development. As AI models become more sophisticated and resource-intensive, the need for sustainable revenue models becomes increasingly important.
This incident also highlights the ongoing challenges and complexities of digital advertising. Advertisers expect precise control over their campaigns, and any discrepancies can lead to frustration and loss of trust. For AI companies, managing these expectations and ensuring accurate billing will be crucial for the success of their ad platforms.
As OpenAI prepares for a potential IPO, incidents like these may draw scrutiny from investors and regulators. Demonstrating a clear path to profitability and addressing advertiser concerns will be essential for OpenAI's long-term success.
