Assisters vs. Custom GPTs: Which Is Better for Monetization?

OpenAI launched the GPT Store in January 2024 with the promise that creators could monetize their Custom GPTs. How's that going?

Let's compare Custom GPTs to Assisters for anyone serious about building a business around AI.

The Monetization Reality

Custom GPTs (GPT Store)

When OpenAI announced the GPT Store, creators got excited about a new revenue stream. Here's what actually happened:

• **Revenue model**: Based on user engagement (vague metrics)
• **Payouts**: Q1 2024 program started, but payments are inconsistent
• **Typical earnings**: Reports of $0-$100/month for most creators
• **Control**: OpenAI decides how much you earn

Assisters

• **Revenue model**: Clear competitive revenue share on conversations
• **Payouts**: Weekly, automated to your wallet
• **Typical earnings**: Proportional to usage (you see the math)
• **Control**: You set suggested donation amounts, users pay per use

**Key difference**: With Assisters, you understand exactly how earnings work. With GPT Store, it's a black box.

Feature Comparison

| Feature | Custom GPTs | Assisters |

|---------|-------------|-----------|

| **Monetization** | Vague engagement-based | Clear competitive revenue share |

| **Knowledge upload** | 10 files, 20MB each | Unlimited documents |

| **Embed on website** | No (ChatGPT only) | Yes (any website) |

| **API access** | Assistant API (complex) | Simple REST API |

| **Custom branding** | GPT interface only | Your brand |

| **Analytics** | Basic | Detailed dashboard |

| **Audience reach** | ChatGPT Plus users only | Anyone on the web |

| **Pricing control** | None | Full control |

The Audience Problem

This is the biggest difference.

**Custom GPTs** require users to:

1. Have ChatGPT Plus ($20/month)

2. Navigate to the GPT Store

3. Find your GPT among thousands

4. Already be OpenAI users

**Assisters** can reach:

1. Anyone with a web browser

2. Your website visitors

3. Your social media followers

4. Your email list

5. Anyone you share the link with

If you want to monetize, you need to reach paying customers. Requiring a $20/month ChatGPT subscription limits your market significantly.

Knowledge & Training

Custom GPTs

• Upload up to 10 files (20MB each)
• Can use web browsing and code interpreter
• Knowledge is a "black box"
• Can't update in real-time
• Prone to ignoring instructions

Assisters

• Upload unlimited documents
• Train on URLs, PDFs, text files
• See exactly what's in the knowledge base
• Update knowledge instantly
• Consistent adherence to your content

Distribution & Embedding

This is where Assisters shines.

**Custom GPTs**: Only accessible within ChatGPT's interface. You can share a link, but users must log into ChatGPT.

**Assisters**:

• Embed on any website
• Share direct chat links
• Integrate via API
• White-label for clients
• QR codes for physical locations

Who Owns the Relationship?

With Custom GPTs, users are ChatGPT users first, your GPT users second. OpenAI can:

• Change ranking algorithms
• Modify revenue sharing
• Remove your GPT
• Introduce competing GPTs

With Assisters:

• You embed on your properties
• Users interact with your brand
• You control the experience
• Your customer relationships stay yours

Building a Real Business

If you're treating this as a hobby, either works.

If you're building a business, consider:

Custom GPTs work for:

• Side projects with low stakes
• Reaching existing ChatGPT power users
• Simple Q&A without embedding needs

Assisters works for:

• Professional consulting businesses
• Customer support solutions
• Agencies serving clients
• Course creators supplementing content
• Anyone needing web embedding

Revenue Potential

Let's do the math.

Custom GPT

• Unknown revenue share
• Limited to ChatGPT Plus users (~100M paid users globally)
• Competing with 3M+ GPTs in the store
• Discoverability depends on OpenAI

Assisters

• Competitive revenue share
• Global web audience (billions)
• Your own marketing drives traffic
• Direct customer relationships

**Example**: 1,000 conversations/month at $0.50 average

• Assisters: ~$175/month (you can calculate)
• GPT Store: Unknown (could be $0-$50)

The Verdict

**Choose Custom GPTs if:**

• You want zero setup (just use ChatGPT)
• You're okay with limited monetization
• Your audience already uses ChatGPT Plus
• You don't need web embedding

**Choose Assisters if:**

• Monetization is a real goal
• You want to embed on your website
• You need API access
• You want control over the experience
• You're building a business, not a hobby

Can You Do Both?

Yes! Many creators:

• Build a Custom GPT for discovery
• Point users to their Assister for full experience
• Use Custom GPT as a "demo" and Assister as the "paid version"

Making the Switch

Already have a Custom GPT? Migration is simple:

1. Export your knowledge documents

2. Create an Assister with the same content

3. Configure your custom instructions

4. Embed on your website

5. Start monetizing properly

Custom GPTs are convenient but limited. If you're serious about building an AI business, you need a platform designed for monetization.

[Create Your Assister →](/signup) | [See Revenue Examples](/blog/how-much-can-you-earn-selling-ai-assistants)