ChatGPT launches sticker creation feature and begins showing ads in Europe

Aug 21, 2026

OpenAI is expanding ChatGPT's capabilities and business model by launching a free, global sticker-creation feature while simultaneously rolling out advertisements to Free and Go tier users across 31 European countries. The sticker tool, powered by ChatGPT Images 2.0, allows users to export custom designs to iMessage and WhatsApp. Meanwhile, the European ad expansion has triggered regulatory scrutiny under the EU's AI Act over potential user manipulation, alongside a European Commission review to determine if ChatGPT qualifies for strict oversight under the Digital Services Act.

ChatGPT sticker creation feature

▪OpenAI introduced a new feature to ChatGPT that allows users to generate custom sticker packs from their photos or text prompts.
▪The ChatGPT sticker feature is available globally to users of the ChatGPT mobile app and is free to use.
▪The ChatGPT sticker creation feature is powered by OpenAI's ChatGPT Images 2.0 model, which allows users to generate up to nine stickers in a single pack.

Sticker style customization options

▪ChatGPT users can choose from up to 18 visual styles for their stickers, including 3D, hand-drawn, holographic, kawaii, anime, and comic book designs.
▪ChatGPT users can remix their sticker creations with emojis and add transparent backgrounds to other photos.

iMessage and WhatsApp export

▪Exporting custom stickers from ChatGPT to WhatsApp requires selecting at least three stickers due to a platform requirement imposed by Meta.
▪ChatGPT users can export their custom sticker packs directly to iMessage and WhatsApp, or save them to their device's photos.

ChatGPT advertising rollout in Europe

▪OpenAI is expanding its ChatGPT advertising program to 31 European countries on August 24, 2026, bringing the total to 40 markets.
▪US Senator Ed Markey wrote to Sam Altman in January 2026 warning that chatbot ads risk exploiting emotional connections and targeting sensitive topics.
▪Advertisements on ChatGPT will only appear for users on the Free and Go subscription tiers, while Plus, Pro, and Enterprise subscribers will remain ad-free.

EU AI Act manipulation concerns

▪The European Union's AI Act bans artificial intelligence systems that use subliminal or deliberately manipulative techniques that cause significant harm.
▪Researchers and consumer groups warn that chatbot ads are harder to identify as persuasion because they blend into the conversational tone of the chat.

Digital Services Act platform designation

▪The European Commission is evaluating whether ChatGPT's search function should be designated as a very large online search engine under the Digital Services Act.
▪A very large online search engine designation under the Digital Services Act is triggered when a service exceeds 45 million monthly users in the European Union.