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Telegram Ads: how official advertising on Telegram works

Telegram Ads is Telegram’s own ad platform (promote.telegram.org). An ad is a short text with a button shown as a sponsored message in public channels. Below: how it works according to the platform’s official pages, what the price is made of, and when buying a post from a channel owner makes more sense.

What an ad looks like

Under the platform rules an ad is up to 160 characters of text, including spaces, plus a button with a link. Per the Getting Started page, links lead to a Telegram channel or bot in the t.me/… or @… format. The text may contain one more link, but to the same destination.

Line breaks, lists, excessive emoji and caps are not allowed, and every ad is reviewed before it is shown.

Where it is shown

Sponsored messages appear in public channels with 1000+ subscribers. The advertiser picks the channels by link, for example t.me/durov. Once an ad is created, its targeting can’t be changed — you make a copy (“Create a similar ad”) and edit that.

Half of Telegram Ads revenue goes to the owners of the channels where the ads are shown, as the platform’s home page says.

What it costs

You pay per thousand impressions — CPM, which the advertiser sets. The Getting Started page lists a minimum CPM of 0.1 Toncoin. The ad budget is the amount you are willing to spend: the ad runs until it is used up. You can raise a budget at any time, but lower it only by deleting the ad — the rest returns to your balance.

Payment is in crypto: the promote.telegram.org home page names Gram. Rates change, so work out the dollar amount on launch day. We don’t quote made-up average prices: the total depends on the CPM you set and the channels you choose.

How to launch

  • Log in at promote.telegram.org with your phone number — the confirmation arrives as a Telegram message.
  • Choose a personal account or an organization: the owner of a channel or group creates it, and then all its admins can manage ads.
  • Create the ad: title, text, link, CPM, budget and target channels.
  • Add funds — an ad without a budget is saved as a draft.
  • After review the ad goes live; statuses are In Review, Active, On Hold, Stopped and Declined.
  • Stats show views, channel joins and bot starts after an impression.

Telegram Ads or a channel post

Telegram Ads suits bringing people to a channel or bot inside Telegram with a short text. A post from a channel owner is a full publication with an image, video and the author’s voice, priced from feed views.

Channel posts are easy to buy in the TGStudio catalog: the platform counts channel numbers, and the payment waits until the post goes live.

Compare with a placement from the channel catalog →

the catalog is open without sign-up · you pay only when you book

FAQ

What is the minimum budget for Telegram Ads?

The platform pages list a minimum CPM of 0.1 Toncoin (Getting Started). No separate minimum budget is named there: an ad without a budget can be saved as a draft and funded later.

Can I advertise a website with Telegram Ads?

Per the Getting Started page, ad links lead to a channel or bot on Telegram, and external sites are not allowed. Check the current rules on promote.telegram.org before launch.

Which channels will show my ad?

Public channels with 1000+ subscribers that you chose when creating the ad.

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