Advertising on Telegram Ads in 2025: How to Launch and What It Is

What is Telegram Ads and how does the platform work in 2025

In modern digital marketing, advertising through Telegram Ads is becoming one of the most effective promotional tools. With an audience of over 900 million active users monthly, Telegram offers unique opportunities for businesses of all sizes that want to start Telegram advertising . In 2025, the platform significantly expanded its functionality by adding video ads, search, and integration with mini apps.

Telegram Ads is the official advertising platform of the messenger, allowing you to place ads in public channels with an audience of at least 1,000 subscribers. The key advantage of the system lies in the native integration of ads into channel content, ensuring high audience engagement and a natural perception of advertising.

Telegram ads represent a system for placing ads that organically fit into the feed of public channels. Unlike traditional social networks, ads on Telegram appear between regular posts marked as 'Ad', without disrupting the user experience. The system operates on a CPM (cost per thousand impressions) model, allowing advertisers to control expenses and forecast results.

In 2025, the platform has significantly evolved by adding new placement formats. Advertisers can now use not only text ads but also video content, place ads in messenger search results, and in chatbots. These innovations have opened up additional opportunities for creative approaches to ad campaigns.

One of the main updates is the introduction of video ads lasting up to 15 seconds, showcased in the Telegram video player. Additionally, ads in messenger search results and the ability to place ads in chatbots have been added. These formats allow reaching audiences at various touchpoints within the platform.

In 2025, Telegram will offer two fundamentally different types of advertising cabinets with significant differences in functionality, pricing, and targeting capabilities.

The EUR cabinet is a traditional advertising platform with payment in euros and enhanced opportunities for international business.

New Ad Formats in 2025

Minimum budget: from 500 euros through partner agencies, from 2 million euros with a direct contract

Geography: all countries of the world with no restrictions

Target links: links to any external resources are allowed

Moderation: more lenient towards various types of business

Targeting: enhanced options based on demographics and interests

The TON Cabinet runs on the TON blockchain with payments in cryptocurrency and has significant limitations in functionality.

Geography: international users (excluding Russia, Ukraine, Israel)

How to launch ads on Telegram: a step-by-step guide

Target links: ONLY to resources within Telegram (channels, bots, Mini Apps)

Targeting: basic options, limited audience selection

Important! The choice of account type directly affects the capabilities of your advertising campaign. The TON account officially does not allow adding external links to websites or landing pages, so it is not suitable for such tasks.

The process of launching an advertising campaign on Telegram (covered in detail in our Telegram Ads manual ) requires a systematic approach and an understanding of the platform's features. Let's go through each stage in detail, from registration to analyzing results.

To get started, you need to register on the official platform ads.telegram.org or through partner agencies. Direct registration requires a minimum budget of 2 million euros, which is why most advertisers use the services of partners with an entry threshold of 500 euros.

Prepare an active Telegram account with a verified phone number

Gather the company documents for account verification

Setting up targeting and budgeting in Telegram ads

Define a responsible team member for campaign management

Prepare your payment details or cryptocurrency wallet

Complete the registration process via your chosen partner

Upon successful registration, you will gain access to your advertising dashboard, where you can create and manage campaigns. The platform's interface is user-friendly, though presented in English.

Crafting an effective ad begins with formulating an engaging text within 160 characters. This limitation demands maximum concentration of meaning and clear expression of the value proposition.

Important! The ad text must be written without capital letters, excessive exclamation marks, and commands in the imperative mood. Telegram moderation strictly monitors adherence to these rules.

You can add an image or video to the ad, which enhances attractiveness and CTR of the campaign. However, using media content increases the minimum bid by 50-100% depending on the type of targeting.

Moderation and Advertising Placement Rules

The targeting system in Telegram is based on user behavior within the messenger, not on external data or cookies. This ensures high relevance of impressions and protection of user privacy.

The platform offers two main types of targeting: user targeting and channel targeting. User targeting allows you to configure displays based on geography, interface language, thematic interests, and device type. Channel targeting gives you the option to select specific sites for placement or categories of channels based on themes.

Geographic targeting by countries, regions, and cities

A feature of 2025 is the ability to target audiences of chatbots and search users. These options expand reach and allow you to engage users at moments of active information search or interaction with automated services.

In 2025, Telegram expanded payment options by adding support for cryptocurrency TON and the internal currency Stars alongside traditional euros. The minimum CPM rate ranges from 0.5 to 1 euro depending on the theme and competition.

The Stars system allows you to start with a minimal budget of just 50 Stars (about €0.9), making the platform accessible for small businesses and novice advertisers.

The TON cabinet offers an alternative payment method through cryptocurrency, which is especially relevant for international campaigns and Web3 projects. The conversion rate is updated in real-time, ensuring transparency in transactions.

Integration with Telegram Mini Apps

Choosing between EUR and TON cabinets has become critically important. If your goal is to drive traffic to an external site, you have no choice – only the EUR cabinet. TON is suitable exclusively for promotion within the Telegram ecosystem.

Moderation in Telegram Ads occurs in two stages: preliminary review when creating an ad and post-moderation during the first three days of the campaign. The system strictly monitors compliance with community guidelines and the quality of advertising content.

Moderators pay special attention to the compliance of the ad text with the content of the landing page. If the ad promises one thing but the user finds something else when they click the link, the ad will be rejected.

The year 2025 marked an active integration of the advertising platform with the Telegram Mini Apps ecosystem. Mini app developers can now monetize their projects through integrated ads, while advertisers have gained new opportunities for promotion.

Platforms like AdsGram offer ready-made solutions for integrating ads into mini-apps, supporting various formats from banners to interactive videos. This creates new opportunities for native advertising and increasing conversion rates.

Telegram Ads provides basic analytics on impressions, clicks, and CTR. For more detailed analysis, advertisers use UTM tags and external analytics systems. It's important to set up proper conversion tracking to assess the true effectiveness of campaigns.

Key metrics to monitor include CTR (average rate of 1-3%), cost per click, conversion to target actions, and the lifetime value of acquired users. Regular optimization of bids and creatives allows for improving efficiency metrics by 30-50%.

Campaign analytics and optimization

In addition to the official Telegram accounts, an alternative advertising ecosystem is rapidly developing in 2025. AdsGram is an innovative platform that addresses the key limitations of official accounts and provides unique opportunities for advertisers.

The main advantage of AdsGram is the ability to place ads with links to any external resources — websites, landing pages, online stores. This is a critically important distinction from the TON cabinet, which restricts links only within Telegram.

Launch from $15 – as opposed to $500-800 in official cabinets

CPC from $0.01 – control over the cost of each click

Support for USDT and rubles for the convenience of Russian advertisers

Automated placement of native posts in thematic channels:

Choosing a category of channels or specific platforms

AdsGram: an alternative platform for advertising on Telegram

Advertisers who were denied access to the TON cabinet

AdsGram solves the main problem of the TON cabinet — restrictions on external links. This is critically important for most commercial projects. Plus, significantly lower entry barriers make the platform accessible for small businesses.