Telegram crossed 1 billion monthly active users in March 2025 and is on track to clear 1.1 billion in 2026, with roughly 500 million users opening the app on any given day. Most crypto projects are still treating it like a chat channel.
The platform has evolved into a full advertising ecosystem with three distinct ad surfaces, each with its own creative format, targeting model, pricing, and audience behaviour. If you're launching a token or scaling a Web3 product, picking the wrong surface or buying it the wrong way is one of the fastest ways to burn marketing budget without moving any meaningful KPI.
This guide breaks down what's actually working on Telegram in 2026 — backed by current platform data, benchmark CPMs, and case studies from Mini Apps that have already crossed tens of millions of users. If you'd rather skip ahead to running a campaign with help, the BlockAI marketing services page covers how we run Telegram engagements end-to-end.
Telegram by the numbers (2026)
| Metric | Value | Source |
|---|---|---|
| Monthly active users | 1.0–1.1B | DemandSage |
| Daily active users | ~500M (50% of MAU) | Business of Apps |
| Telegram revenue H1 2025 | $870M (+65% YoY) | Business of Apps |
| TON dApps live | 650+ | Earlybird |
| TON ecosystem tokens | 200+ | Earlybird |
| TON DeFi TVL | $150M+ | Earlybird |
| Mini App ecosystem growth (12 mo, on-chain adoption) | +3,100% | Earlybird |
| Mini App typical 7-day retention | 30–50% | PropellerAds |
| Traditional dApp 7-day retention (for comparison) | 5–10% | PropellerAds |
Two things stand out in this dataset. First, Telegram's user base is now genuinely comparable to TikTok in scale, but with messaging-grade engagement (DAU/MAU ratio of ~50% is well above most social networks). Second, Mini Apps retain users 5–10× better than traditional Web3 dApps — which is why every serious crypto growth team is now thinking about Mini App distribution before they think about app stores.
Telegram's Mini App ecosystem grew by 3,100% in on-chain adoption within roughly twelve months — the fastest-growing distribution surface in crypto right now.
The three Telegram ad surfaces in 2026
Telegram's advertising ecosystem has three pillars: Mini App ads (push, banner, interstitial, video), the official Telegram Ads platform (sponsored messages in public channels), and traditional channel advertising (direct deals with channel owners). Each serves different goals and reaches different segments of the platform's billion-user audience.
What makes this challenging is that success depends heavily on matching the right ad surface to your specific audience and offer. A DeFi protocol targeting experienced traders runs a completely different motion than a gaming token chasing casual users. Get the matching wrong and you'll burn through budget regardless of how good the creative is.
The data from early 2026 shows trading and gambling verticals dominating Mini App ad performance, while gaming and betting are finding success in more traditional channel formats. These trends shift fast — sometimes month-to-month. Treat the ranges below as a starting point, not a fixed playbook.
Telegram Mini Apps: where the action is
Mini Apps have become the hottest ad surface on Telegram. They offer native integration that doesn't feel like traditional advertising, which crypto-native users tend to ignore or actively avoid.
The ad-network ecosystem around Mini Apps is now mature, with dedicated networks (Monetag, PropellerAds, Adsgram) running formats designed specifically for the in-app context. According to PropellerAds' 2025 State of Mini App Advertising report, click-through rates on Mini App ad placements regularly hit 20–40% — multiples higher than typical mobile in-app rates.
Push-style creatives
These look like push notifications but live inside the app interface. You get 30 characters for your title, 60 for description, plus an icon. The format pulls in roughly 1.6M impressions daily across the network, with CPC starting around $0.0015.
What works here? Direct, benefit-focused messaging. "Earn 15% APY on USDC" outperforms "Revolutionary DeFi Protocol." Users are scrolling fast — your value proposition has to land in the first two seconds.
Interstitial banners
Full-screen static images that appear between app transitions. These generate ~950k impressions daily with CPM starting at $1.50. The key is timing — they show between levels or app sections, so users aren't annoyed by the interruption.
For crypto projects, interstitial banners work well for showcasing trading interfaces, staking dashboards, or NFT collections. Visual quality matters more here than in push-style formats.
Interstitial videos
The newest format and potentially the most engaging. Full-screen videos with titles, descriptions, and CTAs that users can dismiss after a set delay. Currently pulling 200k+ impressions daily at $3+ CPM.
Video performs best when it demonstrates actual product usage. Show someone actually using your DEX — don't animate logos and buzzwords. The crypto community responds to authenticity, not polish. This is the same lesson covered in our crypto marketing strategies for Web3 teams post.
Embedded banners
Least intrusive option, sitting within the app interface without covering content. Nearly 650k daily impressions at $0.40+ CPM. These work well for building brand awareness rather than driving immediate conversions.
Think of embedded banners as your always-on presence. They're best for established projects that want consistent visibility without aggressive promotion.
Official Telegram Ads (sponsored messages)
Telegram's official advertising platform targets public channels with 1,000+ subscribers. Sponsored messages appear below all posts when users scroll to the bottom of channel content.
The targeting is intentionally limited — Telegram doesn't use private user data, so you manually select channels. This actually works in crypto's favour: you can target specific communities directly instead of relying on algorithmic guesses about user intent.
What it costs
Pricing is CPM-based. The platform's floor is around 0.1 TON per 1,000 impressions (~$0.34), but real-world rates depend heavily on the channel category:
| Channel category | Typical CPM | Notes |
|---|---|---|
| Crypto / Finance | €5–€15 | Highest-CPM vertical, very competitive auctions |
| Technology | €3–€8 | Solid for B2B Web3 + infra projects |
| Gaming | €2–€6 | Strong fit for GameFi and NFT |
| General interest / Entertainment | €0.50–€4 | Cheapest reach, lowest intent |
Source: SmitLink Telegram Ads pricing guide, RichAds Telegram pricing breakdown.
Minimum budgets and the agency loophole
Telegram's official direct-account minimum is €2,000,000. That puts the platform out of reach for almost every project running its own marketing in-house.
The standard route is through certified Telegram Ads agencies, which pool budget and can launch campaigns starting at €3,000–€5,000 per advertiser. This is where most crypto projects actually buy Telegram Ads. We cover the broader spend allocation question in how to spend a $10,000 Web3 marketing budget.
Creative format
Sponsored messages are deliberately simple: small header, 150+ character message with emojis, icon, and a CTA button. The constraint forces you to focus on a single core value proposition.
What performs? Messages that feel native to crypto Telegram culture. References to "DYOR," "diamond hands," or specific market conditions resonate better than generic marketing speak. The community appreciates when you actually speak the language. Forced meme usage backfires fast — see 7 Web3 GTM mistakes that keep killing token launches for the broader pattern.
Traditional channel advertising
Direct negotiation with channel owners predates the official Telegram Ads platform and remains popular for targeting specific crypto niches. It's the most flexible model — you negotiate creative, placement, timing, and pinning.
The challenge is scale. Negotiating with dozens of channel owners individually is time-intensive and the quality of relationships varies dramatically. Most crypto marketing agencies handle this on behalf of clients; we cover the broader landscape in top 10 crypto marketing agencies in 2026.
Successful channel advertising requires understanding each community's culture. A Bitcoin maximalist channel responds to fundamentally different messaging than a DeFi yield-farming group. Generic crypto ads perform poorly across most channels — you can't run one creative across the whole crypto Telegram and expect it to work.
Telegram KOL marketing: what the numbers say
Channel-owner deals shade naturally into KOL (key opinion leader) marketing. Here the data is unusually clear:
- Native ads in channel-owner voice drive 3–5× better engagement than standard sponsored messages, because the audience trusts the channel operator's recommendation. (KolHQ)
- Mid-tier KOLs (50,000–250,000 subscribers) deliver ~30% higher ROI than millionaire-account macro influencers.
- Micro KOLs (5,000–30,000 subscribers) generate ~45% more trust signals than macro accounts in crypto-specific verticals.
- Premium KOL posts on major channels (500k+) routinely produce 100,000+ impressions and thousands of website visits within hours.
- Telegram KOL marketing accounts for ~17.5% of total crypto marketing spend, with budgets typically running $3,000–$50,000 per month.
The micro vs macro question keeps coming up — we go deeper in micro KOLs vs mega KOLs in 2026.
The headline takeaway: in 2026, the highest-ROI Telegram KOL motion is mid-tier and micro KOLs combined with at least one other channel. KOL-only campaigns underperform by ~40% versus campaigns that also pair Telegram reach with PR, AMA, or community-management work.
Mini App case studies that crossed 20M+ users
The Mini App ecosystem now has multiple proof points that genuinely demonstrate what's possible. These aren't projections — they're shipped outcomes you can verify on-chain and in TON ecosystem trackers (Earlybird, BingX TON Mini Apps roundup).
Notcoin
- 35 million users in 3 months
- Peak DAU exceeded 6 million
- The original tap-to-earn breakout that proved the Mini App distribution surface could move on a TikTok-style growth curve.
Catizen
- 20 million users in 4 months
- $300M+ in-game transaction volume
- Demonstrated that Mini Apps can sustain real economic activity, not just airdrop-farming behaviour.
Major
- 70 million total users
- ~40 million monthly actives
- Currently one of the largest active Mini App audiences in the ecosystem.
The lesson isn't that any new project can replicate these — these were once-in-a-cycle launches. The lesson is that Mini App distribution is now a genuine top-of-funnel channel for crypto products, with retention curves that beat most native mobile apps. If you have a product that fits the format, building a Mini App in parallel with your main product is one of the highest-leverage moves available.
If you need help shipping one, see our Telegram bot development services — Mini Apps run on the same Bot API surface.
Geographic targeting that actually works
Telegram's audience is genuinely global, and the geographic split is meaningfully different across formats and verticals:
- Mobile traffic, trading verticals: Bangladesh, Indonesia, Turkey, India, Philippines, Vietnam, Nigeria show strong engagement.
- Desktop traffic, trading verticals: US, Vietnam, Turkey, France, Philippines — suggesting more sophisticated, multi-screen traders.
- Gaming / GameFi Mini Apps: SEA + LATAM dominate user volume.
A practical pattern: tier emerging markets for mobile-first, accessible products with low entry barriers, and target established markets on desktop with more sophisticated trading and infrastructure tools.
One caveat: regulatory environments in these markets shift rapidly. A geo that's performing well today can become problematic if local authorities reverse position on crypto. Build a quarterly review into your media plan.
Compliance and risk management
Telegram advertising in crypto requires careful attention to regulatory compliance. Different geos have very different rules, and enforcement is becoming more aggressive — particularly in the EU, UK, and US.
Avoid direct financial advice or investment recommendations. Focus on product features and let users make their own decisions. Phrases like "potential returns" hold up better than "guaranteed profits." Maintain clear disclaimers and risk warnings, especially when targeting regulated markets. The extra text might cost a couple of conversion points, but it protects against ad-account suspensions and regulatory action.
The official Telegram Ads platform is also stricter than third-party Mini App networks — your creative review will catch borderline language before publication. Treat that as a feature, not a bug.
Budget allocation: what a balanced 2026 Telegram media plan looks like
Most successful crypto projects use a diversified mix across multiple formats and channels. Putting all budget into one surface creates unnecessary fragility (and Telegram's ad networks do go through periods of throttling individual verticals).
A representative allocation we see working for early-to-mid-stage token projects:
| Surface | % of Telegram budget | Why |
|---|---|---|
| Mid-tier KOLs / channel deals | 40–50% | Best blend of reach + trust + targeting |
| Mini App ad networks (push + interstitial) | 25–35% | Highest-CTR surface, best for product trial |
| Official Telegram Ads (sponsored msgs) | 15–25% | Brand-safe reach into crypto-native channels |
| Always-on community management | flat retainer | Without this, every paid acquisition leaks back out |
Start with smaller test budgets per surface to validate creative performance — Mini Apps and sponsored messages typically show signal within 24–48 hours, fast enough to optimise weekly.
Measuring success beyond CTR
Crypto projects need to track signals that matter beyond ad-platform KPIs. Community growth, engagement quality, and long-term holder retention say more than immediate click-through rates.
What we track for clients:
- On-chain wallet inflows tied to specific campaign waves (the only real attribution signal in crypto)
- Telegram channel growth + engagement quality, not just follower count
- Sentiment shifts across community channels (Telegram, Discord, X)
- Token holder behaviour — users acquired through different surfaces show different holding patterns
- Mini App day-7 / day-30 retention when applicable
This is the same measurement framework we ship under every BlockAI marketing engagement — see the BlockAI cases page for representative outcomes.
Advanced techniques for 2026
Cross-channel integration
The most effective campaigns integrate Telegram advertising with broader marketing motions. Use Telegram ads to drive users into AMAs, pair with influencer campaigns on X, or amplify major announcements like CEX listings or product releases. Timing coordination across channels compounds impact dramatically — a Telegram ad campaign timed with a tier-1 PR placement and a CMC trending push can do more in 48 hours than a month of standalone activity.
Community-driven creative development
Some successful crypto projects involve their communities in creative development — running polls about ad messaging, taking targeting suggestions, or featuring community-generated content directly in ads. This builds stronger community investment and produces messaging that lands more authentically than agency-developed creative.
Bot-driven on-page conversion
Integrating Telegram bots with ad campaigns lets you respond to interested users instantly. When someone clicks your ad, they can immediately access support, trading interfaces, or educational content — without bouncing to a slow website on a mobile connection. This single change frequently lifts conversion rates 2–3× compared to ad → website flows. Our 10 Telegram bots crypto marketers actually use post lists the tooling.
What's changing through 2026
Telegram continues to expand its advertising capabilities — new creative formats, better targeting, improved analytics, and clearer pricing. The Mini App ecosystem is also maturing past the pure airdrop-farming phase: analysts now expect audience growth to slow while product quality, real usage, and monetisation models evolve.
The crypto space is also maturing in parallel. Users are getting more sophisticated, regulatory environments are clarifying (in both directions), and institutional interest is growing. Successful crypto projects are already adapting by focusing more on product utility and less on speculative appeal — a trend that will accelerate as the cycle matures.
Frequently asked questions
How much do Telegram ads cost in 2026?
Mini App ads start at $0.0015 per click (push format) and $0.40 CPM (embedded banners). Interstitial banners average $1.50 CPM, and video runs $3+ CPM. Official Telegram Ads (sponsored messages) start at 0.1 TON / 1,000 impressions (~$0.34) but realistic CPMs in crypto channels run €5–€15. (RichAds 2026 pricing guide)
What's the minimum budget to run Telegram Ads?
Direct-account access requires a €2M minimum. Through certified agencies (the practical route for almost everyone), you can launch with €3,000–€5,000 initial deposit. Mini App networks typically require $50–$200 daily to get meaningful data.
Are Telegram Mini App ads worth it for crypto projects?
For most crypto projects with a Mini App or a product that fits the format — yes. Mini App ad placements regularly achieve 20–40% CTR (PropellerAds report) and 7-day retention of 30–50% vs 5–10% for traditional dApps. The economics are dramatically better than mobile install ads.
What KOL tier delivers the best ROI on Telegram?
Mid-tier KOLs (50,000–250,000 subscribers) deliver about 30% higher ROI than million-plus accounts. Micro KOLs (5,000–30,000) generate 45% more trust signals. The lowest-ROI move is putting the entire budget into a single mega-influencer.
Can I target specific crypto users on Telegram Ads?
Not in the traditional ad-tech sense. Telegram doesn't share private user data. You target by channel selection — picking specific public channels whose audience matches yours. This is actually an advantage in crypto: you can place ads in front of audiences with very high topical alignment.
How do Telegram ads compare to Twitter/X ads for crypto?
Telegram has higher engagement rates and better targeting via channel selection, but smaller addressable creative formats. Twitter/X has better top-of-funnel reach for narrative-driven content. The right answer for most projects is to use both — Telegram for community + conversion, X for awareness and narrative. We compare the two in detail in our Twitter promotion explainer.
What creative format works best for token projects?
For pre-launch and launch-window campaigns: interstitial videos in Mini Apps (best for product demos) + mid-tier KOL native posts (best for trust signals). For post-launch growth: embedded banners + sponsored messages in crypto-native channels for sustained reach.
Should I work with an agency or run Telegram ads in-house?
Below ~$10k/month in Telegram spend, in-house with one specialist channel buyer is usually fine. Above that — and especially if you're combining KOL deals + Mini App networks + sponsored messages + community management — agency support pays for itself in negotiation leverage and creative iteration speed. See the BlockAI marketing services page for our model.
Sources & further reading
- DemandSage — Telegram Users Statistics 2026
- Business of Apps — Telegram Revenue and Usage Statistics 2026
- PropellerAds — State of Telegram Mini App Advertising 2025
- Earlybird — The Telegram Mini Apps Revolution
- RichAds — Telegram Ads pricing and statistics 2026
- SmitLink — Cost of Telegram Ads in 2026
- BingX Learn — Top TON Mini Apps in the ecosystem 2026
- KolHQ — Crypto Telegram Marketing 2025
- ChainPeak — 2026 Telegram Mini-App Marketing Complete Guide
- Telegram Ads — official platform
Want help running Telegram campaigns at production scale? BlockAI runs end-to-end Telegram engagements — KOL deals, Mini App media buys, official Telegram Ads, community moderation, and custom Mini App development — under one project lead. Browse our case studies for representative outcomes, or message @Block_AIBot to scope a campaign.
