Telegram's management presented a proprietary advertising platform and talked about the features of its work. Pavel Durov personally shared the details about the service, noting that advertising messages will in no way affect the convenience of using the messenger for ordinary users.
From now on, the so-called "Sponsored Messages" will appear in Telegram, at the bottom of the channel's feed. They are available for channels with over 1000 subscribers. The message itself is limited to 160 characters and should not contain photos and links to third-party platforms - only a link to a bot or another Telegram channel is allowed. A prerequisite has also become the correspondence of the advertising message to the subject of the site. In addition, advertisements will be moderated. Profanity, vulgarity, vague description, excessive or useless editing of the text itself, intrusive or useless use of emoji, lists are prohibited. More information about the rules can be found at the link .
The platform has now been launched in test mode. The management of the messenger promised to share advertising revenues with the channel owners, but only after the messenger has covered its basic costs, in order to continue to be completely free for users. The minimum cost per thousand impressions has also been set - it is € 2, and the minimum budget for launching an advertising campaign is € 2 million: € 1 million of them is transferred as a deposit, and the second million can be returned only if the advertiser over the last 12 months will spend € 10 million or more on the site.
For comparison, the average cost of 1000 impressions in Telegram channels in the form of regular messages is now estimated by administrators at € 30. Pavel Durov noted that advertising messages will not be displayed in the chat list, personal conversations or groups.
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