As digital advertising becomes increasingly saturated, businesses in India are exploring innovative platforms to connect with their target audiences. Telegram, a privacy-focused messaging app with over 1 billion monthly active users globally, has emerged as a powerful channel for marketers. In India, one of the world’s largest and most dynamic digital markets, Telegram’s popularity is soaring, offering brands a unique opportunity to engage with highly active, niche communities. This comprehensive guide will walk you through everything you need to know to advertise on Telegram in India in 2025, from understanding the platform’s potential to launching and optimizing successful campaigns.
Why Telegram Advertising Matters in India
India is a digital powerhouse, with over 900 million internet users and a rapidly growing smartphone penetration rate. Telegram has capitalized on this trend, becoming a go-to platform for millions of Indians due to its privacy features, seamless user experience, and vibrant community ecosystem. Here’s why Telegram deserves a spot in your marketing strategy for 2025:
1. Massive and Engaged User Base
As of 2025, Telegram is expected to have nearly 500 million users in India, making it one of the country’s most popular messaging apps. According to Demand Sage, almost half of India’s 1.4 billion population uses Telegram as a primary messenger, with users spending an average of 30–40 minutes daily engaging with channels, groups, bots, and mini-apps.
Unlike platforms like Instagram or YouTube, where ads can be skipped or ignored, Telegram’s minimalist interface fosters trust, resulting in click-through rates (CTR) of 1–2% for well-targeted campaigns.
2. Niche Communities for Precision Targeting
Telegram’s ecosystem is built around channels and groups dedicated to specific interests, such as Bollywood, cricket, technology, education, finance, and regional communities (e.g., Tamil Nadu or Mumbai-based groups).
3. Cost-Effective Advertising
Compared to Google Ads or Meta’s advertising platforms, Telegram offers a budget-friendly alternative. Official Sponsored Messages start at just 0.1 Toncoin per 1,000 impressions (approximately $0.28 USD)
4. Diverse Ad Formats
Telegram supports a variety of advertising methods, including Sponsored Messages, direct collaborations with channel admins, bot integrations, and native ads in mini-apps. Whether you’re aiming for brand awareness, lead generation, or app installs, Telegram’s flexible formats cater to diverse campaign goals.
5. High Response Rates
India consistently ranks among the top geos for advertisement response rates across multiple traffic sources. According to RichAds’ monthly reports, India frequently appears as a leading geo for Telegram ad campaigns, particularly in verticals like gambling, e-commerce, finance, and education.
Telegram’s Advertising Options: A Deep Dive
To create a successful Telegram campaign in India, you need to understand the platform’s advertising ecosystem. Below is a detailed breakdown of the available methods.
1. Telegram Sponsored Messages
Telegram’s official ad platform (Telegram Ads) allows businesses to display Sponsored Messages in public channels with 1,000+ subscribers. These ads are:
- Text-Based: Limited to 160 characters, with a link to a Telegram channel, group, or bot.
- Targeted: Based on channel topics (e.g., cricket, education, technology), language (English, Hindi, or regional languages like Tamil or Telugu), and inferred user interests.
- Cost: Priced on a Cost-Per-Mille (CPM) basis, starting at 0.1 Toncoin. Higher CPMs (e.g., 0.5 Toncoin) ensure priority placement in competitive niches.
- Moderated: Ads must adhere to Telegram’s strict policies, prohibiting misleading claims or profanity.
Note: The Euro-cabinet of Telegram Ads, while not fully available in India, offers advanced features like fiat payments (euros), external link traffic, and graphic/video banners.
You cannot run ads with banners, videos or links to external sites on the Indian audience. However, Indian companies can use these features when promoting their products to the audience of countries where the Euro-cabinet of Telegram Ads is available.
A new feature has recently appeared in Telegram Ads — contextual advertising in search. It allows you to raise your channel or chatbot in search queries through the messenger's built-in search. The new feature is great for promoting a business to an engaged audience interested in solving a specific issue. It also helps to promote at the expense of competitors. For example, you can make your channel or blog appear at the top when people search for a competitor's channel.
2. Direct Channel Collaborations
Partnering with channel admins allows for authentic, native advertising. Options include:
- Sponsored Posts: Promotional messages posted as regular content.
- Reposts from your channel
- Pinned Messages: Ads fixed at the top of a channel for maximum visibility.
- Shoutouts: Mentions in posts to drive traffic to your channel or website.
Costs vary significantly—$5 for a small channel to $2,000+ for mega-channels with millions of subscribers. Channels focused on humor or entertainment often offer the lowest rates, while business or finance channels command premium prices. Engagement rates for well-crafted posts can reach CTRs of 2–5%.
To purchase such advertising, you can write directly to the authors of the channels you are interested in. Or use special exchanges that help automate the negotiation process. However, keep in mind that such services charge a commission for their services (on average, about 20%)
3. Telegram Bots for Advertising
Telegram bots are highly popular in India, often boasting larger audiences than channels. Advertising through bots is typically 30–50% cheaper than channel posts and can be executed in two ways:
- Mass Messaging: Sending promotional messages to active bot subscribers, similar to email newsletters.
- Interface Integration: Requiring users to subscribe to your channel or perform an action (e.g., clicking a link) to unlock bot features.
4. Mini-App Advertising
Telegram’s mini-apps, particularly tap-to-earn games and utility apps, are a goldmine for advertisers in India. With over 90 million global mini-app users, these platforms support:
- Banner Ads: Displayed during gameplay or navigation.
- Rewarded Ads: Users watch ads for in-app rewards (e.g., virtual currency).
- Native Integrations: Brands sponsor features, such as a fitness app offering branded workout challenges.
Such advertising can be purchased directly from the authors of mini-apps, or through specialized exchange platforms. Most often, this type of promotion is used by game developers, betting companies or developers of other mini-apps.
Step-by-Step Guide to Launching a Telegram Ads Campaign in India
Follow these detailed steps to create and optimize a Telegram advertising campaign tailored to the Indian market.
Step 1: Define Clear Objectives and Audience
Begin by outlining your campaign goals:
- Brand Awareness: Increase visibility for a new product or service.
- Traffic: Drive users to a website, Telegram channel, or app.
- Conversions: Generate app installs, sign-ups, or purchases.
- Engagement: Grow your Telegram channel or group.
Next, create a detailed audience persona:
- Demographics: Age (e.g., 18–34 for gaming, 25–44 for finance), gender, income level.
- Location: Target specific states (e.g., Maharashtra for tech, Karnataka for startups) or urban vs. rural areas.
- Interests: Align with Telegram’s niche communities (e.g., cricket fans, UPSC aspirants, Bollywood enthusiasts).
- Behavior: Are they active in groups (interactive) or channels (passive consumers)?
Example: An e-commerce platform targets females aged 18–35 in urban areas like Delhi and Bangalore, interested in fashion and deals, who engage in shopping channels.
Step 2: Choose the Optimal Advertising Method
Select the method that aligns with your goals and budget:
- Sponsored Messages: Ideal for broad reach and brand awareness (e.g., launching a new app).
- Channel Collaborations: Best for authentic engagement with niche audiences (e.g., fashion or education).
- Bots/Mini-Apps: Perfect for interactive or transactional campaigns (e.g., e-commerce or gaming).
Step 3: Find Relevant Channels or Bots
If opting for channel collaborations or bot advertising:
- Use Telegram’s internal search to find relevant channels (e.g., “India Deals” or “Tech India”).
- Explore the “similar channels” section or Telegram channel catalogs like Telemetr.me.
- Contact channel admins directly or use advertising exchanges to automate the process
Step 4: Partner with an Advertising Agency (Optional)
For Telegram Sponsored Messages or mini-app ads, consider partnering with a professional agency like SMIT.LINK. Agencies handle the full cycle—account setup, creative development, targeting, and optimization—saving you time and ensuring compliance with Telegram’s policies.
Contact us and we will provide you with detailed free consultation on launching your first advertising campaign in Telegram Ads.
Step 5: Set Up Your Ad Account
For Sponsored Messages
- Visit ads.telegram.org and log in with your Telegram account.
- Create an account type (personal or organization).
- Purchase Toncoin via credit card, crypto exchanges (e.g., Binance), or P2P markets.
- Transfer Toncoin to your ad balance.
- Verify your account to unlock higher budgets.
Step 6: Craft High-Converting Ad Creatives
Your ad’s success hinges on its ability to resonate with Indian audiences. Follow these guidelines:
- Sponsored Messages:
- Keep it concise (160 characters): “Learn UPSC tricks for free! Join now.”
- Highlight benefits: “Get 50% off fashion deals!” or “Win big with IPL betting!”
- Use strong CTAs: “Shop Now,” “Join Free,” “Claim Today.”
- Channel Posts/Bot Messages:
- Incorporate visuals (photos/videos) for higher engagement.
- Use local references (e.g., “Celebrate Diwali with exclusive deals!”).
- Test emotional triggers (e.g., urgency: “Offer ends tonight!”).
- Mini-App Ads:
- Design banners or videos that blend seamlessly with the app’s interface.
- Offer rewards (e.g., “Watch this ad for free game coins!”).
A/B Testing: Test 5–10 creative variations per campaign (e.g., “Free Trial” vs. “Start Now”) using tools like SplitSignal to identify high-performing ads.
Step 7: Configure Precise Targeting
Effective targeting ensures your ad reaches the right Indian users:
- Sponsored Messages:
- Select channel topics
- Choose languages (English, Hindi, or regional languages).
- Target interests based on channel subscriptions (e.g., UPSC aspirants).
Step 8: Set Budget and Bidding Strategy
- Sponsored Messages: Start with a CPM of 0.1 Toncoin; increase to 0.3–0.5 Toncoin for competitive niches like betting or e-commerce. Set a daily budget to control spending.
Step 9: Launch, Monitor, and Optimize
- Launch: Submit ads for moderation and start
- Monitor: Use Telegram’s analytics for impressions, clicks, and CTR
- Optimize:
- Pause ads with CTR below 0.5%.
- Shift budget to top-performing channels, creatives, or geos.
- Use blacklists to exclude low-performing traffic sources.
Step 10: Scale and Diversify
Once you identify winning strategies:
- Increase budget by 20–50% for high-ROI campaigns.
- Test new formats (e.g., shift from Sponsored Messages to mini-app ads).
- Build your own Telegram channel to retarget users with organic content.
Advanced Strategies for Telegram Advertising in India
To outperform competitors, adopt these advanced tactics tailored to the Indian market:
1. Leverage India-Specific Trends
Align campaigns with cultural and seasonal events:
- Diwali (October/November): Promote e-commerce deals or festive gifting with urgency (“Shop now for Diwali discounts!”).
- IPL Season (March–May): Target cricket fans with betting or sports merchandise ads in channels like “IPL Updates India” (500,000 subscribers).
- Exam Season (February–April): Advertise edtech platforms or study materials in UPSC or JEE preparation channels.
- Independence Day (August): Highlight patriotic themes for retail or travel ads.
3. Use Bots for Automation
Deploy bots to:
- Send personalized offers (e.g., “Hi Priya, claim your 20% discount!”).
- Collect user data via quizzes or surveys.
- Process payments within Telegram/
Tool: Use @BotFather to create custom bots or hire developers on platforms like Fiverr ($50–$500).
4. Track Competitors
Use tools like Telemetr.me to monitor competitors’ Telegram channels and ad posts. Analyze their creatives, posting frequency, and engagement to refine your strategy.
5. Experiment with Regional Languages
India’s linguistic diversity offers unique opportunities. Create ads in Hindi, Tamil, Telugu, or Bengali to connect with regional audiences.
Conclusion:
Telegram is a goldmine for businesses aiming to tap into India’s vibrant digital market. With its massive, engaged user base, niche communities, and cost-effective ad formats, the platform offers unparalleled opportunities to drive traffic, conversions, and brand loyalty. By defining clear objectives, selecting the right advertising method, crafting compelling creatives, and optimizing with data-driven insights, you can unlock Telegram’s full potential in 2025.
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