Definition
Telegram introduced Mini Apps (originally Web Apps) in 2022: a bot can open a web page inside the messenger with access to the user's theme, language and a payment interface. Games, tap-to-earn apps, exchanges, utilities and media run this way and built large audiences in the markets where Telegram is the main messenger. Their developers monetize with ad SDKs that request banners and native cards from ad networks, which is the inventory this term describes.
How Telegram Mini App ads work
- A Mini App developer adds a network's SDK to the app and places a 320×50 banner slot or a native card slot.
- When the slot renders, the SDK requests an ad with the user's GEO, language, device and the app's category.
- The network auctions the request among matching campaigns and returns the winner's creative.
- The impression is billed at the CPM bid, or the click at the CPC bid, depending on the campaign.
- The click opens the advertiser URL in Telegram's in-app browser or the device browser.
Creative and targeting notes
Creative follows the two slot types: a standard 320×50 banner or a native card with a square image and a title of up to 40 characters. Targeting adds the Mini App category (games, finance, utilities, media) to the usual GEO, language, device and OS, and a source ID per app for whitelists. Audiences skew toward GEOs where Telegram is a primary messenger: Russia and the CIS, Iran, India, Brazil, Indonesia and parts of Africa.
Who advertises in Mini Apps
Advertisers whose users already live in Telegram: iGaming and crypto-adjacent finance apps, streaming and media, sweepstakes, other Mini Apps and bots acquiring users. The format is young, so volume is a fraction of pop or push, and the attraction is an audience that is hard to reach on the open web.
Related terms
| Term | Relation | Where defined |
|---|---|---|
| Banner ads | The 320×50 slot | Term page |
| Native advertising | The card slot | Term page |
| CPM | Pricing model | Term page |
| Traffic source | Each Mini App is a source | Term page |
FAQ
What is a Telegram Mini App?
A web application that opens inside Telegram through a bot, with access to the user's theme and language and to Telegram's payment and sharing features. Games, exchanges and utilities are the common types.
How are Mini App ads priced?
Per thousand impressions for banners and per click for native cards on most networks; the minimum bid per GEO is shown in the platform.
Can I target a specific Mini App?
Yes, through its source ID in reporting and whitelists, and more broadly through the Mini App category.