Telegram remains a working advertising channel. A study by ad2sub found that the reach of a typical post in the messenger has not declined over the past six months.
For media buyers purchasing ads in Telegram channels or scaling audiences through the platform, this is a key signal. Channels with hundreds of thousands of subscribers function as full advertising inventory. For verticals like finance, crypto, gambling and nutra, Telegram is a primary traffic source.
What stable reach means
When a platform grows and organic reach holds, the cost per contact does not rise alongside competition. That benefits buyers working with native integrations and seed placements.
Telegram's algorithms do not cut impressions the way Facebook or Instagram do. A subscriber who joins a channel sees the post. The result is transparency. You buy a placement and get a real contact with the audience, not a game with an algorithm.
With reach holding, channel selection shifts toward audience quality. Engagement rate reflects real interest. CPM should be tracked over time: if reach is stable but placement prices climb, the channel is overpriced. Native formats benefit most, since the reader sees the post rather than scrolling past it in a feed.
The ad2sub study addresses a frequent concern in campaign planning — that the platform is losing delivery. Six months without a drop in reach suggests the channel remains predictable. That matters when calculating ROI.
