Telegram, one of the world's largest messaging platforms, has unveiled a major shift in its advertising monetization strategy, placing Toncoin at the center of its payment ecosystem. Founder and CEO Pavel Durov revealed that the company will use the TON blockchain exclusively for all ad payments and withdrawals, and will share 50% of the ad revenue with channel owners. This move signals Telegram's deepening commitment to cryptocurrency and offers a lucrative new opportunity for content creators.
From 10% to Full Monetization
Telegram had previously tested ad monetization through “privacy-conscious” sponsored messages in large channels, but Durov noted that this approach only captured about 10% of the platform's traffic. Telegram's broadcast channels generate over 1 trillion daily views, most of which remain unmonetized. The new ad platform will be open to all advertisers in over 100 countries, allowing them to place ads directly in channels. All transactions will be settled using Toncoin on the TON blockchain. Durov stated: "To ensure ad payments and withdrawals are fast and secure, we will exclusively use the TON blockchain."
50% Revenue Share: A Creator Economy Catalyst
Durov emphasized that Telegram is adopting a revenue-sharing model similar to X (formerly Twitter), starting in March with 50% of ad revenue returned to channel owners. The concept was first announced in 2021, when Telegram said it would begin sharing ad revenue with public channel owners after covering its basic costs. Durov hopes this will create a "virtuous circle" where channel owners can reinvest their earnings to promote their content, amplifying both reach and revenue.
Toncoin's Expanding Role and Future Outlook
Toncoin is not new to Telegram's payment infrastructure. The platform previously used the TON blockchain for processing payments for usernames and premium memberships. Now, with ad monetization added, Toncoin's utility expands significantly. Durov noted that channel owners can withdraw their ad earnings to external wallets at any time via the TON network, bypassing traditional finance. Analysts believe this strategy will boost demand for Toncoin and reinforce Telegram's long-term vision of decentralization.
As Telegram's ad platform rolls out globally, Toncoin's role as the payment medium becomes ever more critical. Durov concluded: "By returning 50% of ad revenue to creators, combined with the efficiency of the TON blockchain, we believe Telegram can become one of the most attractive content and advertising ecosystems in the world."