Telegram, one of the world's largest messaging platforms, has unveiled a major update to its advertising monetization strategy, placing Toncoin (TON) at the core of its payment infrastructure. CEO Pavel Durov announced that the platform will open its ad network to all advertisers across more than 100 countries, using the TON blockchain exclusively for settlement and withdrawals.
Unlocking Trillion Daily Views
Telegram's broadcast channels generate over one trillion daily views, yet only about 10% of this traffic has been monetized through the existing 'privacy-conscious' sponsored message system. To address this gap, Durov revealed a new approach that fully opens the ad platform to external advertisers. "To ensure ad payments and withdrawals are fast and secure, we will exclusively use the TON blockchain," he stated, emphasizing that Toncoin will serve as the sole currency for transactions.
50% Revenue Sharing with Channel Owners
Starting in March, Telegram will share 50% of all ad revenue generated from channel-related advertisements directly with the channel owners. This revenue-sharing model mirrors that of X (formerly Twitter), which implemented a similar program in 2021. Durov expressed hope that this would create a "virtuous circle" where creators can monetize their content and reinvest the earnings into further promotion, boosting overall platform engagement.
Toncoin's Expanding Role in Telegram Ecosystem
Telegram has previously leveraged Toncoin for other payment needs, including platform username auctions and Premium membership fees. With the ad monetization update, Toncoin's utility deepens: channel owners can withdraw their ad earnings in Toncoin at any time, offering a seamless crypto-native exit. The decision reinforces Telegram's commitment to building a blockchain-integrated economy within its massive user base, potentially attracting more developers and users to the TON network.
This strategic move not only incentivizes content creators but also solidifies Toncoin's position as a practical crypto payment method for social media platforms. Market observers will be watching closely to see whether this drives broader adoption of TON and sets a precedent for other messaging apps to follow.