PropellerAds, a leading global ad platform focused on performance-driven solutions, has published its annual report, The State of Telegram Mini App Advertising in 2025. The analysis details how Telegram Mini Apps (TMAs) have matured from a hype-fueled trend into a reliable and predictable advertising channel with consistent user engagement and advertiser value.
Quick Intel
Telegram Audience and Mini App Growth Trajectory
Telegram expanded its user base significantly, growing to 1 billion monthly active users between March 2024 and March 2025. Half of these users now engage with Mini Apps, establishing TMAs as one of the platform's fastest-growing in-app environments. While regional restrictions impacted activity in markets such as Vietnam, Nepal, and Kenya, global advertiser participation stayed stable throughout the year.
Stabilization After Initial Hype Cycle
Mini App usage experienced a sharp correction after reaching 1.44 billion monthly active users in September 2024. The decline stemmed largely from churn in tap-to-earn and reward-farming applications. The resulting audience is smaller but more engaged and consistent, gravitating toward utility-focused, AI-enhanced, and service-based Mini Apps that provide genuine value.
Superior Engagement and Cost Efficiency
Telegram Mini App ad formats stand out for their high engagement levels. Click-through rates between 20% and 40% across key geographies outperform many conventional ad placements. Cost-per-click remains attractive, particularly in emerging markets where rates hover near $0.01. Tier-1 regions command higher CPCs but offer higher-quality, more responsive traffic suitable for premium campaigns.
Vertical Performance and Category Leadership
Industry breakdown shows iGaming as the dominant vertical, representing 22.37% of Mini App ad impressions in 2025. Finance follows closely at 19.67%, with e-commerce and media also securing significant shares. Despite stricter moderation and the removal of certain iGaming apps, the vertical maintains robust advertiser interest due to improved traffic quality, predictability, and in-app engagement compared to Telegram channel advertising.
Blockchain Segment Evolution
Telegram's emphasis on TON-native Mini Apps has reshaped the blockchain category. While the total number of crypto projects decreased, surviving applications exhibit greater stability, regulatory compliance, and deeper ecosystem integration, supporting more sustainable advertising opportunities.
Outlook for a Mature Ecosystem in 2026
The report positions the Telegram Mini App ecosystem as entering a mature phase. Growth has transitioned from explosive to steady, with ongoing improvements in product quality, monetization approaches, and advertiser trust. This development solidifies Mini Apps as a dependable performance advertising channel within Telegram's broader ecosystem, offering long-term value for brands in SaaS, fintech, gaming, and e-commerce sectors.
About PropellerAds
PropellerAds is a leading global ad platform specializing in performance-driven advertising solutions. The company delivers innovative formats and targeting capabilities to help advertisers achieve measurable results across diverse verticals and geographies. For more information, visit propellerads.com.
TechIntelPro empowers B2B technology decision-makers with the latest industry trends, deep insights, leadership perspectives and actionable intelligence to drive both organizational and professional milestones—and thrive on the tech pulse.