Which format to choose
Broadcasts, Reply Ads, subscribers or bot launches: prices and goals compared — which Telegram bot ad format to choose.
MGRAM has four formats. They show ads differently and charge differently, so the choice depends on your goal.
Format comparison
| Broadcasts | Reply Ads | Subscribers | Launches | |
|---|---|---|---|---|
| What it looks like | A post in the bot chat as a regular message | An ad right after the bot's answer | An offer to join a channel or chat | An offer to open a bot or Mini App |
| Price | from 0.03 ₽ per message | from 120 ₽ per 1,000 impressions | from 1.10 ₽ per subscription | from 1 ₽ per launch |
| When money is charged | Reserved at order, refund for undelivered | For each actual impression | For each actual subscription | For each actual launch |
| When it starts | In the chosen slot, automatically | After you press “Start” | After you press “Start” | After you press “Start” |
Broadcasts
The post is sent to the chosen bot audience at the right time. Best when you need a big reach by a specific hour: a promo, a launch, a sale.
- A regular broadcast is 0.03 ₽ per message, SMART is 0.04 ₽.
- Each audience filter adds 0.01 ₽ per message.
- Details — How broadcasts work.
Reply Ads
The ad reaches a person right after the bot answers their message or button tap — when they are looking at the chat. Best for a steady flow of clicks paid strictly for results.
- 120 ₽ per 1,000 delivered impressions, each paid filter adds 2.5 ₽ per 1,000.
- The budget is not frozen in advance: money is charged after each impression.
- Details — What are Reply Ads.
Channel or chat subscribers
Real bot users join your channel or chat.
- From 1.10 ₽ per confirmed subscription.
- If a person leaves within 24 hours, the money for them is returned to your balance.
- Details — Channel subscribers.
Bot or Mini App launches
Users open your bot or Mini App.
- From 1 ₽ per counted launch; launches are not refunded.
- Details — Bot launches.
How to choose
- You need reach by a specific time — broadcast.
- You need a steady flow of clicks and pay only for results — Reply Ads.
- You are growing a channel or chat — subscribers.
- You need new users in a bot or Mini App — launches.
- You don't know which bots fit — a SMART broadcast or Reply Ads without extra filters.
Example calculation
- A broadcast of 20,000 messages with one geo filter: 20,000 × (0.03 + 0.01) ₽.
- 50,000 Reply Ads impressions without filters: 50 × 120 ₽.
- 300 subscribers at the base price: 300 × 1.10 ₽.
The bot always shows the exact amount before payment.
Not sure? Run small orders in two formats and compare the cost per click in analytics.