Post design: rules and examples

Moderation checks every post before its first display.

A post passes quickly when three things are clear at a glance: what is advertised, who advertises it, and what happens after tapping the button.

In short

• One clear idea: what you offer and why it matters to the reader.
• The name of your channel, bot, or service — in the first line.
• The link leads to your resource, to what the post talks about.
• The image is a landscape 1280 × 720 px banner.
• Casino and 18+ only with a mark. More in Placement rules.

Reply Ads posts

A Reply Ad is a short message the user sees right under the bot's reply. They came to the bot for their own task, so the ad has a couple of seconds.

What matters:

• text — up to 160 characters;
• one button with a clear action;
• an image is optional, but if there is one — only a banner.

Reply Ad text

Start with the name and the benefit. The second line — what's happening now or what the person gets.

• Write in normal letters, no all caps.
• No more than 2–3 emoji.
• Don't paste a link into the text — that's what the button is for.

Button and link

A button is a short verb: “Open channel”, “Play ▶️”, “Download video”.

• One button. Three identical “GET” buttons in a row look like spam.
• The link leads to your channel, bot, or website.
• Not allowed: link shorteners, redirects, sites posing as Telegram.

Images in Reply Ads

A Reply Ad is seen on a phone in a small chat window. Small details aren't readable there.

• The image is landscape, not portrait. A tall image in a Reply Ad fills the whole screen and hides the bot's reply.
• Size — 1280 × 720 px (16:9). A 1080 × 1080 px square also works.
• On the image — 3–6 large words: the name and the main idea.

All sizes are in Image and banner.

Giveaways in Reply Ads

A whole giveaway won't fit in 160 characters. So a Reply Ad only needs who runs it and where the terms are — keep the terms themselves in the channel.

Broadcast posts

A broadcast arrives as a separate message from the bot, like a regular post. Here you can tell more.

• Text — up to 4096 characters without an image and up to 1024 with one.
• 300–600 characters are usually enough.
• Up to 3 buttons, the main one first.

Broadcast text

Split the text into short paragraphs of 1–2 lines. Leave an empty line between paragraphs.

• First line: the name and the main benefit, can be bold.
• Then 2–3 facts: as a list or short paragraphs.
• At the end — a call to action and a button.

Links and buttons

• The link leads to the advertiser's resource: your channel, bot, website, or app.
• The link opens and leads where the text promises.
• Not allowed: shorteners that hide the address, redirect chains.
• Not allowed: sites that look like Telegram, banks, and other well-known services.
• Not allowed: pages that ask for a phone number, a Telegram code, a password, or a seed phrase.

Image and banner

A banner made specifically for the ad works best: the name in large letters and one main idea.

• Format — JPG or PNG, at least 800 px wide.
• GIF or silent video — up to 10 seconds.
• Text on the image is large: 3–7 words, readable on a phone.

Also not allowed:

• images that look like Telegram windows, system notifications, “You've been sent a gift”;
• other companies' logos and interfaces, as if the ad came from Telegram, a bank, or a well-known service;
• blurry, stretched, too dark images, and stock-photo watermarks.

Giveaways and gifts

Honest giveaways are allowed. Such posts are reviewed more carefully, so moderation can take a little longer.

The post or the channel it leads to must state:

• who runs the giveaway;
• what is given away and how many prizes;
• how to take part and when the results are announced.

Rejected:

• “free Telegram Premium, Stars, NFT, gifts” with no organizer or terms;
• pressure: “first come, first served”, “7 activations left”, “only the first 20”;
• sites where you have to log into Telegram or enter a phone number to “get the gift”;
• giveaways that require a deposit or a bet — that's casino advertising and needs the “Casino” mark.

Scams and deception

Such posts are rejected with no option to fix:

• fake giveaways and gifts, fake login pages, account “verification” and “unblocking”;
• requests for codes, passwords, seed phrases, card details;
• guaranteed earnings: “we'll double your money”, “100% profit”, “no risk”;
• ads on behalf of Telegram, Pavel Durov, banks, and companies you are not.

For repeated or serious violations, the ability to create orders may be restricted.

If your post was rejected

1. Open the notification — it has the reason and a link to the right section of this article.
2. Fix the post in “My posts”: the text, the button, or the image.
3. Send the post for moderation again.

Money for orders with the rejected post returns to your balance.