Vadim Sterlin, CEO of AdsGram unpacks the business power of Telegram Mini Apps at SiGMA Africa 2025
In a spotlight session at the recent SiGMA Africa 2025 last March, Vadim Sterlin, CEO of AdsGram, turned industry attention to a fast-growing, often underestimated frontier in digital engagement through . With over 500 million active users already interacting with this no-download, browser-based tools inside the Telegram messaging ecosystem, Sterlin’s message was clear: This is a traffic channel that businesses can no longer afford to overlook.
Telegram Mini Apps enable users to launch web-based services directly within the Telegram interface, bypassing traditional app stores and offering seamless access across devices. Speaking to a packed audience, Sterlin broke down why this shift matters and how businesses, particularly in the crypto, betting, and gaming sectors are quietly turning it into significant revenue.
“There are iGaming operators making millions through Mini Apps without users ever installing a thing,” Sterlin said. “It’s fast, frictionless, and deeply integrated with Telegram’s native behaviour.”
Key insights shared by Sterlin:
- Massive built-in reach: Telegram boasts over 1 billion users globally. Approximately 500 million are already engaging with Mini Apps, many of which cover cryptocurrency wallets, casino games, sports betting, and utilities.
- Zero friction entry point: Users can launch apps with a single tap, no downloads, no registration, and no delays. This not only improves conversion but serves as a powerful funnel optimisation tool, particularly for companies operating within existing Telegram communities.
- Retention by design: Telegram bots tied to Mini Apps can send messages post-engagement, enhancing user retention in ways traditional websites cannot. “You’re in a messaging app. The expectation to receive updates is already there,” Sterlin noted.
- Competitive CPMs & global targeting: AdsGram connects advertisers with traffic sources across 600+ apps. Campaigns can be geo and language targeted, filtered for VPN usage, and even aimed at premium Telegram subscribers, all at cost-efficient CPM or CPC billing models.
- Creative format flexibility: Static banners, animated GIFs, and video ads are all supported. For performance marketers, this offers immediate testing options with scalable potential.
Sterlin highlighted Nigeria as a key growth region, accounting for nearly 10% of all Telegram Mini App traffic, underscoring the model’s penetration across developing markets.
AdsGram’s role? Acting as a specialised ad network, enabling companies to either monetise their app traffic or acquire high-quality, pre-filtered traffic via Mini App integrations. “If you don’t yet have a Telegram audience, we can connect you with those who do,” he added.
As Telegram continues to morph into a decentralised super-app ecosystem, Mini Apps are proving to be a lean, high-return channel for savvy digital operators. Interested in staying ahead of the curve? Meet us at SiGMA Asia, Philippines, June 1–4, to explore how emerging tech is reshaping industry standards across the globe.
