Advertising in Max messenger: pricing and cost analysis

In February 2025, the federal network of pawnshops "Fianit-Lombard" launched parallel advertising campaigns in Telegram and the Max messenger through the Telega.in platform. Despite a smaller budget, advertising on Max delivered 4 times more mobile app installations, and the cost per install was 7 times lower. CPM in the new messenger was 1,7 times lower with comparable reach—approximately 550 thousand impressions on each platform.

The difference wasn't just evident in aggregated metrics. The team compared placement results from the same authors running channels on both platforms. In one case, a post on Max cost 4196 rubles and resulted in an app installation, while placement with the same blogger on Telegram cost 16 783 rubles and generated neither clicks nor conversions.

Advertising in VK Messenger: Cost and Strategy

The messenger Max has grown its audience to 110 million users — a figure comparable to Telegram's Russian user base. However, the number of advertisers on the platform remains significantly lower. Low competition directly impacts ad placement costs: channel creators set prices below those in Telegram, where competition for audience attention has already intensified considerably.

«Fianit-Lombard» allocated its budget unevenly: 63% went to Telegram as a proven channel, 37% was allocated to test Max. At the same time, the company managed to place ads in 49 channels versus 27 in Telegram. For regional campaigns where advertisers need presence in specific cities, such coverage expansion is critical—with the same budget, you can reach significantly more local platforms.

The cost per click in Max turned out to be approximately 6 times lower than in Telegram. This is a result not only of lower post rates, but also of higher audience engagement. Users of the new messenger interact more actively with advertising content — possibly because they see fewer commercial integrations per day and haven't yet grown accustomed to ignoring ads.

How Campaign Results Were Measured

The team assigned a unique link to each post, which made it possible to track app installations across individual channels and platforms. This level of detail eliminated the risk of data mixing and allowed them to compare the same creator's performance across two platforms under identical conditions.

Creatives were not adapted for Max — the same messaging and visuals that had delivered results in Telegram were used. Channel selection criteria remained unchanged: regional focus, reach, engagement, and accumulated performance data from similar placements. The absence of additional preparation lowered the barrier to entry and enabled a quick launch without altering established workflows.

Max pricing is currently attractive compared to Telegram channels. As the platform grows, costs will likely increase along with its audience — so it's the right time to take advantage of these rates

Traffic quality from Max proved comparable to Telegram. Some creators run channels on both platforms simultaneously and migrate their subscribers, resulting in partial audience overlap. This explains why advertising worked without modification — users were already familiar with the integration format and responded to it similarly.

What to consider when launching ads in Max

The low cost of placements in Max is tied to the platform's current development stage. As the number of advertisers grows, prices will increase — just as happened with Telegram. Brands that enter the platform now gain an advantage: the ability to test channels at low cost, build a conversion database, and establish relationships with creators before competition intensifies.

Launching a campaign in Max through Telega.in requires no new workflow setup. The platform consolidates both messengers' catalogs in a single dashboard, provides ad labeling, and enables unique tracking links. Advertisers work with the same tools as in Telegram — only the choice of platform changes.

Checklist for your first campaign in Max:

• Select channels from authors you've already worked with on Telegram — this will reduce risks and let you compare results against the same audience.
• Allocate 30–40% of your budget to test Max, keeping the bulk in the proven channel — this way you'll maintain steady lead flow while gathering data on the new platform.
• Use unique links for each placement to track conversions by channel and messenger — without detailed analytics, you can't assess real performance.
• Don't adapt creatives at this stage — launch the same materials that work on Telegram and gauge audience response before making changes.
• Compare cost per click, CPM, and conversion rates for installs or leads across platforms — these metrics will show you which messenger delivers better ROI for your niche.
• Document results from the first wave of placements so that after 2–3 months you can assess price growth trends and adjust your budget allocation accordingly.

Data Limitations and Applicability of Results

The "Fianit-Lombard" case demonstrates results in a specific niche — financial services, a regional chain, and mobile app promotion. For other product and service categories, the cost-to-conversion ratio may differ. The Max audience continues to grow, and its composition is evolving — what works in February 2025 may yield different results in six months.

The Telega.in platform served as a technical intermediary, enabling a unified ad placement process across both messengers. Advertisers working directly with channel authors will face the same economic conditions—low competition and correspondingly low prices—but without tools for automatic ad labeling and detailed conversion tracking.

The low cost per contact in Max is temporary. Once a critical mass of advertisers arrives on the platform, prices will start to rise. For brands, this represents a window of opportunity: test the channel now while entry costs are minimal, and establish relationships with authors before competition intensifies.

Frequently Asked Questions

Is Max suitable for promoting goods and services in regional markets?

Max is well-suited for regional campaigns since the Telega.in catalog includes local channels with audiences from specific cities. With the same budget in Max, you can reach more regional platforms than in Telegram, where placement costs are higher. To verify traffic quality, use unique links and track conversions for each channel separately.

Do I need to adapt creatives for advertising in Max?

The "Fianit-Lombard" case showed that adaptation is not required at the initial stage—creatives that perform in Telegram deliver results in Max as well. The audiences partially overlap since authors migrate subscribers between platforms. However, after the first wave of placements, you should analyze audience response and adjust copy and visuals if necessary.

How long will the low cost of placements on Max remain?

The low advertising rates on Max are attributed to the platform's limited advertiser base. As competition grows, costs will rise—similar to what happened with Telegram. The exact timeline for price increases depends on how quickly brands join the platform, but experience suggests that the window for early entry is measured in just a few months.