Wall is the brick. Foundation is the factory. The brick economy explained.

The metaphor that explains everything

Wall is the brick. Foundation is the factory.

Every action you take on Wall — a post, a graffiti, a gift, a Chain Post sealed on the TON blockchain — is a brick. Bricks have authors, owners, prices, on-chain proofs. The factory makes them. The people own them. The foundation lasts.

This isn't marketing language. It's the economic model written in code (prisma/schema.prisma), anchored on the TON blockchain via standard wallet-to-wallet transfers + content-hash payloads (no Wall smart contract — see /tonconnect for the architecture), and surfaced publicly on every page of wall.foundation. We could have said "Web3 social network" and called it a day. The brick metaphor is more honest because it tells you, in one image, what the platform actually does: it builds something durable, brick by brick, and the people who lay the bricks own them.

Why a brick metaphor matters here

Most "Web3 social" platforms promise infrastructure but feel ephemeral. Tokens spike and crash. Founders pivot to gaming. The "social layer" turns out to be a token launchpad with comments. Users invest emotional energy and get nothing durable in return.

The brick is the opposite of ephemeral. It's small, specific, and stackable. You can count bricks. You can stack them and see what you've built. You can own one or a thousand. You can't accidentally lose a brick the way you can lose access to a token.

Wall's bricks are exactly this:

• A post — free to publish, tipable in TON (wallet-to-wallet, 0% Wall fee) or Stars (~30% Telegram + 20% Wall + tier-dependent referrer payout from Wall's share). Owned by you, on Wall's database, deletable by you.
• A piece of graffiti — drawn on someone's wall (with their implicit consent — they can clear at any time). Lives until the wall owner removes it. Your art, on someone else's surface.
• A gift — Heart 5★ to Trophy 500★. Permanent on the receiver's profile. The sender's name shows; the receiver can show off their gifts.
• A Chain Post — anchored on the TON blockchain via a 1+ TON payment to Wall's wallet (non-refundable; covers Wall's permanent-storage commitment + the on-chain content-hash anchor). Immutable forever. No edit operation exists — not for you, not for Wall, not for a moderator. Verifiable on any TON explorer. The most durable brick of all.

The three roles in the brick factory

Wall isn't just a social platform — it's a marketplace with three distinct roles, each with their own way to earn:

👷 Builders — creators

Make bricks → earn. Five income streams:

• Profile TON tips — 0% Wall commission, wallet-to-wallet via TON Connect. Wall doesn't touch the money.
• TON post donations — 0% Wall commission, wallet-to-wallet to the author's connected TON wallet. Wall observes the on-chain event via tonapi.io to update counters; never holds funds.
• Stars post donations — Telegram's ~30% Stars-fee + 20% Wall commission for the rail + tier-dependent referrer bonus paid by Wall from its own share.
• Paid posts — set your own Stars price. 20% Wall + ~30% Telegram Stars-fee. Net to author ≈ 50% of gross.
• Star gifts — 0% Wall additional fee (Telegram takes their ~30% Stars-payout).
• Referral bonuses — 10–30% (depending on tier T1 → T5) on referred-user Stars donations / Premium signups / Chain seals. Paid by Wall from its own commission share, 0 cost to creators.

Read the full earnings guide at wall.support/earn.

📣 Buyers — advertisers

Buy bricks → grow audience. The first paid Wall ad campaign launched on @fuckingenglish (322k Russian-speaking English learners) in May 2026. The infrastructure that powered that campaign is now public:

• UTM-tagged ad URLs — per-channel/creative/placement attribution. Format: ref_<root>-<utm1>-<utm2>-<utm3>.
• Off-Telegram redirector at wall.tg/r/<slug> — clicks tracked before /start.
• Orphan-safe attribution — typo'd URLs preserved as unknown_ref events for manual re-binding.
• Cohort LTV per channel — SQL-queryable today; visual cabinet UI ships Q2 (/ad-network).
• Phase 2 cabinet (Q2 2026) — A/B charts, ROI calculator, per-channel cohort LTV in a UI.

🏛️ Publishers — channel admins

Sell bricks → monetize reach. If you run a Telegram channel, Wall is the easiest way to monetize ad slots without juggling private deals.

• Sell ad slots in your Telegram channel directly to Wall buyers
• Wall's first-party attribution proves your CPA → command premium prices
• 10% Wall commission on slot sales — significantly lower than Telegram-Ads-equivalent
• Phase 3 cabinet (Q3 2026) — full marketplace + escrow flow
• Direct intake today — [ad-publisher] subject prefix on /contact

Where Wall takes commission — and where it explicitly doesn't

Wall takes commission only where it provides the rail. The full fee schedule is at wall.foundation/economics with concrete numbers. The short version:

0% commission for: profile TON tips (wallet-to-wallet, Wall doesn't touch), TON post donations (wallet-to-wallet to author's connected wallet), Star gifts (Telegram handles the Stars payout).

Commission for: Chain Post seals (1+ TON to Wall's wallet — payment for the permanent-storage commitment + on-chain content-hash anchor; non-refundable; not a smart-contract stake), Stars post donations (~30% Telegram + 20% Wall + tier-dependent referrer payout from Wall's share), paid posts (20% Wall infrastructure on top of Telegram's ~30% Stars-fee), ad slot sales (10% — attribution + click tracking + escrow), Premium subscriptions (100% — funds the platform after Telegram fee).

Why pay creators from Wall's own commission share rather than deducting from gross? Two reasons: (1) Telegram's ~30% Stars-fee leaves a thin spread; we'd rather give creators a clean "we pay you THIS" number than ask them to model Telegram's fee schedule. (2) Aligns incentives — Wall's growth depends on referrer activity, so we share upside with the people driving signups.

What makes the foundation a foundation

Foundations don't get built in 6 months. Wall's progress is publicly logged at every layer:

• Public source mirror — github.com/gmediaorg/wall-public hosts docs, canonical HTML, and the daily-stats archive. The live application source stays private; the mirror is the public-facing audit surface. Every commit is publicly attributed, AI agents included (Co-Authored-By line in git log).
• Changelog at wall.support/changelog — color-coded by ship type, week-grouped, deep-linked to commits.
• Decision log at wall.foundation/transparency — operating principles + 5 recent significant decisions with reasoning.
• Live numbers at wall.tg/api/product — verifiable JSON endpoint, CDN-cached 60s, no auth required.
• Atom feed at wall.tg/feed.xml — machine-readable updates for RSS readers.

Trust comes from being verifiable. Marketing varnish without the underlay is forbidden — that's literal operating principle #1 in the transparency report.

Why we publish all this

The "competitive advantage" of hidden architecture is overrated. Public documentation forces internal clarity (you can't write what you don't understand). It attracts collaborator-grade users (developers, journalists, power users). It creates a credibility moat that paid PR can't replicate.

For Wall specifically — a small team competing with platforms backed by venture capital and acquisition firms — transparency is the asymmetric advantage. We can't outspend the competition on marketing. We can outspend them on documentation, on showing our work, on building trust brick by brick.

What you can do today

• Use Wall — open wall.tg in Telegram. No install, your Telegram identity is your account.
• Read the architecture — /ad-network, /security, /transparency, /economics.
• Verify the live numbers — curl https://wall.tg/api/product any time.
• Read the public mirror — github.com/gmediaorg/wall-public (docs + canonical HTML + daily-stats archive).
• If you run a channel — message us with [ad-publisher] subject prefix to discuss selling slots.
• If you're a creator — start posting. Five income streams are waiting.

One brick at a time

Wall isn't going to launch with a billion-dollar valuation. It's not going to be in Telegram's official feature list tomorrow. It's not going to win the next acquisition rumor cycle.

It IS going to keep shipping. 5–20 commits a day. New public docs every week. Audit trail visible to anyone who wants to check.

One brick at a time. That's how foundations get built.