What can I do with Photon server(on Premise)?

I am beginner to photon. I really want to know what can I do with Photon server that I cannot do with photon cloud?
Also some questions:
1- Do I have to host a server by my self or photon handles this?
2- Do I have to know php or other programming languase to work with servers or I can use c#?
3- How is the pricing?
4- can send messages and news to users, like advanced games do now days?

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