Quick answer
Ч ч = ch as in “chip”, and it is always soft. In что and коне́чно it is pronounced ш.
Чч
Чч
ch
часhour
How to say it
Say “cheese” and hold the first sound. Your tongue should be forward, against the roof of the mouth.
часhour
чайtea
чита́тьto read
чтоwhat — pronounced “shto”
коне́чноof course — “kanéshna”
о́ченьvery
The two exceptions
Что sounds like “shto” and коне́чно like “kanéshna”. Both are extremely common, both are learned as exceptions, and saying them with a ch marks you as a learner instantly.
Always soft
Unlike ш and ж, Ч is always soft. That is why you write чи and ча — never “чя”.
Typical mistakes
Saying что with a ch
“shto”
One of the two fixed exceptions in Russian pronunciation.
чя, чю
ча, чу
Ч is soft already, so the spelling rule bans я and ю after it.
Check yourself
Which word contains Ч?
час — hour.