Telegram Ads · Guide
Telegram Ads specs and prices, November 2026: formats, CPM, targeting, accounts
One page with every number you need to plan Telegram Ads: ad formats and file limits, minimum CPM by target type and country, media surcharges, and Gram vs EUR vs WORLD accounts.
Contents · 9 sections
In short
Telegram Ads changes quickly. Minimum bids moved twice this autumn, Gram accounts got full targeting in August, and resellers opened a new WORLD account type.
This page collects the numbers in one place, as of the early November 2026. Minimum bids come from our own accounts. Specs come from Telegram’s documentation and our own tests.
Telegram Ads at a glance
| Parameter | Value in November 2026 |
|---|---|
| Ad text | up to 160 characters |
| Media | photo or video, channel and user targeting only |
| Photo | JPEG or PNG, ≤ 5 MB, ≥ 640 px wide, 16:9 |
| Video | MP4, ≤ 20 MB, ≥ 640 px wide, 16:9, 3–60 seconds |
| Target types | channels, bots, search, users |
| Countries | 229 in EUR, 227 in Gram (no Russia, Ukraine), 213 in WORLD |
| Countries per campaign | up to 8; cities inside one country only |
| Minimum CPM, Gram account | 0.10 Gram (≈ $0.12), any country and target type |
| Minimum CPM, EUR account | €0.15 for users and English channels; €0.75 for specific channels, bots, search |
| Minimum CPM, WORLD account | €0.30; Israel €0.70; India, Indonesia €0.06 |
| Minimum top-up | 20 Gram; €500 in EUR and WORLD |
| Reseller commission | 15–20% on top of each top-up (EUR, WORLD) |
| Moderation | most ads within an hour; 97% within 24 hours |
Ad formats and creative requirements
Every Telegram ad is a short sponsored message with a button. What it can carry depends on where it is shown.
| Element | Limit | Where it works |
|---|---|---|
| Text | 1–160 characters, emoji allowed | channels, bots, users; not search |
| Photo | JPEG/PNG, ≤ 5 MB, ≥ 640 px wide, 16:9 | channels, users |
| Video | MP4, ≤ 20 MB, ≥ 640 px wide, 16:9, 3–60 s | channels, users |
| Picture of the channel or bot | the destination’s own avatar | all target types |
| Website name | 1–40 characters | EUR and WORLD, external links only |
| Website picture | JPEG/PNG, ≤ 1 MB, ≥ 150×150 px | EUR and WORLD, external links only |
| Button label | 12 options: Subscribe, Buy, Sign up, Download… | EUR and WORLD, external links only |
| Title | 1–128 bytes | only in the ads account, users do not see it |
A photo or a video does not have to be used. A text ad with the avatar of the channel or bot is the default and the cheapest format.
A channel ad appears under a post in a channel. It can carry text, a photo or a video, and a button.
A search ad appears at the top of global search for a keyword. It shows only the name and avatar of the channel or bot. There is no text, and the link is the bare username.
A bot ad appears at the top of a bot chat. It shows text and the avatar of the promoted channel or bot.
Four target types and where each ad can lead
| Target type | Who sees the ad | Allowed links | Media |
|---|---|---|---|
| Channels | subscribers of chosen channels, or channels by language and topic | Telegram links; websites in EUR and WORLD | text, photo, video |
| Users | people by country, city, app language, interests, device | Telegram links; websites in EUR and WORLD | text, photo, video |
| Bots | users of chosen bots | Telegram links only | text |
| Search | people who search a keyword | a Telegram username, no parameters | none |
Two rules surprise most advertisers:
- Search ads cannot carry tracking. The link is the username itself, so a start parameter or UTM tag is impossible. Measure search through a separate bot or channel. It compares to Google search ads: the traffic is fairly warm, because the person is already interested and searching for something specific.
- Specific channels and languages do not mix. If you choose channels one by one, the language field must be empty. Topics need exactly one language.
Minimum CPM by target type
The minimum bid depends on the account, the target type and, in euro accounts, the country. The figures are as of 2 November 2026.
| Target | Gram account | EUR account | WORLD account |
|---|---|---|---|
| Users · US, UK, Germany, France, Turkey, Brazil, UAE | 0.10 Gram ($0.12) | €0.15 ($0.17) | €0.30 ($0.34) |
| Users · India, Indonesia | 0.10 Gram ($0.12) | €0.03 ($0.03) | €0.06 ($0.07) |
| Users · Uzbekistan | 0.10 Gram ($0.12) | €0.01 ($0.01) | closed |
| Users · Israel | 0.10 Gram ($0.12) | €0.35 ($0.39) | €0.70 ($0.78) |
| Users · Ukraine | not shown | €0.40 ($0.45) | closed |
| Users · Russia | not shown | €0.60 ($0.67) | closed |
| Channels by language · English | 0.10 Gram ($0.12) | €0.15 ($0.17) | ≈ €0.30 ($0.34) |
| Channels by language · Russian | 0.10 Gram, not shown in Russia | €0.60 ($0.67) | closed |
| Specific channels | 0.10 Gram ($0.12) | €0.75 ($0.84) | €1.50 ($1.68) |
| Bots | 0.10 Gram ($0.12) | €0.75 ($0.84) | €1.50 ($1.68) |
| Search | 0.10 Gram ($0.12) | €0.75 ($0.84) | ≈ €1.50 ($1.68) |
Minimum CPM for specific channels, bots and search
Dollars per 1,000 impressions, 2 November 2026
In an EUR account, user targeting costs at least €0.15 in 223 of 229 countries. Only six differ: India and Indonesia (€0.03), Uzbekistan (€0.01), Israel (€0.35), Ukraine (€0.40) and Russia (€0.60). But a new EUR account is opened only for the CIS, India and Indonesia; for other countries use Gram or WORLD.
WORLD floors are exactly twice the EUR floors wherever we could compare them. The Gram floor has not moved since August.
How much media adds to the bid
A picture or video raises the minimum CPM. Telegram’s documentation gives ranges; we measured the exact steps.
| Add-on | Gram · users | Gram · specific channels | EUR · users | EUR · specific channels | Telegram docs |
|---|---|---|---|---|---|
| None, text only | 0.10 | 0.10 | €0.15 | €0.75 | — |
| Avatar of the channel or bot | 0.13 (+30%) | 0.13 (+30%) | €0.20 (+33%) | €0.98 (+30%) | +30% |
| Photo | 0.15 (+50%) | 0.18 (+80%) | €0.23 (+53%) | €1.35 (+80%) | +50–80% |
| Video | 0.17 (+70%) | 0.20 (+100%) | €0.26 (+73%) | €1.50 (+100%) | +70–100% |
| Emoji in the text | +0% | +0% | +0% | +0% | — |
- A photo and the avatar do not stack. Photo plus avatar costs the same as the photo alone.
- Bots and search ignore media. Their floor stays the same, because photos and videos are not shown there. The avatar still adds 30%.
- Several countries in one EUR campaign do not simply take the highest floor. US, Germany and India together asked €0.03. Israel raises any mix it is in to €0.35.
Gram vs EUR vs WORLD: which ad account to use
Telegram Ads has three account types for business advertising. They share one auction and the same four target types. They differ in countries, links, currency and how you open them.
| Gram (TON) account | EUR account | WORLD account | |
|---|---|---|---|
| Who opens it | you, on Fragment, after KYC | a reseller | a reseller |
| Currency | Gram (formerly Toncoin) | euro | euro |
| Countries | 227: all except Russia and Ukraine | 229, but new ones open only for the CIS, India and Indonesia | 213: no CIS, UK, France, Singapore |
| Websites | no, Telegram links only | yes | yes |
| Button label, conversion pixel | no | yes | yes |
| Minimum CPM | 0.10 Gram, flat | €0.01–0.75, by country and target | €0.30; Israel €0.70; India, Indonesia €0.06 |
| Minimum top-up | 20 Gram | €500 | €500 |
| Commission | none | 15–20% to the reseller | 15–20% to the reseller |
| Refund of unspent balance | no | yes, through the reseller | yes, through the reseller |
| Interface | ads.telegram.org | ads.telegram.org | reseller’s panel |
| Official Ads API | yes | no | no |
How to fund an account. A Gram account is topped up through Fragment, in Gram. EUR and WORLD accounts are topped up through the reseller, in euros, with the commission on top. Or write to us: we choose the account, open it and run the campaigns.
Which account for which product
| What you promote | Account | Why |
|---|---|---|
| A website or an app in the App Store or Google Play | EUR or WORLD | only these accept external links |
| A Telegram channel | Gram | flat low floor, no commission |
| A Telegram bot | Gram | the same; bot and search ads accept Telegram links only anyway |
| A Telegram Mini App | Gram | the same |
| Anything for Russia or Ukraine | EUR | Gram ads are not shown there |
| A website for the CIS | EUR | the CIS is closed in WORLD |
| A Telegram product for the UK or France | Gram | these countries are closed in WORLD, and a new EUR account will not be opened for them |
Which niches work in Telegram Ads
Telegram Ads works best when the product itself lives in Telegram or the audience is already there:
- crypto and web3: exchanges, wallets, trading signals;
- Telegram channels that want subscribers;
- Telegram bots and mini apps, including games;
- services used inside Telegram: VPN, proxy, mobile eSIM;
- Telegram gifts;
- AI tools and assistants.
Moderation: what gets declined
Every new ad goes through review. In the second half of October we created 4,725 ads. 85% got a decision within about an hour. The rest waited a median of 2 hours, and 97% of them had a decision within 24 hours.
How to plan a Telegram Ads test
- Start from the destination. A website needs an EUR or WORLD account. A channel, bot or mini app can run in Gram.
- Check the countries. Russia and Ukraine need EUR. A new EUR account is opened only for the CIS, India and Indonesia; for other countries use Gram or WORLD. The UK, France and the CIS are closed in WORLD.
- Budget for the auction, not the floor. A bid at the minimum rarely wins impressions: other advertisers in your niche and country set the price.
- Add the commission. EUR and WORLD cost 15–20% more than the bid suggests, because the reseller takes it from each top-up.
- Measure actions, not clicks. Track subscribers, bot starts or purchases per campaign. Cheap clicks from user targeting can be bots.
Questions and answers
How much does Telegram Ads cost in November 2026?
The minimum bid per 1,000 impressions is 0.10 Gram (about $0.12) in a Gram account, from €0.15 in an EUR account and from €0.30 in a WORLD account. That is a floor, not a price. Telegram Ads is a first-price auction: you pay your own bid, and other advertisers in your niche and country set how high it must be.
What is the minimum CPM in Telegram Ads?
In a Gram (TON) account it is 0.10 Gram per 1,000 impressions, about $0.12, for every country and target type. In an EUR account it is €0.15 for user targeting in most countries, including the US, UK and Germany, and €0.75 for specific channels, bots and search. WORLD accounts have twice the EUR floor: €0.30 for users and €1.50 for channels and bots. A photo adds 50–80%, a video 70–100%. We checked these on 2 November 2026.
What are the image and video requirements for Telegram Ads?
A photo must be JPEG or PNG, up to 5 MB, at least 640 pixels wide, in a 16:9 aspect ratio. A video must be MP4, up to 20 MB, at least 640 pixels wide, 16:9, 3 to 60 seconds long. Photos and videos work only with channel and user targeting. The ad text is up to 160 characters.
What is the minimum budget for Telegram Ads?
A Gram (TON) account is opened on Fragment and can be funded from 20 Gram. EUR and WORLD accounts are opened only through resellers, and a new EUR account only for the CIS, India and Indonesia. The usual first top-up is €500, and the reseller adds a 15–20% commission on top of every top-up.
Can Telegram Ads promote a website?
Only from an EUR or WORLD account, and only with channel or user targeting. A Gram account accepts Telegram links only: a channel, post, bot or mini app. Search and bot ads in every account type lead to a Telegram username without parameters.
Methodology and sources
Minimum bids: checked on 2 November 2026 in our working Gram, EUR and WORLD accounts. Rates on 2 November: 1 Gram = $1.195, €1 = $1.12.
Formats and file requirements: official Telegram Ads documentation, checked 30 October 2026. Account markets: reseller data and our own accounts. Moderation: ads we launched in the second half of October 2026.
