EUR ADS CABINET · SPONSORED MESSAGES
EUR Ads Cabinet — the official way to run Telegram Ads
The euro cabinet is the original Telegram Ads rail. Brands and agencies buy it through authorised resellers — a direct contract with Telegram is only for very large advertisers. It accounts for about one in five creatives in the tgadsspy archive (19.6% on 23 Sep 2026); the Gram cabinet, formerly the TON cabinet, carries the rest. Ads serve as sponsored messages in public channels with 1,000+ subscribers, after Telegram moderation. Here is how it works, what it costs, and how to launch.
Quick facts
- Billing currency
- EUR · fiat, invoiced by a reseller
- Minimum budget
- Via resellers from €250–500 (eLama: from €0, postpaid) · direct contract ≈€2M, per resellers
- Where it shows
- Public channels with 1,000+ subscribers, bots and search
- Creative format
- Text up to 160 chars + CTA button (+ optional banner)
- Targeting
- Country, language, interests, channels, bots, search, retargeting
- Minimum CPM
- €0.30–0.75 for accounts from Russia since 28 Aug 2026 · average ≈€0.97 (SA Media, Aug 2026)
- Moderation
- Telegram review before going live
How to launch in the EUR cabinet
Five steps from a cold start to a live campaign.
- 1
Pick a reseller
Unless you are a very large advertiser, the euro cabinet is opened through an authorised reseller or agency. Resellers say a direct contract with Telegram starts at around €2 million, of which €1 million is a deposit; Telegram does not publish these numbers.
- 2
Pass verification
Submit company / billing details to the reseller. Verification typically takes 1–5 business days before you can spend.
- 3
Top up your balance
Fund the account in EUR through the reseller. Click.ru has accepted a first top-up from €250 (before commission and VAT) since 9 February 2026, other resellers ask for €500, and eLama lets you start with no upfront payment and pay monthly for actual spend. Reseller commission is typically 15–20%. Telegram’s own getting-started page sets no campaign minimum — only a minimum CPM.
- 4
Build the creative
Write up to 160 characters of text plus a CTA button pointing to your channel, bot or external link. Optionally attach a banner. Pick targeting: country, language, interests, specific channels, bots or search keywords.
- 5
Submit for moderation
Telegram reviews every ad before it serves. Once approved, impressions begin in the placements you targeted.
How targeting and pricing work
The euro cabinet targets by country, language and interests as well as by specific channels, bots and search keywords, and it can retarget your own subscribers. On privacy, since 28 August 2026 ads.telegram.org makes one promise: it does not use the contents of your private chats or contact lists for ad targeting.
Pricing is CPM-based and auction-driven, and the minimum CPM depends on targeting. For accounts from Russia, since 28 August 2026 resellers quote €0.60 for country or language targeting, €0.30 for Politics & Incidents and €0.75 for channels, bots and search; on 17 February 2026 the minimum had already been cut from €1.00 to €0.70. SA Media put the average CPM at €0.97 in August 2026. Crowded niches (crypto, finance) clear higher. For live percentile distributions by niche and geo, see tgmetrics.net.
Because it is the highest-volume rail, the EUR cabinet is the best place to benchmark competitors: filter the tgadsspy archive by niche and country to see every EUR creative that has run.
See live EUR creatives in the archive
Every sponsored message billed through the EUR cabinet, searchable by niche, country and advertiser.
Launch via this cabinet
Rather not handle it yourself? G.MEDIA Agency runs campaigns across every cabinet end-to-end — a 30-day pilot with a transparent client dashboard. We work on whole-ecosystem data from the Telegram Ads Spy archive.
EUR cabinet — FAQ
What is the EUR Ads Cabinet?
The euro-billed Telegram Ads cabinet, bought through authorised resellers; a direct contract is only for very large advertisers. Ads serve as sponsored messages in public channels with 1,000+ subscribers, after Telegram moderation. It accounts for about one in five creatives in the tgadsspy archive (19.6% on 23 Sep 2026) — the Gram cabinet (formerly the TON cabinet) carries the rest.
How much does it cost to advertise in the EUR cabinet?
Entry through resellers starts at €250–500 (eLama lets you start from €0 on postpayment), plus a 15–20% reseller commission. Billing is CPM-based: for accounts from Russia the minimum CPM has been €0.30–0.75 since 28 August 2026, depending on targeting, and SA Media put the average at €0.97 in August 2026. Resellers say a direct contract with Telegram is about €2 million; Telegram does not publish that figure.
Can I target specific channels?
Yes — the EUR cabinet supports lists of specific channels, bots and search keywords, on top of country, language and interest targeting and retargeting.
How long does moderation take?
Account verification is typically 1–5 business days. Each creative is then reviewed by Telegram before it goes live.