Telegram Ads EUR Cabinet: Complete Guide 2026 — How It Works, Minimum Budget, and What tgadsspy Archives
Everything advertisers and researchers need to know about the Telegram EUR cabinet: minimum budgets, access requirements, ad formats, CPM, and how tgadsspy archives every EUR-cabinet sponsored creative.
Contents
- What the EUR cabinet is
- How sponsored messages work technically
- Who has access
- What the EUR cabinet offers advertisers
- The three EUR-cabinet creative formats
- EUR cabinet vs Gram cabinet vs direct channel buying
- What Telegram Ads Spy captures from EUR cabinet
- How to use the archive for competitive intelligence
- Methodology note
- Related reading
What the EUR cabinet is#
The EUR cabinet is the euro-billed side of the Telegram Ads Platform — Telegram's official advertising system, launched in 2021. It allows brands and agencies to serve sponsored messages inside public broadcast channels with 1,000+ subscribers. The name comes from the billing currency: you top up in EUR, bids are denominated in EUR CPM. Most advertisers get it through authorised resellers rather than directly from Telegram.
The same platform has two other cabinets, and there is one form of advertising outside it:
- Gram cabinet (formerly the TON cabinet) — a self-serve account at ads.telegram.org, funded in Gram (GRAM, formerly Toncoin; renamed on 15 June 2026, announcement) through Fragment. It serves the same sponsored messages under the same moderation rules, with a minimum CPM of 0.1 Gram and targeting limited to explicit lists of channels, bots and search keywords.
- Stars cabinet — a channel or bot spends the Stars it has earned on ads for itself, and only for itself.
- Direct channel buying — advertisers negotiate directly with channel admins to post promotional content as regular posts. This is outside Telegram Ads.
All three cabinets are operated by Telegram itself and produce the "Sponsored" label you see at the bottom of public channels. Telegram Ads Spy archives sponsored messages from this endpoint and splits them into two rails: euro cabinet (source=eur) and Gram cabinet (source=ton).
How sponsored messages work technically#
When a Telegram user opens a qualifying public broadcast channel, the app requests sponsored messages for it. Telegram's ad server returns the current sponsored message, which renders at the bottom of the message list with a "Sponsored" label. The user sees it once per session; frequency caps prevent overexposure.
Key technical facts:
- Only public broadcast channels with ≥ 1,000 subscribers receive sponsored messages.
- Groups and supergroups do not receive sponsored messages regardless of size.
- Each impression is per-session, not per-scroll — if a user opens the channel again, a new ad may load.
- The sponsoring advertiser is not disclosed by name in the Telegram UI — only the creative copy and CTA button are visible.
- Telegram Ads Spy captures creatives by checking each of the 9,000+ monitored channels in our pool for sponsored messages every 5–30 minutes per tier.
Who has access#
Access to the EUR cabinet is tiered by spend commitment:
| Access path | Minimum spend | Who it suits |
|---|---|---|
| Direct (ads.telegram.org), no reseller | ~€2M contract with a €1M deposit, per resellers (not published by Telegram) | Major global advertisers |
| Authorised reseller | €250–500 (reseller-dependent) | SMBs, solo advertisers |
| Managed service (full agency) | Typically €10,000+ setup | Large advertisers, ongoing campaigns |
Telegram's getting-started page names no minimum budget per ad — only a minimum CPM. The real entry bar is set by the access path.
Direct access without a reseller is realistic only for very large advertisers. Resellers say a direct contract with Telegram starts at around €2M, of which €1M is a deposit (eLama). Telegram itself does not publish these numbers, so treat them as the resellers' account rather than an official rule.
Authorised resellers are agencies Telegram has approved to sell euro-cabinet access on clients' behalf. Click.ru has accepted a first top-up from €250 (before commission and VAT) since 9 February 2026 (Click.ru); other resellers ask for €500; eLama lets you start with no upfront payment and pay monthly for actual spend. Commission is typically 15–20% on top of spend. For brands testing Telegram for the first time, starting through a reseller is the practical path.
The cheapest on-ramp outside the reseller network is the Gram cabinet: no reseller, a deposit of about 20 Gram per practitioners (aksanov.digital), but no geo or interest targeting. See tgads.net/hub/how-telegram-ads-work for the full breakdown.
What the EUR cabinet offers advertisers#
Targeting options#
| Parameter | What you can set |
|---|---|
| Country / city | Target users by location |
| Language | Target by channel language (Russian, English, Arabic, Indonesian, etc.) |
| Interests | Interest segments |
| Channels, bots, search | Specific channels, bots and search keywords |
| Retargeting | Your own subscribers |
| Category | Telegram-assigned channel categories (Crypto, Business, Education, etc.) |
| Topics | Sub-categories within a channel type |
| Excluded channels | Block specific channels from receiving your ad |
| Excluded categories | Block a full category (e.g. exclude Gambling category channels) |
Note: language and geography are separate settings. A Russian-language campaign without a country filter will appear across Russian-speaking channels in Russia, Germany, Israel, and the UAE simultaneously. Since 28 August 2026 ads.telegram.org states only that it does not use the contents of private chats or contact lists for ad targeting.
Format specifications#
Sponsored messages support:
- Text: up to 160 characters of body text
- Title: optional short title (for channel ads, the target channel name)
- CTA button: required for most creatives; links to a Telegram channel, bot, mini-app, or external URL
- Photo/banner: optional image attachment (16:9 recommended)
- Video: short-form video supported
- Accent colour: brand colour used as button background
No autoplay audio, no interstitials, no full-screen formats. The format is intentionally unobtrusive — it mirrors the visual style of organic channel content.
CPM pricing#
CPM (cost per thousand impressions) is the native billing unit. Bids are set per campaign. Competitive niches (crypto, forex) in high-volume languages (Russian, English, Arabic) see CPMs of €1.50–€5.00+. Lower-competition niches and long-tail language groups (Vietnamese, Bengali) can achieve CPMs of €0.30–€1.00.
The minimum CPM to enter the auction varies by targeting and account country. For Russian accounts, minimums were cut from €1.00 to €0.70 on 17 February 2026 (ppc.world), and 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 (eLama).
The three EUR-cabinet creative formats#
Telegram Ads Spy's creative index recognises three distinct format types from the EUR cabinet:
A — Banner ad#
Creative includes a photo or video media attachment. The banner renders above the CTA button, making this the highest-visual-impact format. Best for exchange branding, consumer products, or any creative with a designed image.
Banner media arrives as temporary signed URLs with a 1-hour TTL. Telegram Ads Spy's media-mirror pipeline downloads banners within minutes and re-hosts them at permanent /m/<hash>.<ext> URLs. Of 912 indexed creatives in our archive, 402 have a mirrored banner as of April 2026.
B — Channel-pic ad#
The creative displays the avatar of the target channel alongside the sponsored message — making the ad visually associated with a destination channel. This is the dominant format for channel-growth campaigns ("join this channel").
Telegram Ads Spy captures ctaTargetUsername for these creatives and links them to the indexed target channel when it's in our pool.
C — Text-only#
No image, no channel avatar — just text, accent colour, and CTA button. The most common format by volume in utility verticals: VPN, trading signals, education, web3 tools. Lowest creative production cost; often used for rapid A/B testing of headline variants.
EUR cabinet vs Gram cabinet vs direct channel buying#
| Dimension | EUR Cabinet | Gram Cabinet | Direct channel buy |
|---|---|---|---|
| Operator | Telegram | Telegram | Channel owner directly |
| Review | Telegram moderation, 24h | Same Telegram moderation and ad policies | None |
| Minimum entry | €250–500 via reseller (direct contract ~€2M, per resellers) | ~20 Gram deposit, per practitioners | Negotiated (often $50–500/post) |
| Targeting | Country, language, interests, category, channels, bots, search | Explicit lists of channels, bots and search keywords | Manual channel selection |
| Format | Sponsored message (160 chars + optional media) | Sponsored message (same format) | Native post (any format) |
| Attribution | EUR cabinet dashboard | ads.telegram.org dashboard | None (manual tracking links) |
| Placement label | "Sponsored" at bottom of channel | "Sponsored" at bottom of channel | No label |
| Scale | Automated across all eligible channels in targeting | Automated across the channels you list | Per-channel manual |
| Archived by Telegram Ads Spy | Yes — source=eur |
Yes — source=ton |
No |
The EUR cabinet is the right choice when an advertiser wants scale and automation: reach millions of users across thousands of channels without negotiating with each owner individually. Direct channel buying is preferred when the advertiser wants to be in specific high-trust channels with full post control.
What Telegram Ads Spy captures from EUR cabinet#
Telegram Ads Spy monitors a pool of 9,074 channels (2,917 sponsored-eligible as of April 2026). For each channel, we check for sponsored messages on a frequency tier:
| Tier | Channels | Poll cadence |
|---|---|---|
| S (top) | ~200 channels | Every 30 minutes |
| A (active) | ~700 channels | Every 2 hours |
| B (tail) | ~2,000 channels | Every 12 hours |
| C (low activity) | ~6,000+ channels | Every 72 hours |
Each time a new unique creative appears, we store:
- Full creative text and title
- CTA URL, target channel handle (if channel-pic format)
- Accent colour, media type, signed media URL
- First seen timestamp, last seen timestamp
- Source channel(s) where observed
The media mirror pipeline then converts the temporary signed media URL to a permanent Telegram Ads Spy URL within ~5 minutes of first ingestion.
Archive scale as of April 2026: 912 indexed creatives, 557 identified advertisers.
How to use the archive for competitive intelligence#
The EUR cabinet only shows an advertiser their own campaign data. Telegram Ads Spy fills the gap by showing what every other advertiser is running.
5 practical use cases:
Monitor a direct competitor's creatives — set a watchlist on a competitor's brand name via @tgadsspybot. Receive a notification when a new creative appears.
Benchmark format choices — check which format type (banner vs text-only) competitors in your niche use most.
Identify which channels a competitor targets — Telegram Ads Spy shows which channels in our pool first observed a creative. Clusters reveal targeting strategy.
Research before market entry — planning to launch Telegram campaigns in a new geo? Browse the archive by language to see what's already working in your vertical.
Track creative rotation velocity — a competitor launching 10 new creatives per week is A/B testing aggressively. A competitor with stable 6-week-old creatives found something that works and is scaling it.
Access via the public API, CSV export, or browsable UI at /ads.
Methodology note#
All data in this guide comes from Telegram Ads Spy's live index. Creative counts and pool statistics reflect the state of the archive as of April 2026 and grow daily. Pricing figures (CPM, reseller minimums) are sourced from public Telegram documentation and industry-reported ranges — individual campaigns may see different rates based on targeting competition and seasonality.
Full methodology at /about. Raw data via API. CC-BY-4.0.
Related reading#
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Cite this article
tgadsspy research (2026). Telegram Ads EUR Cabinet: Complete Guide 2026 — How It Works, Minimum Budget, and What tgadsspy Archives. tgadsspy.com. Retrieved from https://tgadsspy.com/blog/telegram-ads-eur-cabinet-guide-2026
Licensed CC-BY-4.0 — reuse allowed including commercial, attribution required.
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