In modern digital marketing, advertising through Telegram Ads is becoming one of the most effective promotional tools. With an audience of over 900 million active users monthly, Telegram offers unique opportunities for businesses of all sizes. In 2025, the platform significantly expanded its functionality by adding video ads, search, and integration with mini apps.
Telegram Ads is the official advertising platform of the messenger, allowing you to place ads in public channels with an audience of at least 1,000 subscribers. The key advantage of the system lies in the native integration of ads into channel content, ensuring high audience engagement and a natural perception of advertising.
What is Telegram Ads and how does the platform work in 2025
Telegram ads represent a system for placing ads that organically fit into the feed of public channels. Unlike traditional social networks, ads on Telegram appear between regular posts marked as 'Ad', without disrupting the user experience. The system operates on a CPM (cost per thousand impressions) model, allowing advertisers to control expenses and forecast results.
In 2025, the platform has significantly evolved by adding new placement formats. Advertisers can now use not only text ads but also video content, place ads in messenger search results, and in chatbots. These innovations have opened up additional opportunities for creative approaches to ad campaigns.
New Ad Formats in 2025
One of the main updates is the introduction of video ads lasting up to 15 seconds, showcased in the Telegram video player. Additionally, ads in messenger search results and the ability to place ads in chatbots have been added. These formats allow reaching audiences at various touchpoints within the platform.
Two types of Telegram ad accounts: EUR and TON
In 2025, Telegram will offer two fundamentally different types of advertising cabinets with significant differences in functionality, pricing, and targeting capabilities.
EUR cabinet (Euro)
The EUR cabinet is a traditional advertising platform with payment in euros and enhanced opportunities for international business.
Key features of the EUR cabinet:
- Minimum budget: from 500 euros through partner agencies, from 2 million euros with a direct contract
- Payment: euros, bank transfers, corporate cards
- Geography: all countries of the world with no restrictions
- Target links: links to any external resources are allowed
- Moderation: more lenient towards various types of business
- Targeting: enhanced options based on demographics and interests
TON Cabinet (Cryptocurrency)
The TON Cabinet runs on the TON blockchain with payments in cryptocurrency and has significant limitations in functionality.
Key features of the TON Cabinet:
- Minimum budget: from 100 TON (about $600-800)
- Payment: only TON cryptocurrency
- Geography: international users (excluding Russia, Ukraine, Israel)
- Target links: ONLY to resources within Telegram (channels, bots, Mini Apps)
- Moderation: strict limitations on business types
- Targeting: basic options, limited audience selection
Critical differences between cabinets
Parameter | EUR Cabinet | TON Cabinet |
External Links | ✅ Allowed | ❌ Not Allowed |
Minimum Budget | €500+ | ~$600-800 |
Payment Method | Fiat (EUR) | Only TON |
Geography of the Russian Federation | ✅ Available | ❌ Excluded |
Moderation | Very strict | Long, moderation can take up to 2 weeks And they can reject without explaining why. |
Targeting | Advanced | Basic |
Important!The choice of account type directly affects the capabilities of your advertising campaign. The TON account officially does not allow adding external links to websites or landing pages, so it is not suitable for such tasks.
How to launch ads on Telegram: a step-by-step guide
The process of launching an advertising campaign on Telegram requires a systematic approach and an understanding of the platform's features. Let's go through each stage in detail, from registration to analyzing results.
Registration and creating an advertising account
For EUR account:
- Contact official Telegram partners or agencies
- Prepare company documents for verification
- Make a minimum deposit of 500 euros
- Complete the KYC (Know Your Customer) process
For the TON cabinet:
- Create a TON wallet and purchase cryptocurrency
- Register via @wallet on Telegram
- Complete verification through the TON blockchain
- Make a deposit in TON
To get started, you need to register on the official platform ads.telegram.org or through partner agencies. Direct registration requires a minimum budget of 2 million euros, which is why most advertisers use the services of partners with an entry threshold of 500 euros.
- Prepare an active Telegram account with a verified phone number
- Gather the company documents for account verification
- Define a responsible team member for campaign management
- Prepare your payment details or cryptocurrency wallet
- Complete the registration process via your chosen partner
Upon successful registration, you will gain access to your advertising dashboard, where you can create and manage campaigns. The platform's interface is user-friendly, though presented in English.
Creating and setting up an advertisement
Crafting an effective ad begins with formulating an engaging text within 160 characters. This limitation demands maximum concentration of meaning and clear expression of the value proposition.
Important! The ad text must be written without capital letters, excessive exclamation marks, and commands in the imperative mood. Telegram moderation strictly monitors adherence to these rules.
You can add an image or video to the ad, which enhances attractiveness and CTR of the campaign. However, using media content increases the minimum bid by 50-100% depending on the type of targeting.
Setting up targeting and budgeting in Telegram ads
The targeting system in Telegram is based on user behavior within the messenger, not on external data or cookies. This ensures high relevance of impressions and protection of user privacy.
Types of Targeting in Telegram Ads
The platform offers two main types of targeting: user targeting and channel targeting. User targeting allows you to configure displays based on geography, interface language, thematic interests, and device type. Channel targeting gives you the option to select specific sites for placement or categories of channels based on themes.
- Geographic targeting by countries, regions, and cities
- Language settings based on the Telegram interface
- Thematic interests based on user subscriptions
- Selection of specific channels for placement
- Exclusions of irrelevant audience
A feature of 2025 is the ability to target audiences of chatbots and search users. These options expand reach and allow you to engage users at moments of active information search or interaction with automated services.
Pricing and Payment Systems
In 2025, Telegram expanded payment options by adding support for cryptocurrency TON and the internal currency Stars alongside traditional euros. The minimum CPM rate ranges from 0.5 to 1 euro depending on the theme and competition.
The Stars system allows you to start with a minimal budget of just 50 Stars (about €0.9), making the platform accessible for small businesses and novice advertisers.
The TON cabinet offers an alternative payment method through cryptocurrency, which is especially relevant for international campaigns and Web3 projects. The conversion rate is updated in real-time, ensuring transparency in transactions.
Choosing between EUR and TON cabinets has become critically important. If your goal is to drive traffic to an external site, you have no choice – only the EUR cabinet. TON is suitable exclusively for promotion within the Telegram ecosystem.
Moderation and Advertising Placement Rules
Moderation in Telegram Ads occurs in two stages: preliminary review when creating an ad and post-moderation during the first three days of the campaign. The system strictly monitors compliance with community guidelines and the quality of advertising content.
Prohibited Content and Restrictions
General restrictions for all cabinets:
- Prescription medications without a license
- Gambling and betting companies
- Alcohol and tobacco products
- Adult Content
- Aggressive Phrasing
Additional restrictions for the TON cabinet:
- Financial services (excluding cryptocurrencies)
- Forex and binary options
- Educational courses on earning
- MLM and network marketing
Moderators pay special attention to the compliance of the ad text with the content of the landing page. If the ad promises one thing but the user finds something else when they click the link, the ad will be rejected.
Integration with Telegram Mini Apps
The year 2025 marked an active integration of the advertising platform with the Telegram Mini Apps ecosystem. Mini app developers can now monetize their projects through integrated ads, while advertisers have gained new opportunities for promotion.
Platforms like AdsGram offer ready-made solutions for integrating ads into mini-apps, supporting various formats from banners to interactive videos. This creates new opportunities for native advertising and increasing conversion rates.
Campaign analytics and optimization
Telegram Ads provides basic analytics on impressions, clicks, and CTR. For more detailed analysis, advertisers use UTM tags and external analytics systems. It's important to set up proper conversion tracking to assess the true effectiveness of campaigns.
Key metrics to monitor include CTR (average rate of 1-3%), cost per click, conversion to target actions, and the lifetime value of acquired users. Regular optimization of bids and creatives allows for improving efficiency metrics by 30-50%.
AdsGram: an alternative platform for advertising on Telegram
In addition to the official Telegram accounts, an alternative advertising ecosystem is rapidly developing in 2025.AdsGramis an innovative platform that addresses the key limitations of official accounts and provides unique opportunities for advertisers.
Key advantages of AdsGram over official accounts
Advertising to external links without restrictions
The main advantage of AdsGram is the ability to place ads with links to any external resources — websites, landing pages, online stores. This is a critically important distinction from the TON cabinet, which restricts links only within Telegram.
Minimum entry threshold
- Launch from $15 – as opposed to $500-800 in official cabinets
- CPM from $0.2 – cost-effective terms
- CPC from $0.01 – control over the cost of each click
- Support for USDT and rubles for the convenience of Russian advertisers
Advanced targeting
- Geography: 60+ countries worldwide
- Targeting based on the presence of Telegram Premium
- Wallet binding – a unique option for fintech
- Language targeting and platform settings
Built-in anti-fraud system
- Filtering up to 99% of low-quality traffic
- Payment only for impressions to real users
- Automatic exclusion of bots and fake accounts
Advertisement formats in AdsGram
AdsGram Channels
Automated placement of native posts in thematic channels:
- Placement for 24 hours with auto-deletion
- Minimum budget $100/day
- Choosing a category of channels or specific platforms
- Native appearance of a regular post in the channel
Rewarded video ads
Specialized format for Mini Apps and games:
- High user engagement
- Integration into the gaming experience
- Support for various devices and platforms
Embedded banners
Native ad integration in content:
- Natural perception by users
- High CTR Performance
- Responsive design for different formats
Comparison with official Telegram cabinets
Parameter | AdsGram | EUR Cabinet | TON Cabinet |
External Links | ✅ No restrictions | ✅ Allowed | ❌ Forbidden |
Minimum budget | $15 | €500+ | ~$600-800 |
Geography of Russia | ✅ Supported | ✅ Available | ❌ Excluded |
Premium targeting | ✅ Yes | ❌ No | ❌ No |
Anti-fraud | ✅ Built-in System | ⚠️ Basic | ⚠️ Basic |
Payment Currency | USDT, RUB | EUR | TON |
Entry Threshold | Low | High | Medium |
Who AdsGram is Suitable For
Ideal Use Cases:
- E-commerce and online stores with external websites
- Info products and online courses
- Cryptocurrency projects and Web3 startups
- Fintech services with wallet targeting
- Branded campaigns with wide reach
- Small businesses with limited advertising budgets
Especially effective for:
- Advertisers who were denied access to the TON cabinet
- Companies needing traffic to external resources
- Businesses requiring detailed targeting
- Startups with minimal budgets
AdsGram solves the main problem of the TON cabinet — restrictions on external links. This is critically important for most commercial projects. Plus, significantly lower entry barriers make the platform accessible for small businesses.
Advertising through telegram ads in 2025 provides businesses with a powerful tool to reach their target audience in one of the world's most popular messengers. It is critically important to understand the differences between EUR and TON cabinets — choosing the wrong type can completely block your marketing goals.
New formats, payment systems, and integration with Mini Apps open up vast opportunities for a creative approach to advertising campaigns. Alternative platforms like AdsGram provide additional options for those who find the constraints of official dashboards limiting.
Success in Telegram Ads requires an understanding of the nuances of each platform, meticulous preparation of creatives, and ongoing campaign optimization. With the right approach, this platform can become one of the most effective customer acquisition channels for your business.
