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.
What the EUR cabinet is#
The Telegram Ads Platform — commonly called the EUR cabinet — is Telegram's official self-serve 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.
This is separate from two other forms of advertising that appear on Telegram:
- TON Stars placements — channel owners accept direct payments from advertisers in TON/Stars. No central review, no CPM floor, no official targeting tools.
- Direct channel buying — advertisers negotiate directly with channel admins to post promotional content as regular posts.
The EUR cabinet is the only one operated by Telegram itself. It's the source of the "Sponsored" label you see at the bottom of public channels. Telegram Ads Spy archives exclusively EUR-cabinet creatives from this endpoint.
How sponsored messages work technically#
When a Telegram user opens a qualifying public broadcast channel, the app calls channels.getSponsored. 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 polling
channels.getSponsoredacross our pool of 9,000+ monitored channels 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) | €2,000 top-up minimum | Mid-large brands, agencies |
| Authorised reseller | ~€500–1,000 (reseller-dependent) | SMBs, solo advertisers |
| Managed service (full agency) | Typically €10,000+ setup | Large advertisers, ongoing campaigns |
Direct access means you create an account at ads.telegram.org, top up your balance, build creatives, set targeting and CPM bids, and Telegram reviews and delivers the ads. You own the cabinet.
Authorised resellers are agencies Telegram has approved to purchase inventory on clients' behalf. They aggregate demand to meet the minimum threshold, typically charging a management fee (10–20% of spend) on top. The entry bar drops to ~€500–1,000 per advertiser. For brands testing Telegram for the first time, starting through a reseller is the practical path.
The reported €2M/year direct requirement applies to a specific tier of direct partnership — Telegram-managed relationships with major global advertisers. The standard ads.telegram.org self-serve entry is €2,000 per top-up, not €2M per year.
What the EUR cabinet offers advertisers#
Targeting options#
| Parameter | What you can set |
|---|---|
| Language | Target by channel language (Russian, English, Arabic, Indonesian, etc.) |
| 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: The EUR cabinet does not target by geography directly. It targets by language, which correlates with geography but is not identical. A Russian-language creative will appear across Russian-speaking channels in Russia, Germany, Israel, and the UAE simultaneously.
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, gambling, 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 language and channel category.
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.
Gramesh (our data source) serves signed URLs for banner media 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"). CTR for channel-pic format is typically 40–60% higher than text-only in our observations.
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 TON Stars vs direct channel buying#
| Dimension | EUR Cabinet | TON Stars / direct | Direct channel buy |
|---|---|---|---|
| Operator | Telegram | Telegram (TON rail) / channel owner | Channel owner directly |
| Review | Telegram moderation, 24h | None | None |
| Minimum entry | €2,000 (direct) / ~€500 (reseller) | As low as a few $ | Negotiated (often $50–500/post) |
| Targeting | Language + category | None (you pick specific channels) | Manual channel selection |
| Format | Sponsored message (160 chars + optional media) | Native post (any format) | Native post (any format) |
| Attribution | EUR cabinet dashboard | None (manual tracking links) | None (manual tracking links) |
| Placement label | "Sponsored" at bottom of channel | No label | No label |
| Scale | Automated across all eligible channels in targeting | Per-channel manual | Per-channel manual |
| Archived by Telegram Ads Spy | Yes — all EUR-cabinet sponsored messages | Partially (TON patterns) | 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 poll channels.getSponsored 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 signed gramesh 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, 3,413 sponsored-impression records.
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 CPM and format choices — check which format type (banner vs text-only) competitors in your niche use most. The more-indexed variant is typically the better performer.
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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