Telegram Ads is the official, in-app advertising platform of the Telegram messenger. It places sponsored 160-character messages at the end of public channels with over 1,000 subscribers.
Operated by Telegram FZ-LLC since 2021, Telegram Ads runs on a CPM model with TON, EUR or Telegram Stars as currency. Ads can target by channel topic, language, country, device, and (in Stars campaigns) interests. Ads are reviewed by Telegram moderation before going live and must comply with the Telegram Ads policy. The platform is the only way to buy ad placements inside Telegram at scale.
See also: Euro Cabinet , TON Cabinet , Stars Cabinet
A Euro cabinet is a Telegram Ads advertising account that is funded in EUR via a Telegram reseller (such as Adsly) under a European legal entity, without requiring KYC from the end advertiser.
Euro cabinets are the most common route to advertise on Telegram for non-EU advertisers and high-risk niches (forex, crypto, gambling, betting, casino, nutra — supplements / pills / vitamins). The reseller (Adsly) opens the cabinet under its own EU legal entity, fronts the EUR deposit to Telegram, and resells access to the advertiser for any supported cryptocurrency. Minimum deposit at Adsly is €500 (€5,000 for the four full-bundle niches: gambling, nutra, adult, binary options); cabinet opens within 48 business hours. The reseller commission depends on geo+niche — high-risk niches (gambling, nutra, forex, adult) carry 50%.
See also: TON Cabinet , Stars Cabinet , KYC (Know Your Customer) , Reseller Commission
A TON cabinet is a Telegram Ads advertising account funded in The Open Network (TON) cryptocurrency via the user's own TON wallet.
TON cabinets opened directly on ads.telegram.org are self-service: the user connects a TON wallet, funds the cabinet, and runs campaigns immediately. There is no KYC for TON cabinets but high-risk niches (forex, crypto-exchange, gambling, nutra) face stricter moderation than Euro cabinets and Telegram can suspend accounts at any time. TON cabinets opened via Adsly on our EU entity charge a 25% flat commission for regular niches with €500 minimum; the four full-bundle niches (gambling, nutra, adult, binary options) are €5,000 deposit + 50% — identical to Euro. TON cabinets exist alongside Euro cabinets and Telegram Stars cabinets — all three are managed in the Adsly Pro Panel.
See also: Euro Cabinet , Stars Cabinet , Telegram Ads
A Stars cabinet is a Telegram Ads advertising account funded in Telegram Stars, the platform's in-app virtual currency.
Telegram Stars cabinets are the newest cabinet type and the most consumer-facing — they allow targeting Telegram-Premium users and Mini-App users. Stars are bought via the Telegram app store (Apple/Google in-app purchase) or by exchanging TON. Stars cabinets are managed in the Adsly Pro Panel alongside TON and Euro cabinets.
See also: TON Cabinet , Euro Cabinet , Telegram Ads
CPM is the price an advertiser pays per 1,000 ad impressions. On Telegram Ads, CPM typically ranges from €0.50 to €5.00 depending on country, channel topic, and audience quality.
CPM is the primary pricing model on Telegram Ads — advertisers bid CPM amounts and the platform serves the ad to the targeted channel's subscribers proportional to bid. Lowest CPM markets in 2026: Central Asia (€0.50–0.90), CIS (€0.70–1.20). Highest CPM markets: UAE, Qatar (€1.50–5.00 for premium audiences). CTR on Telegram Ads averages 0.3–0.8% depending on creative.
See also: CTR (Click-Through Rate) , CPA (Cost Per Action) , Bidding
CTR is the percentage of users who click an ad after seeing it. On Telegram Ads, healthy CTR ranges from 0.4% to 1.5% depending on creative and audience match.
CTR on Telegram Ads is calculated as clicks / impressions. Above-average CTR (>0.8%) is achievable with strong creative, niche-relevant targeting, and well-tuned audience temperature. Telegram Ads tracks CTR per ad — the Adsly Pro Panel surfaces it hourly so advertisers can pause underperformers within the day rather than the week.
See also: CPM (Cost Per Mille) , CPA (Cost Per Action)
CPA is the average cost to acquire one customer action (signup, deposit, purchase). It equals total ad spend divided by the count of confirmed actions.
CPA is the bottom-line conversion metric for Telegram Ads. Tracked outside Telegram (via the advertiser's own analytics or via Adsly Pro Panel server-side tracking integration). Typical CPA in 2026: $5–15 for crypto signups (CIS), $30–80 for forex broker registrations (LATAM/MENA), $50–150 for iGaming FTDs.
See also: CPM (Cost Per Mille) , CTR (Click-Through Rate) , ROAS (Return On Ad Spend)
ROAS is the ratio of revenue earned to ad spend, expressed as a multiplier. ROAS of 3.0 means $3 revenue per $1 ad spend.
ROAS is the cleanest profitability metric for performance campaigns. On Telegram Ads, ROAS varies widely by niche: 2.0–3.5 for crypto/forex broker acquisition, 4.0–8.0 for high-LTV iGaming, 1.5–2.5 for mainstream e-commerce. The Adsly Pro Panel can be integrated with server-side conversion tracking to compute ROAS per cabinet, per campaign, per ad.
See also: CPA (Cost Per Action) , CPM (Cost Per Mille) , Managed Service
Bidding is how Telegram Ads auctions ad placements: each advertiser sets a maximum CPM they're willing to pay, and the platform serves the ad based on bid + quality score.
Telegram Ads uses a sealed second-price auction (you pay one cent above the second-highest bid). Setting a competitive bid is critical for high-demand niches like crypto and forex during launch windows. The Adsly Pro Panel can automate bid increases via IF/THEN rules — e.g. raise CPM by 20% if CTR drops below threshold.
See also: CPM (Cost Per Mille) , Automation Rules
Automation rules are if-then conditions that automatically adjust campaigns based on performance metrics. Example: "pause campaign if CPC > $0.50 for 2 hours".
The Adsly Pro Panel offers IF/THEN automation rules across CPM, CTR, CPC, CPA, ROAS, budget pace, daily spend, and time-of-day signals. Rules run server-side in real time on hourly intervals. Common rules: budget scale-up on positive ROAS, pause on low CTR, time-of-day bid adjustment for different geos.
See also: Bidding , Pro Panel
AI Recreate is an Adsly Pro Panel feature that automatically rewrites declined ads into Telegram-Ads-compliant versions, preserving the conversion intent.
When Telegram Ads moderation declines an ad (most common reasons: guaranteed-return claims, missing risk disclaimers, prohibited words), AI Recreate generates a compliant rewrite using niche-specific moderation playbooks built from 1000+ Adsly campaigns. The rewrite typically passes on first resubmission. Available in the Adsly Pro Panel for all cabinet types.
See also: Moderation , Pro Panel
KYC is identity verification (government ID, proof of address, business registration documents). Adsly does NOT require KYC from clients for Euro cabinets.
KYC is a compliance step common for direct ad accounts on Meta, Google and TikTok. For Adsly Euro cabinets, KYC is performed at the reseller level (Adsly's own EU legal entity is verified with Telegram) — clients do not submit any personal documents. This is the primary reason advertisers choose Adsly over direct Telegram Ads cabinet opening for high-risk niches.
See also: Euro Cabinet , Reseller Commission
A reseller commission is the fee a Telegram Ads reseller (such as Adsly) charges an advertiser on top of the ad deposit, in exchange for opening and running the cabinet on its own EU entity. The rate depends on geo and niche.
Because non-EU advertisers and high-risk niches cannot open a Telegram Ads cabinet directly, a reseller opens one on its EU legal entity and charges a commission for the access, compliance handling and management. The rate depends on the niche and target geo, and Adsly never quotes specific percentages in marketing because they vary — exact terms are sent after we learn about the project. The four full-bundle high-risk niches (gambling, nutra, adult, binary options) instead carry a fixed €5,000 deposit that bundles cloaking infrastructure and a done-for-you campaign launch.
See also: Euro Cabinet , Multigeo Cabinet , Full-bundle Niche
A multigeo cabinet is a Telegram Ads Euro cabinet that can target multiple countries from a single account, instead of one country per cabinet.
Adsly offers multigeo cabinets covering 13 of the 41 supported countries, including Russia, at a flat 50% commission. Multigeo is efficient for cross-CIS or cross-LATAM tests where the advertiser doesn't know which country will perform best yet. Single-country cabinets remain available for advertisers who want isolated reporting per geo.
See also: Euro Cabinet , Reseller Commission
Moderation is Telegram's review process for ad creatives before they go live. Telegram reviewers check copy and links against the Telegram Ads policy.
Telegram moderation is stricter than Meta/Google for high-risk niches (forex, crypto, gambling, betting, nutra). Common decline reasons: guaranteed-return claims, missing risk warnings, prohibited terms ("guaranteed", "free money"), unrelated links. For nutra (any pill / supplement / vitamin) the recurring decline reason is unsupported health claims and dosage promises — we rewrite claim wording to clear it. Adsly has built niche-specific compliance playbooks from 1000+ campaigns and pre-checks copy via AI before submission, achieving high first-submission approval rates.
See also: AI Recreate
Adsly Pro Panel is the management dashboard for Telegram Ads. It's the only panel that unifies TON, Euro and Stars cabinets in one interface.
Features: bulk-edit 1000+ campaigns at once, IF/THEN automation rules, hourly analytics, AI ad-copy generation, channel quality scanner, team management, white-label option. Pro Panel is included free for the lifetime of every Adsly-opened Euro cabinet or managed-service contract. Standalone Self-Serve subscriptions also available for advertisers with their own cabinets.
See also: Automation Rules , AI Recreate , White-Label
White-label is running the Adsly Pro Panel under your own brand: your domain, your logo, your colors.
Adsly's white-label option lets agencies and SaaS providers ship a branded Telegram Ads panel without building one. Custom subdomain, logo, color palette, and email templates. Pricing is discussed individually based on team size and cabinet volume.
See also: Pro Panel , Managed Service
Adsly Managed Service is a done-for-you Telegram Ads program where Adsly's team runs your campaigns end-to-end. Pricing starts at $500/month + 10% of ad spend.
Includes strategy, creative production, moderation pass, A/B testing, daily optimisation, weekly performance reports. Minimum ad budget $1,000/month. Cabinet provision is bundled — Adsly opens a cabinet (Euro or TON depending on the project) and runs the campaign on it. Regular niches: 10% ad spend fee. High-risk niches: higher, quoted per project.
See also: Pro Panel , Euro Cabinet
Cold-start velocity is how fast a brand-new Telegram Ads cabinet reaches stable ROAS after launch. Adsly's playbook averages 5–7 days for regular niches.
A new cabinet has no audience signal — Telegram's ad engine needs early conversions to learn who buys. The Adsly Pro Panel cold-start playbook front-loads creative volume (10+ ad variants), accepts higher CPA in days 1–3 for data, then prunes and scales the winners. Typical curve: day 1–2 CPA 2× target, day 3–4 CPA at target, day 5–7 CPA stabilises, day 8+ scale.
See also: ROAS (Return On Ad Spend) , CPA (Cost Per Action) , Pro Panel
Subscriber audience targeting is a Telegram Ads option that lets you target users who already subscribe to specific Telegram channels.
High-LTV targeting type because subscribers self-select into a topic. Used heavily for forex/crypto channel-owner promotions where the audience is "users who already follow finance content". Adsly Pro Panel's channel quality scanner ranks subscriber-audience candidates by activity, geo distribution, and overlap with your existing customer base.
See also:
iGaming is the umbrella term for online real-money gambling — casino, sports betting, slots, crash games, poker and lottery — run as regulated or offshore operations that acquire players through paid media.
On Telegram Ads, iGaming is a restricted category rather than a banned one, so operators run it through a Euro or TON cabinet on Adsly's EU entity. It is the single largest advertising vertical inside Telegram Mini Apps (about 22% of all mini-app ad impressions). Adsly opens an iGaming cabinet for a €5,000 minimum deposit as a full-bundle niche — the price includes cloaking infrastructure and a manager who sets up and launches campaigns to Active. Real Telegram CPMs for iGaming run €2–€5, a fraction of the $15–50 per-country-licensed CPM Google charges.
See also: , GGR (Gross Gaming Revenue) , FTD (First-Time Deposit) , Euro Cabinet
GGR (Gross Gaming Revenue) is the total amount players wager minus the winnings paid back to them — the core top-line metric of any iGaming operator before bonuses and costs.
GGR is what an operator keeps from play before deducting bonuses, taxes, affiliate payouts and marketing. It is the denominator most gambling affiliate deals are priced against (revenue-share deals pay a percentage of net gaming revenue derived from GGR). For a media buyer acquiring players via Telegram Ads, GGR per acquired player is the number that justifies the cost per FTD — high-GGR geos like Brazil and Turkey are exactly where Telegram's €2–€5 CPM makes the maths work.
See also: NGR (Net Gaming Revenue) , FTD (First-Time Deposit) , iGaming
NGR (Net Gaming Revenue) is Gross Gaming Revenue minus bonuses, gaming taxes, payment fees and other direct costs — the figure affiliate revenue-share commissions are usually calculated on.
NGR is the operator's real earned revenue after the cost of running the games. Affiliate contracts that pay "30% revenue share" almost always mean 30% of NGR, not GGR — the distinction materially changes affiliate economics. When planning Telegram Ads spend for an iGaming offer, buyers model expected NGR per FTD against the cost per first-time deposit to find a profitable CPA or hybrid deal.
See also: GGR (Gross Gaming Revenue) , FTD (First-Time Deposit) , iGaming
FTD (First-Time Deposit) is the first real-money deposit a newly acquired player makes — the conversion event that most gambling and forex acquisition campaigns are optimised and paid against.
FTD is the moment a click becomes a paying customer. Gambling, betting and nutra CPA deals are typically priced per FTD (cost per first-time deposit), and the ratio of FTDs to clicks is the truest measure of traffic quality. This is why the mini-app-ads-versus-official-Telegram-Ads distinction matters: bot-inflated mini-app traffic can look cheap per click but collapses on FTD rate, while intent-grade Telegram Ads placements convert real depositors.
See also: GGR (Gross Gaming Revenue) , NGR (Net Gaming Revenue) , CPA (Cost Per Action)
Cloaking, in a compliant Telegram Ads context, is infrastructure that shows moderation a clean, policy-conformant landing page while routing real users to the operator's money page.
For the four full-bundle high-risk niches (gambling, nutra, adult, binary options), Adsly includes its own cloaking infrastructure in the €5,000 bundle, alongside a manager who launches the campaigns. The purpose is compliance-aligned delivery: moderation reviews a neutral entry page that meets Telegram Ads policy, while the campaign still reaches the intended audience. It is one reason first-try approval rises from roughly 30% on DIY high-risk campaigns to 95%+ through Adsly infrastructure (Adsly data).
See also: iGaming , Moderation
A full-bundle niche is one of the four highest-risk Telegram Ads verticals — gambling, nutra, adult and binary options — that Adsly opens at a €5,000 deposit which includes cloaking infrastructure and a done-for-you campaign launch.
Unlike regular niches (from €500) or forex/payday (high-risk 50% but still a €500 floor), the four full-bundle niches carry a €5,000 minimum deposit at a 50% commission — €7,500 total — identical on Euro and TON cabinets. The price is not just access: it bundles Adsly's cloaking infrastructure and a manager who sets up and launches the client's campaigns to Active status. It is a one-time launch, distinct from the separately-priced monthly Managed Service.
See also: iGaming , Cloaking , Euro Cabinet
A restricted category on Telegram Ads is a vertical — such as gambling, betting or crypto — that is allowed under stricter moderation rather than banned outright, unlike the blanket bans Meta and Google apply.
The restricted-vs-banned distinction is the whole reason high-risk acquisition works on Telegram. Meta bans gambling in most markets; Google requires a per-country gambling licence at $15–50 CPM. Telegram instead applies stricter moderation to the ad wording and the landing target. Solve moderation — with risk-disclosure copy, neutral entry pages and a channel or bot as the first touch — and the channel opens at €2–€5 CPM. In markets with local advertising bans (for example, betting advertising in Turkey), operators must additionally ensure their targeting and creative comply with local law; Adsly frames all such campaigns around Telegram's restricted-category policy, not around circumventing national bans.
See also: iGaming , Moderation
