Telegram Gram vs TON: What Changed for Telegram Ads Advertisers in 2026

On 15 June 2026 at 12:00 UTC the coin that every self-serve Telegram Ads account is billed in changed its name. Toncoin became Gram. Advertisers woke up to a new word on exchanges and wallets, a help page that still said “Toncoin”, a homepage that two months later said “Gram”, and — as the official Gram channel warned on day one — sites and bots offering to “claim GRAM” or “migrate TON”. Only one of those things required any action, and it was the last one: ignoring it.

I have been buying Telegram Ads since 2021 and working in marketing since 2012, and I have watched currency questions eat more advertiser time than any targeting setting. So this page does two things. First, it pins down from Telegram’s own pages and Pavel Durov’s channel what exactly happened, with dates. Second, it shows what the rename did, and did not do, to real campaigns: 245,995 campaigns on TON-currency accounts that ran between 1 January and 19 October 2026, measured in Adsly Pro Panel, with Euro accounts as the control group whose currency did not change.

Short version for the impatient: same coin, new name, nothing to migrate, the same 0.1 floor. The rest is detail that matters when you plan a budget.

What Gram is: the same coin under a new name

Gram is the native coin of the TON blockchain, previously called Toncoin. ton.org now introduces it as “Gram (GRAM)” and adds: “The coin was also known as Toncoin.” It is a rename, not a new token and not a redenomination. The official Gram channel, which ton.org links to, put it plainly when the vote closed on 10 June 2026: “There is no swap, bridge, claim, or migration. No action is required from users. Balances, addresses, contracts, NFTs, staking, and DeFi positions all stay exactly as they are.”

Pavel Durov announced it on 1 June 2026: “TON’s native currency is becoming Gram”, “TON remains the name of the blockchain”, and the transition “will take around 3 weeks”. Gram, he wrote, “was the original name of TON’s currency in the first white paper”.

	Before 15 June 2026	After 15 June 2026
Coin name	Toncoin	Gram
Ticker	TON	GRAM
Blockchain	TON (The Open Network)	TON (The Open Network), unchanged
Smallest unit in Telegram’s API	1/1,000,000,000 of a toncoin (“nanotons”)	1/1,000,000,000 of a Gram (“nanograms”)
Your wallet balance	X TON	the same X, now labelled Gram
Price on the switch day (CoinGecko, EUR)	€1.486 on 14 June	€1.512 on 15 June, €1.480 on 16 June

The last row is the quickest proof that nothing was redenominated: the price moved by a couple of cents across the switch, as it does on any day. Had the coin been split or swapped, the price would have jumped by a multiple.

From the 2020 Gram to the 2026 rename: the timeline

If “Gram” sounds familiar, it is. In 2018 Telegram designed TON with a coin it planned to call Gram, and in May 2020 Durov announced that “Telegram’s active involvement with TON is over” after “a US court stopped TON from happening”. The network carried on under the community, and its coin became known as Toncoin. In 2026 Telegram came back as the driving force and returned the old name.

Date	What happened	Source
12 May 2020	Durov ends Telegram’s involvement in TON; Gram never launches	telegra.ph
9 Apr 2026	TON upgraded, “10× faster”, step 1 of 7 of Make TON Great Again	t.me/durov/482
4 May 2026	Fees down 6×; Telegram to replace the TON Foundation as the driving force and become the largest validator	t.me/durov/501
1 Jun 2026	”TON’s native currency is becoming Gram”, step 4 of 7; holder vote opens	t.me/durov/521, t.me/gram/2384
8 Jun 2026	Vote closes: 81.22 percent in favour	t.me/gram/2385
15 Jun 2026, 12:00 UTC	Rename takes effect; exchanges are expected to update at the same hour	t.me/gram/2385
22 Jun 2026	”Full consistency is expected across all projects”	t.me/gram/2385
by 2 Jul 2026	Creator rewards terms say “Gram balance rewards” (11 May: “Toncoin balance rewards”)	Internet Archive
21 Jul 2026	Durov: a native non-custodial Gram wallet is coming to every Telegram app	t.me/durov/533
17–28 Aug 2026	ads.telegram.org homepage switches from “pay for your ad with TON” to “with Gram”	Internet Archive, 17 Aug and 28 Aug
18 Aug 2026	Telegram applies to ICANN for a .gram domain zone	t.me/durov/543
31 Aug 2026	Gram Wallet in Telegram opens to a select group, wider rollout over the following weeks	t.me/durov/546
19 Oct 2026	Getting-started page still says “0.1 Toncoin”	ads.telegram.org/getting-started

What changed on ads.telegram.org, and what did not

The name on the front door. The Telegram Ads homepage now reads: “You can pay for your ad with Gram — a cryptocurrency Telegram uses for its high speed and low commissions.” Archived copies show “TON” in that sentence until at least 17 August 2026 and “Gram” from 28 August.

The help page has not caught up. On 19 October 2026 the getting-started page still says: “The minimum CPM for a sponsored message is 0.1 Toncoin.” Both statements describe the same coin, so read them together: the floor is 0.1 Gram.

Paying. The route is the same as before. Fragment’s ads page says: “Choose Budget » Add Funds on Fragment on the Telegram ad platform. Proceed with payment on Fragment using your Grams (GRAM).” Its how-to still sends you to a TON wallet such as Tonkeeper or MyTonWallet, tells you to buy “Grams (GRAM)” on an exchange, and the button on fragment.com/ads/topup is still labelled “Connect TON”. The network kept its name, so the wallet buttons kept theirs.

What did not change at all: the 0.1 floor, the rule that “Links to external sites are not allowed”, the auction and the terms on your balance. Under section 4.3 of the Ad Platform Terms, money on your balance is advertising credit that “cannot be withdrawn by the Advertiser, transferred to a different Account, or refunded” — the rename did not turn it into anything else.

What changed for channel owners who earn from ads

Telegram Ads pays half of its ad revenue to the owners of the channels where ads are shown, as the ads homepage states, and that revenue is now counted in Gram. The Content Creator Rewards terms read: “Gram balance rewards become available for withdrawal 2 days after the date they were accrued, while Star balance rewards require 21 days.” In the May version of the same terms the sentence began with “Toncoin balance rewards”. Nothing else in it moved.

Collection still runs through Fragment, which Telegram’s terms name as the platform that processes all creator rewards. Fragment’s own instructions: open your channel’s profile, go to Channel Settings, choose Statistics » Monetization and, if there is a balance, select Collect. ton.org lists the same thing under “Ads Payouts with Gram”.

For developers, Telegram’s Stars API page now says channel and bot ad revenue comes back “in nanograms (1/1_000_000_000th of a Gram)”; on 7 June 2026 the same sentence said “nanotons (1/1_000_000_000th of a toncoin)”. The flag you set to get it is still called ton — another sign that only the label changed, not the plumbing.

Wallets, exchanges and the “claim GRAM” scam

The Gram channel’s warning from 1 June is the most useful sentence of the whole rename: “Any site, bot, or link asking you to ‘claim GRAM’ or ‘migrate TON’ is a scam.” There was nothing to claim. Exchanges were expected to update tickers at 12:00 UTC on 15 June, with full consistency expected by 22 June; CoinGecko now lists the coin as “Gram (prev. Toncoin)”.

Telegram’s own wallet arrived later. On 21 July Durov promised a “native non-custodial Gram wallet” in every Telegram app, and on 31 August he wrote that Gram Wallet “is ready and is now accessible to a select group of users”, with a gradual rollout over “the next couple of weeks”.

What we could not confirm: whether Gram Wallet can top up a Telegram Ads account directly. On 19 October Fragment’s payment instructions still name Tonkeeper and MyTonWallet and a “Connect TON” button, and no Telegram page we read says that the built-in wallet connects to the ads top-up. Until one does, budget for the route Fragment describes.

Our data: TON-account campaigns before and after 15 June

The next sections are measured in Adsly Pro Panel on 19 October 2026. The panel holds 551,607 campaigns from 442 ad accounts with 1,285,233,150 impressions in total. Most of that base sits on TON-currency accounts, and in 2026 alone those ran 245,995 campaigns with spend on 256 accounts and 965,747,754 impressions (first ad 1 January, last 19 October). The Euro control group: 91,892 campaigns, 107 accounts, 129,074,477 impressions over the same dates.

How we count: TON figures are in TON, which is Gram one for one; Euro figures are in euros; nothing is converted or added across currencies. Campaigns are grouped by start date. CPM uses every campaign with spend; CTR, cost per click and cost per action leave out campaigns with more clicks than impressions or CTR above 25 percent. A subscriber is a join to the promoted channel, a bot start is a start of the promoted bot — neither is a deposit or a sale.

Two windows of the same length, eight weeks before and eight weeks after the switch:

Metric	TON before (20 Apr – 14 Jun)	TON after (16 Jun – 10 Aug)	Euro before	Euro after
Campaigns	62,040	27,749	14,720	32,543
Accounts	111	80	49	49
Impressions	159,079,211	113,408,144	28,557,376	30,056,374
CPM	0.706 TON	0.877 TON	€1.188	€1.334
CTR	2.06%	2.02%	0.94%	0.96%
Cost per click	0.034 TON	0.041 TON	€0.125	€0.138
Cost per subscriber	0.275 TON	0.516 TON	€0.721	€1.770
Cost per bot start	0.179 TON	0.184 TON	€0.348	€0.263
Median bid	0.55 TON	0.73 TON	€2.00	€2.00
Bids at exactly 0.10	9.3%	3.9%	0.1%	0.0%

CPM rose on TON accounts after the switch — and it rose on Euro accounts too, whose currency did not change. Click-through barely moved on either. That is the pattern of a market that shifted in summer, not of a currency event. We do not attribute any of these moves to the rename.

The switch day itself: delivery did not blink

The panel stores each campaign’s statistics as daily running totals, so daily delivery below is the day-over-day difference for each TON campaign that has both days on record.

Day (UTC)	TON campaigns delivering	Accounts	Impressions that day	Spend, TON	CPM, TON
12 Jun 2026	5,365	38	13,853,559	2,660.7	0.192
13 Jun 2026	4,928	39	8,545,725	2,722.0	0.319
14 Jun 2026	4,564	38	3,088,501	1,607.4	0.520
15 Jun 2026 (switch at 12:00)	4,740	37	2,934,651	1,812.4	0.618
16 Jun 2026	6,136	39	2,866,790	1,933.1	0.674
17 Jun 2026	5,334	34	2,941,289	1,940.0	0.660
18 Jun 2026	5,849	37	2,695,847	2,104.5	0.781

On the day the coin changed its name, 4,740 campaigns on 37 TON accounts kept delivering, and the next day 6,136 did. No pause and no gap in spend. The big swing in impressions on 12–13 June is one large buyer: on 12 June a single account delivered 77 percent of all TON impressions.

TON accounts month by month in 2026

By start month, TON-currency accounts, campaigns with spend:

Start month	Campaigns	Accounts	Impressions	CPM, TON	CTR	Per subscriber, TON	Per bot start, TON	Largest account’s share of impressions
Jan 2026	15,769	42	24,917,382	1.752	1.94%	0.789	0.720	26.6%
Feb 2026	12,780	48	40,213,091	1.916	3.24%	0.743	0.415	28.2%
Mar 2026	14,289	69	58,428,930	1.175	2.61%	0.118	0.761	17.7%
Apr 2026	42,997	82	61,504,458	0.665	1.80%	0.230	0.153	33.6%
May 2026	35,177	86	69,432,620	0.991	2.27%	0.311	0.173	20.5%
Jun 2026	15,133	57	92,146,962	0.502	1.91%	0.157	0.141	25.1%
Jul 2026	17,501	62	49,074,683	1.361	2.03%	0.690	0.322	13.5%
Aug 2026	43,008	94	240,517,763	0.508	2.01%	0.434	0.133	44.4%
Sep 2026	33,450	99	226,707,538	0.495	2.07%	0.631	0.090	33.0%
Oct 2026 (to 19th)	15,891	59	102,804,327	0.355	1.69%	0.475	0.105	48.6%

The Euro control group over the same months, in euros:

Start month	Campaigns	Accounts	CPM	CTR	Per subscriber	Per bot start
Jan 2026	6,134	16	€3.324	1.02%	€2.720	€0.829
Feb 2026	2,631	19	€2.451	0.91%	€1.640	€0.546
Mar 2026	9,324	24	€4.280	0.69%	€10.003	€0.438
Apr 2026	11,535	30	€3.931	0.84%	€3.967	€0.772
May 2026	8,343	34	€1.182	0.81%	€1.243	€0.692
Jun 2026	9,038	39	€1.047	1.13%	€0.813	€0.252
Jul 2026	22,639	32	€1.587	1.00%	€1.943	€0.292
Aug 2026	12,223	26	€1.413	1.01%	€1.155	€0.290
Sep 2026	5,567	18	€0.971	1.99%	€0.250	€0.440
Oct 2026 (to 19th)	4,458	17	€1.427	0.77%	€1.749	€0.543

Read the last TON column before the CPM column. From August the largest single account bought between a third and a half of all TON impressions, at 0.22–0.27 TON per thousand against 0.48–0.71 TON for everyone else, and that pulls the average CPM down. The monthly line describes who was buying, not what the coin was called. For per-niche prices see our crypto benchmarks and the CTR and CPM benchmarks.

The 0.1 floor: how many campaigns bid the minimum

Since the first TON campaign in our base on 18 April 2024, 376,344 campaigns on 312 TON accounts have carried a bid. The lowest is 0.10, held by 27,063 of them; not one is below. The floor was the same before and after the rename.

Start month	TON campaigns, 1,000+ impressions	Median bid, TON	Bid at exactly 0.10	Bid at 0.12 or less	All TON campaigns created	Created at 0.10
Jan 2026	3,991	0.80	0.0%	0.0%	16,754	2.2%
Feb 2026	2,971	0.44	8.4%	8.7%	29,300	5.9%
Mar 2026	3,126	0.12	24.2%	50.4%	32,571	12.7%
Apr 2026	5,667	0.45	14.7%	20.7%	73,564	5.7%
May 2026	6,775	0.22	11.4%	17.6%	50,017	10.5%
Jun 2026	5,557	0.35	9.3%	18.0%	16,510	5.7%
Jul 2026	4,517	0.20	5.8%	14.7%	23,739	2.7%
Aug 2026	10,542	0.20	3.4%	10.2%	54,948	6.6%
Sep 2026	10,612	0.50	3.9%	3.9%	44,671	10.8%
Oct 2026 (to 19th)	5,508	0.39	2.3%	3.1%	22,145	3.4%

Floor bidding peaked in March, a quarter of delivering campaigns at exactly 0.10, and has been thinning since. Among campaigns that actually bought 1,000 or more impressions it fell from 9.3 percent in June to 2.3 percent in October. New campaigns are still created at 0.10 more often than that: in September 4,811 TON campaigns were created at 0.10, and 412 of them went on to buy 1,000 or more impressions. A 0.10 bid places an ad; it does not buy volume in a busy auction.

Same advertisers, before and after

Totals change when different people buy, so we also compared each account with itself. We took every account with at least 10 campaigns with spend in both eight-week windows around the switch and compared its own CPM and its own median bid.

	TON accounts	Euro accounts
Accounts in both windows	25	17
Their campaigns, before / after	26,344 / 16,147	7,617 / 21,940
Median account CPM, before / after	0.947 / 1.296 TON	€1.689 / €1.493
Median change in an account’s own CPM	+27%	−4%
Accounts whose CPM rose / fell	16 / 9	7 / 10
Median change in an account’s own median bid	+4%	0%

The typical TON advertiser paid more per thousand impressions after June while barely touching the bid, and the typical Euro advertiser paid slightly less. That is consistent with more competition for TON inventory over the summer. It does not show that the rename caused it, and with 25 accounts it is a signal, not a law.

What the rename means for your budget

The rename did not change a single number in your account, but the coin underneath still moves against the euro every day. Daily prices from CoinGecko, averaged by month:

Month	Average price of 1 Gram, EUR	What the 0.1 floor costs per 1,000 impressions
Jan 2026	€1.449	€0.145
Feb 2026	€1.197	€0.120
Mar 2026	€1.147	€0.115
Apr 2026	€1.129	€0.113
May 2026	€1.680	€0.168
Jun 2026	€1.464	€0.146
Jul 2026	€1.366	€0.137
Aug 2026	€1.191	€0.119
Sep 2026	€1.223	€0.122
Oct 2026 (1–19)	€1.280	€0.128

On 19 October 2026 one Gram cost €1.20, or $1.35. May’s average was 49 percent above April’s: the same 100 Gram of budget was worth about €113 at April’s average and €168 at May’s. Durov’s own example from 30 August: a student sold a Telegram collectible for 15,000 Grams and, in Durov’s words, “made $20,000”.

Three practical consequences. Plan TON budgets in Gram and treat the euro value as a forecast. Buy Gram close to when you top up, because the balance cannot be withdrawn afterwards. And compare TON and Euro campaigns on results, cost per subscriber or per bot start, never on CPMs converted at one day’s rate.

What a self-serve advertiser should do now

1. Nothing to migrate. Your ads, balance, bids and statistics on ads.telegram.org stayed as they were. 1 TON became 1 Gram.
2. Ignore every “claim GRAM” or “migrate TON” offer. The Gram channel called them a scam on day one.
3. Top up as before: Budget » Add Funds on Fragment, pay in Grams (GRAM) from a TON wallet you connect with “Connect TON”.
4. Keep bidding from 0.10. It is still the floor; above it, bid by results.
5. Read “Toncoin” and “TON” in older pages and tools as Gram. Some of Telegram’s own pages, wallet buttons and API flags still use the old word.
6. Budget in Gram, report in results. Keep the euro view as an estimate.
7. Channel owners: collect ad rewards in Gram through Fragment’s route, Channel Settings » Statistics » Monetization » Collect; the balance becomes withdrawable after 2 days.

When an Adsly Euro account is the better route

The rename settled what the coin is called. It did not change what a self-serve account can do: ads link only to Telegram, so a website, an app store page or a landing page needs another route. That route is the Euro account, and it takes the currency question off the table: the balance is in EUR, and you pay Adsly in any crypto, Gram included, or whichever coin you hold.

• External websites as well as channels, bots and Mini Apps.
• Russia and Ukraine in reach, alongside every other available country: each Euro account we open is a World account and you choose countries per campaign.
• A direct line to Telegram moderation when an ad is declined, because Adsly is an official Telegram Ads partner.
• Opened in 48 hours from payment, with no KYC and no documents, from €650 in a regular niche, of which €500 goes to your ad balance.
• Pro Panel, the strongest panel for Telegram Ads: bulk launches, hourly statistics and rules across all your accounts in one window.

If your campaigns lead outside Telegram, or your market is Russian-speaking, start at the Euro account page. More on how the account types differ: Stars vs TON vs Euro and what a TON account can do.

FAQ

Is Gram the same as Toncoin?

Yes. Gram is Toncoin renamed. The vote on TON Vote closed on 8 June 2026 with 81.22 percent in favour, and from 12:00 UTC on 15 June the coin is called Gram with the ticker GRAM. ton.org describes Gram as the native coin and notes that it “was also known as Toncoin”. The blockchain is still called TON.

Do I need to swap or migrate my TON to Gram?

No. The official Gram channel: “There is no swap, bridge, claim, or migration. No action is required from users.” Balances, addresses and contracts stayed as they were. Any site or bot asking you to claim GRAM or migrate TON is, in the channel’s words, a scam.

Did the minimum CPM on Telegram Ads change after the rename?

No. Telegram’s getting-started page still sets it at 0.1 (it still writes “0.1 Toncoin”), and in Adsly Pro Panel not one of 376,344 TON-account campaigns since April 2024 carries a bid below 0.10, before or after 15 June.

Can I pay for Telegram Ads with Gram Wallet inside Telegram?

Not confirmed. Fragment, where ad accounts are topped up, still tells you to use a TON wallet such as Tonkeeper or MyTonWallet and to press “Connect TON”. Durov announced Gram Wallet on 31 August 2026 with a gradual rollout; no Telegram page we checked says it connects to the ads top-up.

How do channel owners withdraw ad revenue in Gram?

Through Fragment. Open the channel profile, Channel Settings » Statistics » Monetization, and select Collect. Telegram’s terms say Gram rewards become available for withdrawal 2 days after they accrue; Star rewards take 21 days.

What is the price of Gram today?

On 19 October 2026 CoinGecko showed €1.20, or $1.35, per Gram. Over 2026 the monthly average ranged from €1.13 in April to €1.68 in May. That is why a TON budget planned in euros drifts, and why Euro accounts keep the balance in euros.

Does an Adsly Euro account involve Gram at all?

Only if you choose to pay with it. A Euro account is funded in EUR through Adsly; you pay in any crypto, and the balance, CPM and reports are in euros.

Want a Euro account, or not sure which account type fits? Write to @adsly_pro or order on the Euro account page.

Sources

• Measurements: Adsly Pro Panel, 19 October 2026 (551,607 campaigns, 442 ad accounts, 1,285,233,150 impressions; 2026 TON-currency accounts: 245,995 campaigns with spend, 256 accounts, 965,747,754 impressions, 1 January – 19 October 2026; Euro: 91,892 campaigns, 107 accounts, 129,074,477 impressions).
• Pavel Durov, 1 June 2026: “TON’s native currency is becoming Gram”; also 482, 501, 533, 543, 545, 546.
• Gram channel, 1 June 2026 and 10 June 2026: vote, 81.22 percent, effective 12:00 UTC 15 June, no swap, scam warning.
• ton.org: “Gram (GRAM)”, “The coin was also known as Toncoin”, ads payouts in Gram.
• Telegram Ads homepage: “You can pay for your ad with Gram”; earlier wording in the Internet Archive, 17 August 2026.
• Telegram Ads: getting started: “The minimum CPM for a sponsored message is 0.1 Toncoin”, “Links to external sites are not allowed” (checked 19 October 2026).
• Telegram Ad Platform Terms of Service, sections 4.3–4.4: unspent balance.
• Telegram Content Creator Rewards terms: Gram rewards withdrawable after 2 days, Fragment as processor; May 2026 version.
• Telegram API: Stars and ad revenue: revenue in nanograms; 7 June 2026 version in nanotons.
• Fragment: Ads and Add Funds: paying in Grams (GRAM), collecting rewards.
• Pavel Durov, “What Was TON And Why It Is Over”, 12 May 2020.
• CoinGecko: Gram: daily EUR prices, monthly averages computed by Adsly.