Telegram Ads Stars vs TON vs Euro: Measured Differences (2026)
Euro, TON and Stars are three ways to pay for the same Telegram sponsored messages, and since August 2026 they share one targeting form: countries, languages, topics, channels, bots and search. On our own accounts, campaigns that got a moderation verdict were approved 99.9% of the time on Stars, 95.6% on Euro and 86.8% on TON. Euro adds human escalation of declined ads, website links, a custom button and conversion events, and is the only one served in Russia, Ukraine, Israel and Palestine. TON is self-serve, paid in the currency Telegram now calls Gram, with a 0.1 minimum CPM. Stars works only for owners spending Stars their own channel or bot earned, on ads for that channel or bot.
Three ways to pay for the same ad
A Telegram Ads account is defined by the currency it is funded in, and that currency decides who can open one and what rules come with it. The ad itself — a sponsored message in a channel, a bot or search results — looks the same to the person who sees it.
Euro. The original Telegram ad platform, billed in euro. It is not self-serve: accounts are opened through partners who work with Telegram, which is what Adsly does. A declined Euro ad can be escalated to a person through Adsly.
TON. The self-serve platform at ads.telegram.org, funded in TON’s own currency. That currency was Toncoin until June 2026, when Pavel Durov announced that “TON’s native currency is becoming Gram”; TON stays the name of the blockchain, and the ads homepage now says you pay “with Gram”. Telegram’s getting-started page sets the minimum CPM at 0.1 and allows only Telegram destinations: “Links to external sites are not allowed.”
Stars. Not a general way to buy ads. Telegram’s terms let channel and bot owners spend the Stars their channel or bot earned on ads for that same channel or bot, valuing each Star at $0.02 of advertising credit. If you have no Stars income, there is no Stars account for you.
What we measured
Our own campaigns, every account we operate, measured on 2026-10-03. Approval counts campaigns that received a verdict: launched (Active, Stopped or Paused, so they passed review) or Declined. Campaigns still in review, on hold or deleted carry no verdict and are left out — a deleted campaign may never have been reviewed, and counting it as a rejection would invent one.
| TON | Euro | Stars | |
|---|---|---|---|
| Approved | 86.8% | 95.6% | 99.9% |
| Campaigns with a verdict | 159,617 | 111,881 | 26,591 |
| CTR | 2.18% | 0.85% | 3.08% |
| CPM, in the account’s currency | 0.90 TON | €2.97 | 395 Stars |
| Impressions | 862M | 261M | 10.4M |
| Accounts with spend | 262 | 106 | 13 |
CTR excludes campaigns that report more clicks than views, or CTR above 25%; CPM uses everything.
Three things to keep in mind before reading the table as a ranking.
The CPMs are in three currencies. Compare a CPM within its own column, not across. At Telegram’s own $0.02 per Star, 395 Stars is about $7.90 per thousand views, but that conversion only applies to Stars a channel earned.
The Euro row is mostly Russia. Russia is the largest market our Euro accounts buy, and TON is not served there at all, so the Euro CPM and CTR carry Russian prices. Russia alone measured €2.68 CPM and 0.65% CTR on our Euro accounts; India, the next largest, €0.25 and 1.12%.
Stars stands on 13 accounts. Read it as direction. The other two stand on hundreds of thousands of campaigns.
Moderation: Euro is not the strict one
If you have read that Euro moderation is the hardest to pass, our data says the opposite: on our accounts, Euro approved 95.6% of campaigns that got a verdict and TON 86.8%. Stars approved nearly everything, which fits who uses it — owners promoting a channel that is already on Telegram and already earning.
Review on Euro takes about as long as on the others. Across 13,199 campaigns in September 2026, 84.6% of Euro ads got a decision within an hour and 98.5% within three hours; on TON it was 86.5% and 99.9%, on Stars 85.6% and 100%. What actually differs is what happens after a decline: a declined Euro ad can be escalated to a person through Adsly, which matters most in niches where a first decline is common, while a declined TON or Stars ad cannot. Telegram’s ad terms do not promise a review time on any account type.
Targeting: the same form since August 2026
Until August 2026, TON accounts targeted specific channels and bots, and audience targeting was a Euro feature. On 2026-08-22 Telegram gave TON and Stars accounts the same form as Euro; we checked it live on all three. All three now target users by country (229 options, including anonymous numbers), language (71) and topic (41), or target channels, bots and search placements directly.
What stays Euro-only:
- Website links. TON allows Telegram destinations only — channels, bots, Mini Apps and personal accounts.
- Custom button, conversion events and crypto audience flags.
- The in-stream video format. Photo and video creative in a normal sponsored message work on TON as well.
- Four countries. TON-funded ads are not served in Russia, Ukraine, Israel or Palestine. Euro covers them.
So choosing Euro for country targeting is no longer the reason. Choose it for those four countries, for a website destination, or to be able to escalate a declined ad to a person.
What each costs to open
Through Adsly, a regular-niche Euro account costs €650 in total, commission included; a TON account €625. Crypto and stocks start at €1,300 on Euro and €1,250 on TON. Nutra, adult and binary options cost €6,500 on Euro and on TON alike, with the same launch bundle, so TON is not a cheaper route for them. Gambling runs in two formats: an official gambling account with an ad budget from €25,000, or a test launch on our infrastructure with an ad budget from €5,000, run through the Pro Panel only; the commission is added on top and shown on the order form. Both come with Adsly Pro Panel.
We do not open Stars accounts — a Stars account belongs to the channel that earned the Stars. You can connect one you already have to Pro Panel and manage it next to the others.
Price your Euro account → · See the TON account →
Which one to use
Euro if your audience is in Russia, Ukraine, Israel or Palestine; if the ad points to a website; if your niche gets declined and needs a human to argue for it; or if you want conversion events and a custom button.
TON if you want reach across the rest of the world with a Telegram destination — a channel, a bot or a Mini App — and prefer to fund in crypto. It has the largest base in our data: 862 million impressions on 262 accounts.
Stars if your channel or bot already earns Stars and you want to promote that same channel or bot with them. For anything else it is not an option.
Running more than one
Many advertisers run Euro and TON side by side — Euro for the countries TON cannot reach, TON for the rest — and the problem becomes the interface: each account lives in its own dashboard. Adsly Pro Panel connects Euro, TON and Stars accounts in one place, with bulk editing and automation rules across all of them.
FAQ
What is the difference between Telegram Ads Stars, TON and Euro accounts?
They are three ways to pay for the same sponsored messages. Euro is billed in euro and opened through partners, and a declined Euro ad can be escalated to a person. TON is self-serve and funded in Gram, formerly Toncoin. Stars lets channel and bot owners spend Stars their channel earned. Since August 2026 all three share one targeting form.
Which account type has the highest approval rate?
On our accounts: Stars 99.9%, Euro 95.6%, TON 86.8%, counting only campaigns that received a verdict.
Which one has the cheapest CPM?
The three are billed in different currencies, so there is no fair single answer. Telegram’s minimum CPM on TON is 0.1; our TON campaigns averaged 0.90 TON. Where you advertise moves the price more than the account type: our Euro campaigns paid €0.25 CPM in India and €2.68 in Russia, and on TON accounts Germany and Britain ran at 0.27 TON.
Can anyone pay for Telegram Ads with Stars?
No. Telegram’s terms allow channel and bot owners to spend Stars their channel or bot earned on ads for that same channel or bot, at $0.02 of ad credit per Star.
What is Gram?
The new name of TON’s currency, announced by Pavel Durov in June 2026. TON remains the name of the blockchain, and ads.telegram.org now says ads are paid for with Gram.
Can a TON account target countries?
Yes, since 2026-08-22, with the same country, language and topic form as Euro. TON-funded ads are not served in Russia, Ukraine, Israel or Palestine.
Do I need a partner to open a Euro account?
Yes. Euro accounts are not self-serve; they are opened through partners. Adsly opens them on its own entity, without KYC, and every new one is a World account that can advertise in every available country.
