Telegram Ads Euro Cabinet in 2026: Access Through Resellers, Targeting, CPM and Budgets

The euro cabinet is the part of Telegram Ads billed in euros. It offers the most detailed targeting of the three cabinets — country, city, language, interests — and is the default choice for brands. This guide explains how to get access, what it costs and what the rules are, as of September 2026.

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How the euro cabinet differs from the other two#

	Euro cabinet	Gram cabinet	Stars cabinet
Access	Through a reseller or agency	Self-serve at ads.telegram.org	Owners of a channel or bot
Payment	Euro invoice	Gram via Fragment	Stars from your balance
Targeting	Country, city, language, interests, channels, bots, search, retargeting	Explicit lists of channels, bots and search keywords	Promotes only your own channel or bot

Sources: aksanov.digital, Telegram API: Stars. The Gram cabinet is covered in Toncoin is now Gram, the Stars cabinet in the Stars cabinet guide.

How to get access#

Directly from Telegram — only for very large budgets. eLama says a direct contract with Telegram needs a budget from €2 million, €1 million of which is held as a deposit (eLama). Telegram itself does not publish these terms, so treat them as a reseller's account.

Through a reseller — the usual way. Resellers open a euro cabinet for you and fund it from your payments:

• eLama cut its minimum to €250 in October 2025 and also lets you start with no upfront payment, paying monthly for actual spend (eLama);
• Click.ru has accepted a first top-up from €250 before commission and VAT since 9 February 2026 (Click.ru);
• other resellers ask for about €500, and practitioners recommend €800–1,000 for a meaningful test; commission is typically 15–20% (aksanov.digital).

Through an agency — if you also want creatives and campaign management done for you. See our agency guide.

What you can target#

Resellers describe the euro cabinet's targeting as country and city, language, interests, specific channels and bots, search keywords and retargeting (aksanov.digital). According to the Telegram Ads API documentation (September 2026), an ad targets one of four things:

• channels — by channel language, by topic within a language, or by a list of specific channels, with exclusions;
• users — by country (required), location, language, topics, channels, your own audiences, device and political channels;
• bots — a list of bots;
• search — search queries.

The same documentation lists a frequency cap of 1–4 impressions per person per day, a schedule by hour of the week, start and end dates and a daily budget.

Language and country are separate settings. Telegram's policies also ask that the language of the target channels match the language of the ad and of its destination (ad policies, 4.7).

Operator data. In August 2026 eLama opened a separate Telegram Ads cabinet that uses MegaFon subscriber data and your own customer lists (eLama).

Where the ads appear#

The client API describes four placements: channels, bots, search and the video player (Telegram API). Search ads (since April 2025) promote only channels and bots; the video player format is sold only through agencies; Banner in Bot was announced by MTS AdTech in September 2026. Dates and details: where Telegram ads appear.

The ad itself#

A sponsored message is up to 160 characters of text including spaces plus one button. Links go in the URL field, with at most one extra link in the text leading to the same place (ad policies). The policies are the same in every cabinet; gambling, dating services, political ads and guaranteed-income offers are banned everywhere.

An image or a video can be added through agencies and resellers; resellers charge about +80% CPM for an image and +100% for a video (eLama). Per the API documentation, an image is JPEG or PNG up to 5 MB and a video is MP4 up to 20 MB, 3–60 seconds, 16:9.

How much it costs#

You bid a CPM — the price of 1,000 impressions — in an auction.

• Floors for Russian accounts: cut by 30% on 17 February 2026 (€1.00 → €0.70; politics €0.50 → €0.35; media €1.50 → €1.05) (ppc.world); since 28 August 2026, per eLama, €0.60 for country or language targeting, €0.30 for politics and €0.75 for channels, bots and search (eLama).
• Average prices: in January 2026 eLama's clients paid from about €3.0 (blogs, games) to €10.0 (marketing, PR); health €3.2, technology €3.4, business €6.2 (eLama). The agency SA Media saw CPM fall from €1.64 in January to €0.97 in August 2026 (ppc.world).

These are figures from individual resellers and agencies, not an official price list.

New markets#

• Kazakhstan, Belarus, Uzbekistan — a separate cabinet for each country through resellers, from €500; CPM from €1 in Kazakhstan and Belarus and from €0.01 in Uzbekistan (vc.ru).
• 11 countries via eLama since May 2026 — Thailand, Malaysia, Israel, the Philippines, Vietnam, South Africa, Morocco, Bangladesh, Pakistan, Egypt and Ethiopia, from a €500 deposit, CPM €0.30–0.70 (eLama).

If you target users in Russia#

Russian law has banned ads on resources with restricted access since 1 September 2025; the antimonopoly service said this covers Telegram but that it would not apply penalties for ads in Telegram until the end of 2026 (Pravo.ru). Ads must be labelled and carry an erid token, which in Telegram Ads goes into the ad text or the destination URL (eLama). Details: Russia's ban and moratorium.

What our archive shows#

On 23 September 2026 the public Telegram Ads Spy API listed 585,770 ad creatives, of which 114,818 (19.6%) are marked as bought through euro cabinets and 470,871 (80.4%) through the Gram rail (public API). This is a share of creatives we recorded, not of money spent: euro-cabinet campaigns are often targeted at specific countries and interests, so an archive sees only part of them.

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FAQ#

Can I open a euro cabinet myself? In practice, no — a direct contract is reported to need a budget from €2 million, so advertisers go through resellers or agencies.

What is the minimum budget? Resellers start from €250–500, and eLama also offers postpaid billing with no upfront payment.

Can I target a specific country? Yes. Country, city, language and interests are euro-cabinet features; the Gram cabinet targets only lists of channels, bots and keywords.

How much do 1,000 impressions cost? There is no fixed price. Floors for Russian accounts are €0.30–0.75 per 1,000 impressions, and average CPMs reported by resellers range from about €1 to €10.

Can I promote a website? Yes. Telegram's policies allow channels, bots, accounts and websites, but search ads promote only channels and bots.

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Related guides#

• How to advertise on Telegram
• Telegram Ads agencies
• Stars cabinet guide
• Where Telegram ads appear
• Russia's ban and moratorium

Sources: Telegram Ads, ad policies, Telegram API, eLama, Click.ru, aksanov.digital, ppc.world, vc.ru, Pravo.ru. Telegram Ads API documentation is available to logged-in advertisers. Checked on 24 September 2026.

tgadsspy research (2026). Telegram Ads Euro Cabinet in 2026: Access Through Resellers, Targeting, CPM and Budgets. tgadsspy.com. Retrieved from https://tgadsspy.com/blog/telegram-ads-eur-cabinet-guide-2026