A Telegram Ads ad is a text of up to 160 characters (spaces and emoji included) plus a button that links to a channel, bot, post or website; you can attach one image or video. Below are all the limits as of October 2026: text length, link rules, media sizes, specifics of bot, search and video placements, and what moderation will reject.
What an ad is made of
The basic Telegram Ads format is deliberately minimal. Telegram’s official guidelines (ads.telegram.org/guidelines) state that every ad consists of ad text and a button that opens a link to the advertised product. Other elements depend on the placement and the link type.
| Element | Limit | Notes |
|---|---|---|
| Text | up to 160 characters | spaces, punctuation and emoji count toward the limit |
| Link (URL field) | up to 256 characters, HTTPS only | channel, bot, post, profile or external website |
| Website name | up to 40 characters | only filled in for external links |
| Button | label chosen from a list or set automatically | depends on the link type |
| Media | one file: image or video | raises the minimum CPM |
| Title | only in some formats | for example, search ads |
The campaign name you enter in the account is not shown to users: according to the agency Kokoc (June 2026), it is an internal identifier for the advertiser.
Text: 160 characters and formatting rules
The 160-character limit is strict and includes spaces, punctuation and emoji. In practice that is one or two short sentences: the offer and a reason to click. How to fit a message into that space is covered in our article on Telegram Ads creatives.
Telegram’s official guidelines specifically prohibit the following in ad text:
- Line breaks, bullet points or numbered lists — the text must be a single paragraph.
- Excessive or gimmicky capitalization, bold highlighting, letter spacing, Unicode art and ASCII art.
- Intrusive or excessive emoji and emoticons.
- Profanity in any language, including masked spellings.
- Vague meaning and repetition of words and phrases.
Many resellers and agencies add their own style rules on top. For example, Kokoc (June 2026) advises avoiding imperatives such as “Buy” or “Subscribe”, direct forms of address, more than one emoji and more than one exclamation mark. These are not Telegram’s official wording, but such ads are more often sent back for edits, so they are worth following. The full list of rejection reasons is in our article on Telegram Ads moderation.
Links and the button
The main link goes in the URL field. Besides it, the ad text may contain one optional link in the format @link, t.me/link or t.me/link/123, and under Telegram’s rules it must lead to the same destination as the main link.
- Not allowed: more than one link in the text, URL shorteners, or IP addresses instead of a domain.
- For bots, start parameters (/start) are allowed, which is handy for tracking traffic sources. More in our guide on promoting a bot or Mini App.
- For websites, advertisers usually add UTM tags. In Russia, an erid labeling token is also added to the link — this is a Russian legal requirement explained in our article on ad labeling in Russia.
The button label depends on the link type. According to Kokoc (June 2026), the Russian interface shows labels equivalent to “Go to channel” for a channel, “Go to bot” for a bot, “To message” for a specific post and “Open website” for an external site. According to AdsGram (August 2026), in some scenarios the button is chosen from a drop-down list, with Open as the default.
Images and video: sizes and formats
You can attach one media file to the text. Requirements for 2026:
| Parameter | Image | Video |
|---|---|---|
| File format | JPEG or PNG | MP4 |
| Aspect ratio | 16:9 | 16:9 |
| Size | 640×360 to 1920×1080 | width from 640 px |
| File size | up to 5 MB | up to 20 MB |
| Duration | — | 3 to 60 seconds |
Media makes impressions more expensive. According to Kokoc (June 2026), an image raises the base CPM by 50% with topic targeting and by 80% with targeting of specific channels; video raises it by 70% and 100% respectively. Custom emoji in the text add 20% to the bid, according to AdsGram (August 2026). So it makes sense to test media in a separate campaign and compare the cost per click with a text-only version. How bidding works is explained in our article on the Telegram Ads auction.
Format specifics: channels, bots, search, video
Channels
The classic sponsored message appears below the latest post of a public channel with 1,000+ subscribers. All elements are available here: text, button and media.
Banner in Bot
The Banner in Bot format, reported by Sostav on 15 September 2026, runs in bots with an audience of 1,000+ users per month. The ad can use text, a custom emoji and a logo; photos and video are not supported. You cannot pick individual bots: targeting is audience-based.
Search ads
In Telegram search, the ad looks like a regular search result with a title, without long text or media. According to Kokoc, this format suits channel and bot promotion best. We could not find an official title length limit for search ads in public sources, so rely on the hints in the ad account.
Ads in the video player
According to DTF (July 2025), a text ad appears at the bottom of the video player 5 seconds after playback starts, without covering the video. It cannot be closed for the first 9 seconds, disappears after 30 seconds if not closed, and the next ad appears no earlier than 120 seconds later. The text has the same 160-character limit; custom emoji add 20% to the CPM and a landing page icon adds 30%.
Landing page and channel requirements
Moderation checks not only the text but also where the link leads. Under Telegram’s official guidelines:
- Profile: the promoted channel, bot or account must have a profile picture and a complete “about” or description.
- Activity: a channel needs at least one post within the two weeks before review; empty or abandoned destinations are not allowed.
- Functionality: “under construction” sites, error pages, paywalls, login forms and geo-blocked sites are prohibited; bots must respond properly on mobile and desktop.
- Relevance: the destination must match the ad text; automatic redirects and cloaking are prohibited.
- Language: the ad, the destination and the channel where it is shown should be in the same language.
If you are advertising your own channel, check it against the checklist in our guide on preparing a channel for Telegram Ads.
Prohibited categories
Telegram’s guidelines list categories that cannot be advertised: graphic and sexual content (including dating services), hate and violence, third-party rights violations (including misuse of the Telegram logo), deceptive advertising and clickbait, political and religious ads, gambling and betting, harmful financial products (payday loans, get-rich-quick schemes, MLM), uncertified medical services and supplements, alcohol, tobacco and drugs, weapons, spam and hacking, and products of questionable legality. The list is non-exhaustive, so in borderline niches check the rules with your reseller in advance.
Pre-submission checklist
- Text is 160 characters or less including spaces and emoji, in one paragraph, without caps lock or lists.
- The text contains no more than one link, and it leads to the same place as the button.
- The URL field link is HTTPS, up to 256 characters, without shorteners; website links have UTM tags and, for Russia, an erid token.
- Image: JPEG or PNG, 16:9, up to 5 MB. Video: MP4, 16:9, up to 20 MB, 3–60 seconds.
- The channel or bot is ready: profile picture, description, recent posts, working bot replies.
- The ad language matches the landing page and the selected channels.
FAQ
How many characters can a Telegram Ads ad have?
Up to 160 characters, including spaces, punctuation and emoji. The limit is strict: the account will not save a longer text. The website name for an external link is limited to 40 characters, and the link itself to 256.
Can I add both an image and a video to one ad?
No, only one media file can be attached to an ad: an image or a video. Media raises the minimum CPM, so compare its performance with a text-only version.
Are line breaks and lists allowed in the text?
No. Telegram’s official guidelines prohibit line breaks, bullet points and numbered lists in ad text. The text must be a single paragraph.
How many links are allowed in an ad?
One main link in the URL field and at most one additional link in the text in the @link or t.me/… format. Both must lead to the same place, and URL shorteners are prohibited.
What are the image requirements for Telegram Ads?
JPEG or PNG, 16:9 aspect ratio, from 640×360 to 1920×1080 pixels, up to 5 MB. Avoid small text in the image, since most people see the ad on a phone.
Does Banner in Bot support images?
According to Sostav (September 2026), no: Banner in Bot supports text, a custom emoji and a logo, while photos and video are not supported.
