You can pay for Telegram Ads in three ways: in euros through a reseller, in Toncoin directly at ads.telegram.org, and in Telegram Stars from the ad account of a channel or bot. Euros offer the most options, TON suits promoting Telegram projects without intermediaries, and Stars benefit channel and bot owners: Telegram credits 30% more than the Stars cost.
Comparing the three payment methods
| Parameter | Euro (reseller) | TON | Stars |
|---|---|---|---|
| How to get an account | Contract with a reseller | On your own at ads.telegram.org | From channel or bot settings |
| Minimum CPM | about €1 | 0.1 TON | 50 Stars |
| Entry threshold | usually €250–500 | a funded TON wallet | any amount of Stars |
| What you can promote | Channels, bots, websites | Channels and bots | Your own channel or bot only |
| Targeting | Channels, topics, subscribers, interests, geo, language, devices | Channels only | Channels and bots |
| Invoices and VAT | Yes, under contract | No | No |
| Labeling (Russia) | Often handled by the reseller | On your own | On your own |
Paying in euros
This is the main option for businesses. A reseller opens the account, accepts payment by bank transfer and sometimes by card or crypto, and issues closing documents. The budget comes with a 15–30% fee depending on the topic, plus VAT on the fee in Russia. More on intermediaries in how to choose a reseller, and on budgets in how much Telegram Ads costs.
Paying in TON
A TON account is created at ads.telegram.org without intermediaries and funded in Toncoin. The minimum bid is 0.1 TON per 1,000 impressions. Limitations:
- links only to Telegram channels and bots, no external websites;
- targeting only by specific channels;
- according to Adsly (October 2026), ads from TON accounts aren’t shown in Russia.
This option suits Telegram projects targeting audiences outside Russia.
Paying in Telegram Stars
Stars are Telegram’s in-app currency. A channel or bot owner earns Stars from paid content, reactions, gifts or affiliate programs, or buys them. Stars can be spent on ads for the same channel or bot.
The key feature is a 30% bonus: when you pay for ads with Stars, Telegram values each Star 30% higher, compensating for app store fees. Other details from our editorial experience:
- Stars can be used for ads no earlier than 21 days after they arrive;
- minimum CPM is 50 Stars, minimum ad budget is 1 Star;
- targeting by channels (1,000+ subscribers) and bots (1,000+ active users);
- ads are shown in all countries except Germany;
- only the channel owner can access the account;
- you can’t promote a website or another channel;
- there’s no automatic labeling — for a Russian audience you have to do it yourself.
Which one to choose
- Promoting a website, shop or service — euros through a reseller only.
- Promoting your own channel or bot that earns Stars — start with Stars: a 30% bonus and a low entry threshold.
- Promoting a Telegram project abroad and comfortable with crypto — a TON account.
- Need targeting by interests, geo and devices — euros.
The step-by-step launch is in how to launch Telegram Ads. For a Russian audience, don’t forget ad labeling.
Read also: Telegram Ads Auction and Bids: How CPM Works · Telegram Ads Metrics: CPM, CTR, CPS and ROI
FAQ
Can you pay for Telegram Ads in local currency?
Not directly, but resellers accept payment in local currency and top up your euro account at their rate.
Where does the 30% bonus for Stars come from?
When you pay for ads with Stars, Telegram values each Star 30% higher than its purchase price. This way the platform compensates for App Store and Google Play fees.
Why can’t earned Stars be spent on ads right away?
Stars earned by a channel or bot become available for ads about 21 days after they arrive.
Can you promote a website with TON or Stars?
No. TON and Stars accounts only allow Telegram links. To promote a website you need a euro account through a reseller.
Are ads from a TON account shown in Russia?
According to Adsly (October 2026), they aren’t. For a Russian audience, advertisers use euro or Stars accounts.
