Telegram Ads is Telegram's own self-serve ad platform, and it shows short text ads in public broadcast channels. As of October 2026, you bid in a CPM auction, which is a price per thousand impressions, set a Maximum Budget per ad, and write up to 160 characters of text plus a button that opens a link.
Here's the catch. Whatever you load into your Telegram Ads balance is advance-paid ad credit, and Telegram's terms say it can't be withdrawn or transferred. And the destination rules are stricter than most people expect: a channel with no post in the last two weeks, or a landing page that redirects, gets rejected.
Telegram Ads at a glance
| Item | Telegram's rule |
|---|---|
| Where ads appear | Public broadcast channels you choose |
| Ad text | Up to 160 characters including spaces, plus a button link |
| Buying | CPM auction: you set a CPM bid and a Maximum Budget per ad |
| Payment | Gram, a cryptocurrency, per the platform page |
| Unspent balance | Can't be withdrawn or transferred; forfeit after three years of continuous inactivity |
| Channel destination | Needs at least one post in the two weeks before review |
| Changes to bid or budget | Usually applied after about 15 minutes |
| Channel owners' share | Half of Telegram Ads revenue |
How the auction works
Telegram's terms describe a straightforward auction. You set a CPM bid and a Maximum Budget for each ad. Your ad shows whenever your bid wins the auction for a placement, and once it reaches the Maximum Budget it goes on hold. Telegram can change the placements on offer and the minimum CPM, so check both when you set up.
You choose the channels where your ads appear. Telegram says it doesn't use private chats or contact lists for ad targeting, and by its own figures, 1 billion users generate 1 trillion views in public broadcast channels every month. Telegram also says half of its ad revenue goes to the owners of the channels where the ads appear.
Telegram's ad format rules
- Up to 160 characters of text, counting spaces.
- One button that opens a link.
- One optional extra link in the text, written as @link, t.me/link or t.me/link/123, and it must lead to the same destination as the button.
- No line breaks, bullet points or numbered lists.
- No gimmicky capitals, spacing, ASCII art or intrusive emoji.
- No URL shorteners.
That's a tight space. You've got one sentence, maybe two, so lead with the reason someone would tap.
Destination rules that get ads rejected
Read this section before you pay anything. Telegram's policies say:
- Promoted channels, bots and accounts need a profile image and a full about or description.
- Channels need at least one post in the two weeks before review.
- Bots must respond to commands.
- Websites can't be dead, under construction, behind a login or behind a paywall.
- No redirecting landing pages, no cloaking and no imitating other brands.
- The channel's language should match the ad's language and its destination.
- Keywords mustn't exploit harmful or sensitive topics.
Telegram can review ads against its policies and suspend or end your access if there's a conflict. Prohibited content includes graphic or sexual content, hate and harassment, and anything that breaks third-party rights, such as piracy or impersonating a brand.
How to get your first Telegram ad approved
- Get your destination ready first. If it's a channel, give it a profile image, a full description and a recent post. My guide to creating a Telegram channel covers the setup.
- Check the ad, the channel and the landing page are all in the same language.
- Write your text in 160 characters or fewer, with no line breaks, lists or shouty capitals.
- Point the button and any extra link at the same destination, with no shortener or redirect.
- Set a CPM bid and a Maximum Budget for the ad. Add only what you're happy to spend, because your balance can't be withdrawn.
- Allow about 15 minutes for any change to your bid or budget to take effect.
My verdict on Telegram Ads
Telegram Ads makes sense if your audience already reads public Telegram channels and you can name the channels they follow. The non-withdrawable balance is the part I'd take most seriously: load small amounts, test, and top up once you know it works. If you're still deciding whether Telegram belongs in your mix at all, start with my guide to using Telegram for marketing your business.
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Frequently asked questions
How do Telegram Ads work?
Telegram Ads is a self-serve CPM auction. You set a CPM bid and a Maximum Budget per ad, and your ad shows in public broadcast channels whenever your bid wins the auction for a placement.
How long can a Telegram ad be?
Up to 160 characters of text, including spaces, plus a button that opens a link. Line breaks, bullet points and numbered lists aren't allowed.
Can I withdraw my Telegram Ads balance?
No. Telegram's terms treat your balance as advance-paid ad credit that can't be withdrawn or transferred, and an unspent balance is forfeit after three years of continuous inactivity.
Why was my Telegram ad rejected?
Common reasons in Telegram's policies include a channel with no post in the last two weeks, a missing profile image or description, a redirecting landing page, or a language mismatch.
Do Telegram channel owners earn from ads?
Yes. Telegram says half of Telegram Ads revenue goes to the owners of the channels where ads are displayed.
