X, formerly known as Twitter, is set to launch a new marketplace for inactive handles, allowing Premium subscribers to request and purchase usernames that are no longer in use. The move is part of the platform’s broader strategy to expand revenue streams and drive interest in its Premium subscription offerings amid declining advertising income.
A Marketplace for Usernames
The upcoming marketplace will feature both free and paid options for acquiring eligible handles. X says the marketplace will enable users — especially Premium+ and Premium Business subscribers — to secure desirable usernames that have been inactive for extended periods.
According to the company, rare or high-demand handles could fetch anywhere between $2,500 and over seven figures, depending on their uniqueness, length, and cultural relevance. Handles such as @Pizza, @Tom, or @One fall into this “Rare” category, while names like @GabrielJones, @PizzaEater, or @ParadoxAI are categorized as “Priority” handles.
Free Requests for Premium Users
“Priority” handles — often full names, multi-word phrases, or alphanumeric combinations — can be requested for free by users on X’s Premium+ and Premium Business plans. Once a request is approved, the handle will be transferred directly to the subscriber’s account.
However, X notes that if a user cancels or downgrades their Premium subscription, the handle will revert to their account after a 30-day grace period, ensuring that inactive handles are not permanently lost or exploited.
This mechanism is designed to maintain fairness and reduce the potential for username trading or misuse. The company says handle requests are typically reviewed within three business days, and not all requests are guaranteed approval.
“Rare” Handles Come With a Price Tag
For highly sought-after handles — such as short, generic, or culturally significant usernames — X plans to introduce a paid acquisition model through public “drops” and exclusive, invitation-only direct purchases.
In these public drops, multiple users can apply for the same handle. X says it will evaluate applicants based on their past activity, contributions, and intended use of the handle. Engagement metrics and reach on the platform will also influence who gets access to the name.
Meanwhile, direct purchases will involve pre-priced offers, where users can buy a handle outright. Once purchased, the handle remains permanently attached to the buyer’s account — even if their Premium subscription expires.
Pricing, X explains, will depend on several factors including handle length, popularity, and cultural impact — effectively turning usernames into digital assets within X’s ecosystem.
Balancing Monetization and Fair Use
The launch of this marketplace represents an important monetization experiment for X, which has faced challenges rebuilding its advertising base under Elon Musk’s ownership. The company has been increasingly focused on subscription-based revenue through Premium plans, as well as creator monetization tools and brand partnerships.
By selling inactive or rare usernames, X is positioning itself to capitalize on a previously untapped market — one that appeals particularly to businesses, influencers, and early adopters seeking unique brand identities on the platform.
However, the company says the rollout is also about security and control, not just profit. Rather than releasing millions of inactive usernames for anyone to claim — a move that could encourage bots and spam accounts — X says the marketplace approach will ensure “fair and secure distribution through a controlled process.”
A Step Toward Digital Identity Ownership
As digital identity becomes more valuable in the creator economy, X’s new handle marketplace signals a shift toward treating usernames as digital real estate — assets that can hold value, influence, and even resale potential.
Industry observers see this as part of a growing trend in tech platforms monetizing digital identity elements, from usernames to verification badges. It also underscores the ongoing evolution of X from a traditional social media platform into what Elon Musk envisions as a “global digital town square” with integrated commerce, communication, and identity services.
While some users welcome the opportunity to claim inactive handles, critics have raised concerns that the system could favor wealthy individuals or brands, sidelining everyday users who can’t afford premium usernames. Others argue that monetizing handles could fuel speculative trading or scalping — similar to what occurred with early web domain names.
For now, X maintains that the marketplace is designed to balance opportunity and integrity, ensuring legitimate users can secure names that reflect their identity or brand.
