X, the platform formerly known as Twitter, is introducing a long-anticipated feature: a dedicated marketplace for usernames, also known as handles. This new initiative enables Premium subscribers to acquire inactive usernames, with prices for particularly rare or desirable handles soaring to as much as seven figures.
Access to this handle marketplace is restricted to users subscribed to either the Premium Plus or Premium Business tiers. Within the platform, dormant usernames are categorized into two primary types: Priority and Rare.
Priority handles typically comprise complete names, multi-word phrases, or alphanumeric combinations—examples include @JaneDoe or @Mike77. These handles are available at no additional cost beyond a Premium subscription. However, there’s a significant caveat: if a user cancels their Premium plan, X will reclaim the acquired handle after a 30-day grace period, making it available for others to claim.
Rare handles, on the other hand, follow a more exclusive and monetized model. These are usually short, highly generic usernames such as @Art, @Tech, or @Alex. Due to their high desirability and potential branding value, these handles are sold at premium prices—starting around $2,500 and reaching into the millions, depending on demand and perceived value. X determines pricing based on factors such as brevity, common usage, and branding potential.
This move signals X’s shift toward monetizing its user base more aggressively, especially targeting businesses, influencers, and digital entrepreneurs who rely on concise, memorable usernames for brand recognition and outreach. With social media handles becoming equivalent to digital real estate, this marketplace positions X as a key player in a growing niche economy.
The idea of monetizing usernames isn’t new. Over the years, various underground and unofficial black markets have existed where users traded or sold high-value handles, often violating terms of service. X’s official marketplace is a direct response to that demand, aiming to bring transparency, security, and legitimacy to the process. By institutionalizing the sale of usernames, X not only generates new revenue streams but also mitigates risks associated with illicit handle trading.
Additionally, this marketplace may help clean up the platform by recycling millions of unused or inactive usernames. Many usernames have remained dormant for years, locked behind deactivated or abandoned accounts. By reintroducing these handles into circulation—albeit through a paid model—X effectively revitalizes its user ecosystem.
However, the initiative also raises several questions. Critics argue that this could widen the gap between casual users and those who can afford to pay for digital prestige. By locking desirable handles behind paywalls, especially at sky-high prices, X may alienate part of its user base. There are also concerns about potential disputes over handle ownership, particularly if a business finds its brand name priced into the millions after being inactive for years.
To prevent hoarding and speculation, X is reportedly implementing measures to ensure that purchased handles are actively used. Policies may include usage requirements or time-based ownership limits to discourage users from simply buying and sitting on rare handles as investments. These policies, however, have yet to be fully detailed.
From a branding perspective, this handle marketplace could be a strategic asset for startups and established companies alike. A short, memorable username can serve as a powerful branding tool, improving visibility, credibility, and customer recall. In a digital landscape where attention spans are shrinking, a premium handle could offer a competitive edge.
This development also aligns with X’s broader pivot under Elon Musk’s leadership toward transforming the platform into a more comprehensive digital ecosystem. From financial services to creator monetization, the platform has been steadily expanding its functionalities. The handle marketplace is just one node in a growing web of paid features aimed at turning X into a sustainable, multifunctional business platform.
Looking ahead, the success of this marketplace will depend heavily on execution. Factors such as fair pricing, transparent policies, dispute resolution mechanisms, and customer support will play a critical role in maintaining user trust and platform integrity. If managed well, the handle marketplace could become a benchmark for other platforms seeking to monetize similar digital assets.
In summary, X’s new handle marketplace introduces a bold monetization model designed to capitalize on the value of digital identity. It offers Premium users access to previously untouchable usernames, with a clear distinction between freely claimed Priority handles and high-cost Rare handles. While promising both financial opportunities and branding advantages, the model also demands careful implementation to avoid ethical and practical pitfalls. As the platform evolves, the handle marketplace may well redefine how we perceive and assign value to online identity.