X, formerly known as Twitter, is launching a new marketplace that allows Premium subscribers to request or purchase inactive usernames, part of the platform’s latest push to expand beyond its struggling advertising business. The initiative, first reported by TechCrunch, will enable users to claim eligible handles that have not been in use, with some rare names potentially fetching prices ranging from $2,500 to over $1 million.
The new Handles Marketplace will feature both free and paid options, distinguishing between two main categories: “Priority” and “Rare” handles. This system not only monetizes dormant usernames but also serves as an incentive for users to maintain higher-tier Premium subscriptions.
The X Handle Marketplace is our industry-first solution to redistribute handles that are no longer in use.
— Handle Marketplace (@XHandles) October 19, 2025
Eligible Premium subscribers will be able to search and make requests, with both complimentary and paid options available.
Free requests for “Priority” handles
According to X, Priority handles are usernames that typically include full names, multi-word phrases, or unique alphanumeric combinations, examples include @GabrielJones, @PizzaEater, and @ParadoxAI. These handles can be requested for free by Premium+ and Premium Business subscribers.
When a user’s request is approved, the handle is transferred to their account at no additional cost. To maintain fairness and prevent hoarding, X will revert the new handle after a 30‑day grace period if the user cancels or downgrades their subscription. Once a request is submitted, X says it’s usually reviewed within three business days, though not all requests are approved.
This setup not only promotes continued subscription retention but also reduces the chance of username trading, an issue that has previously plagued social platforms when inactive names were suddenly released.
“Rare” handles come with premium prices
The platform’s second category, “Rare” handles, includes short, generic, or culturally significant usernames such as @Pizza, @Tom, and @One. These high-demand handles won’t be available through regular requests. Instead, users will be able to acquire them through public “drops” or invitation-only direct purchases at pre‑set prices.
During public drops, multiple users can apply for the same handle, and X will determine the winner based on several factors including their activity level, engagement, past contributions, and intended use of the name. The company says this approach helps ensure that valuable handles are awarded to accounts that contribute positively to the platform rather than to speculators.
For direct purchases, prices will vary depending on the handle’s popularity, character length, and cultural value, with some sales potentially reaching seven figures. Once acquired, these handles remain attached to the purchaser’s account permanently, even if their Premium subscription ends.
Monetization meets fairness and security
X explained that it chose to launch a controlled marketplace rather than releasing inactive handles all at once to prevent spam and misuse. On a help page, the company wrote that the marketplace “allows for fair and secure distribution through a controlled process,” ensuring transparency and accountability.
Users can also register interest in specific inactive handles through a Watchlist feature. If a desired username becomes available later, X will notify the user directly, an added tool for brands or individuals eager to secure consistent digital identities.
Subscription-driven digital identity
To participate in the handle marketplace, users must hold an active Premium+ or Premium Business subscription. Downgrading will result in loss of premium handle ownership, reverting users to their previous usernames. This tie between subscription status and handle eligibility reflects Elon Musk’s broader strategy to make X’s paid tiers more attractive while creating new revenue streams.
The move aligns with Musk’s vision of turning X into an “everything app”, where social engagement, commerce, and identity converge. The platform is reportedly exploring additional features such as paid redirects, which allow users to forward visitors from an old handle to a newly acquired one.
The rise of digital identity as an asset
The introduction of the Handles Marketplace highlights a growing recognition that usernames are digital real estate, scarce, valuable, and symbolic of online influence. In the creator and brand economy, clean and memorable handles are becoming as important as domain names once were.
X’s approach mirrors trends in Web3, where blockchain-based naming systems like Ethereum Name Service (ENS) treat usernames as transferable digital assets linked to online identities. While X’s solution isn’t decentralized, it taps into the same demand for ownership and control over one’s digital presence.
A new chapter for X’s monetization strategy
As X faces mounting challenges to revive its core advertising business, this marketplace could represent a significant step toward sustainable, subscription-based growth. By offering both exclusivity and functionality, the platform is positioning itself at the intersection of digital identity and commerce.
Still, the success of the handle marketplace will depend on how fairly and transparently it operates. Balancing accessibility for everyday users with demand from brands and influencers will determine whether X’s latest experiment becomes a breakthrough, or sparks fresh debate over the commercialization of online identity.
Anastasiia G
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