X, the social platform formerly known as Twitter, is rolling out a new marketplace that lets Premium subscribers purchase inactive usernames. The move is part of a broader effort to grow revenue and boost demand for its paid plans.
The new feature allows users to request or buy dormant handles through both free and paid options. According to X, rare or highly desirable usernames could sell for anywhere between $2,500 and seven figures, depending on popularity, length, or cultural value.
The company is dividing these usernames into two main types: Priority and Rare. Priority handles usually include full names, multi-word phrases, or combinations of letters and numbers. Examples include @GabrielJones, @PizzaEater, or @ParadoxAI. These are available for free to Premium+ and Premium Business subscribers. Once approved, the requested handle is transferred to the user without extra cost. However, if the subscriber cancels or downgrades their plan, the handle will revert to their old username after a 30-day grace period.
Requests for Priority handles are manually reviewed and typically processed within three business days. During this time, the user’s old handle is reserved so it can’t be claimed by anyone else.
Rare handles are a different story. These are short, generic, or culturally iconic usernames like @Pizza, @Tom, or @One. They aren’t available through regular requests. Instead, X will offer them through public drops or direct invitation-only sales.
Public drops allow multiple users to apply for the same handle. The company says decisions will depend on each applicant’s past contributions, engagement level, and the intended use of the name. Direct purchases, meanwhile, will be pre-priced and offered privately to selected users. Buyers who secure these handles through direct purchase will keep them even if they cancel their Premium subscription.
X says it’s introducing the marketplace instead of releasing all inactive handles at once to prevent bot spam and misuse. The company believes this approach creates a fairer and more secure system for distributing valuable usernames.
Users who want a specific inactive handle not yet listed can register their interest and add it to a personal Watchlist. If the handle becomes available later, X will notify them automatically.
The marketplace could become a new source of income for X, which has struggled with declining ad revenue since its rebrand. It’s also a way to make Premium subscriptions more appealing by giving paying users exclusive access to something scarce and in demand, digital identity.
The company is betting that usernames, once seen as trivial, will become valuable assets in the age of personal brands and online presence. With the new handle marketplace, X will not just be selling names, but also turning digital identity into a form of ownership.
