Social platform X (formerly Twitter) is rolling out a new feature called the “Handle Marketplace” that allows select Premium subscribers to claim or purchase inactive usernames (“handles”) that have been dormant, opening a novel revenue stream for the company and a unique opportunity for users.
What Is the Marketplace & How It Works
- The marketplace is available only to eligible users on X’s Premium Plus and Premium Business tiers.
- Usernames (handles) are classified into two key categories:
- Priority handles: Often full names, multi-word phrases or alphanumeric combinations. These can be requested free of charge by eligible Premium users.
- Rare handles: Short, generic, culturally significant names (e.g., @One, @Tom, @Pizza). These will be available via paid purchases or drops, with prices starting from $2,500 and potentially reaching seven figures depending on demand and uniqueness.
- Once a handle transfer is approved:
- The user’s old handle is frozen (and cannot be taken by someone else).
- If the user downgrades or cancels their Premium subscription:
- For Priority handles: They lose the new handle and revert back to the old one after a grace period.
- For Rare handles (paid): The handle remains with the user even if subscription ends.
- Users can also watchlist a specific handle they’re interested in, and X will notify them when it becomes available.
Why X Is Doing It
- This move is part of X’s strategy to monetise non-advertising revenue streams, especially as its ads business faces pressure under the ownership of Elon Musk.
- It addresses a long-standing user frustration: many desirable handles are locked in inactive accounts, making branding and identity on the platform harder. The marketplace approach attempts to formalise and monetise handle allocation rather than leaving it ad hoc.
- By tying handle ownership to Premium tiers, X hopes to drive subscription uptake and retention (users who pay for Premium may stay on to keep their handles).
Potential Benefits & Key Challenges
Benefits
- Brands & influencers: A chance to secure a short, memorable handle (e.g., @BrandName) that enhances identity and visibility on the platform.
- Users: Opportunity to claim a personalized or premium handle that was previously unavailable.
- For X: Creates a new revenue line and enhances perceived value of Premium subscription tiers.
Challenges / Risks
- Equity concerns: Free users may feel disadvantaged if premium users can purchase exclusive handles.
- Speculation & resale risk: While X claims to control transfer-and-speculation risks, premium handles may attract flipping or resale attempts.
- Subscription dependency: For Priority handles especially, loss of handle if subscription dropped may deter long-term user loyalty or create friction.
- Brand safety & fraud: Ensuring that handles are transferred to legitimate users and not bots or bad actors remains a challenge.
- Valuation transparency: The pricing of rare handles (up to seven figures) raises questions about how value is determined and whether users will accept these high costs.
What This Means for Users & Brands
- If you’re a brand or creator on X: consider this marketplace as a chance to upgrade your handle to something more concise or relevant — particularly if identity and discoverability matter.
- If you’re a regular user: the marketplace offers an option, but you’ll need Premium status and be aware of the conditions (especially if handle could revert).
- Subscription strategy: If you obtain a priority handle via Premium, consider whether you’ll maintain the subscription long-term to retain that handle.
- Pricing readiness: For rare handles, prepare for high cost. Evaluate whether the handle upgrade is worth the investment in terms of branding, reach, and impact.
Timeline & What to Watch
- The marketplace rollout is current / imminent (reporting as of October 2025) and details are still being finalised.
- Watch for:
- How X determines pricing for rare handles (short length, cultural value, demand).
- The process of review and approval of handle requests (X says review within ~3 business days). TechCrunch
- How users respond — will demand be strong? Will handle values go to seven figures as suggested?
- How this affects X’s subscription revenue and overall business model (less reliance on ads).
Final Thoughts
X’s launch of a marketplace for inactive handles marks a notable shift in how social-media platforms monetise digital identity and user names. By turning dormant handles into assets, X is monetising an aspect of platform real estate that was previously untapped — and allowing users (particularly brands and power users) to secure premium handles.
However, the success of this feature will depend on execution: fair pricing, transparent process, prevention of abuse, and value-creation for users. For brands and creators, this could be a valuable tool. For average users, it may be more of an optional upgrade — provided the cost and subscription trade-offs make sense.
