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X, the social-media platform owned by Elon Musk, has unveiled a new “Handle Marketplace” that allows select subscribers to take over inactive usernames. According to the announcement, only users on the Premium Plus or Premium Business tiers will be eligible to participate.
The marketplace offers two categories of usernames. The first, labelled “Priority” handles, comprises full names, multi-word phrases or alphanumeric strings and will be available at no extra cost to qualifying subscribers. However, if a user later downgrades or cancels their premium status, their original username is reinstated after a 30-day grace period.
The second tier, called “Rare” handles, involves very short, generic or culturally significant names such as “@Tom” or “@Pizza”. These will be obtainable either through selective public application processes or by direct purchase, with pricing reportedly beginning at around US $2,500 and potentially extending into the millions depending on demand. Notably, once a Rare handle has been bought, the subscriber retains it even if they later drop their premium status.
Once a new handle is secured, the user’s former username is frozen and effectively becomes inaccessible to others. The aim of this introduction, the company says, is to better redistribute unused names and bolster the value proposition of its paid subscriptions.
There are, however, questions around how “inactive” is defined and how this change may impact trademark and brand-protection concerns. Some commentators suggest this could expose subscribers and X to legal or reputational risk if, for example, dormant accounts are reclaimed despite prior trademark usage.
In summary, X’s new handle marketplace marks a fresh monetisation drive for the platform and reflects its broader ambitions to amplify the utility and exclusivity of its subscription services.
