X, previously known as Twitter, is set to introduce a marketplace for inactive usernames, aimed at drawing more paid subscribers to its platform. This feature will enable Premium Plus and Premium Business users to search for and request handles that are currently unavailable, providing them with the opportunity to claim usernames they have long desired. According to Terrence O’Brien from The Verge, X intends to implement this feature as an ongoing part of its premium offerings rather than as a temporary benefit. By monetizing inactive handles, the company aims to enhance user engagement and create new revenue sources, particularly from users in search of exclusive or brand-relevant names.
The X Handle Marketplace will classify usernames into two primary categories: Priority Handles and Rare Handles. Priority Handles, which consist of typical full names, common phrases, or alphanumeric combinations, will be available for free to qualifying subscribers. In contrast, Rare Handles will be priced significantly higher, with costs ranging from $2,500 to potentially over a million dollars, depending on their uniqueness and demand. This initiative represents one of X’s most ambitious efforts to commercialize its previously static naming system. By establishing an auction-like atmosphere for desired handles, X is reinforcing its commitment to rewarding Premium users with exclusive benefits and increased control over their online presence.
The company has made it clear that the marketplace will function as a continuous service rather than a mere promotional event. Users who obtain a new handle will have their old one frozen, preventing others from claiming it. However, X has suggested the potential introduction of a redirect option in the future, likely as a paid feature, enabling users to channel traffic from their former username to their new one. There is a crucial stipulation for those interested in high-value handles: if a user opts to downgrade their X subscription, their account will revert to its original username, resulting in the loss of the premium handle acquired through the marketplace.
This clause reinforces X’s approach of closely linking exclusive advantages to ongoing paid subscriptions. This strategy aligns with Elon Musk’s long-term vision for monetizing X, transitioning from ad-driven revenue to subscription-based income. It also addresses a persistent user complaint regarding the scarcity of desirable handles tied to inactive or abandoned accounts. While this feature may appeal to brands, creators, and social media enthusiasts seeking unique digital identities, critics might raise concerns about whether the monetization of usernames could exacerbate the divide between standard and premium users. Regardless, X’s recent update highlights the company’s resolve to evolve from its social media origins into a more expansive digital ecosystem where exclusivity and identity come at a cost.
