X, the social media platform formerly known as Twitter, is officially launching a long-anticipated marketplace for usernames, offering users—specifically Premium subscribers—the chance to acquire inactive or highly desirable handles. This new system introduces a tiered structure that categorizes usernames based on their perceived value, with some rare handles priced at over $1 million.
Only Premium Plus and Premium Business subscribers will have access to this username marketplace. Through this exclusive system, X is breaking down inactive handles into two primary segments: Priority and Rare.
Priority handles include usernames composed of full names, common phrases, or alphanumeric combinations such as @MichaelJordan or @Anna_88. These are available at no additional cost beyond the Premium subscription, making them more accessible. However, there’s a catch—if a user cancels their subscription, the claimed Priority handle will be revoked after a 30-day grace period, returning it to the pool of available usernames.
Rare handles, on the other hand, are in a different league. These consist of short, one-word usernames or culturally significant names like @Sun, @Tech, or @Food—assets that have long been coveted in the digital space. The pricing for these premium digital assets starts at $2,500 and can reach into seven-figure territory, depending on their perceived cultural and commercial value as assessed by X.
By monetizing usernames, X is tapping into a growing trend of digital real estate commodification. Just as domain names once became a lucrative market, usernames—particularly concise, memorable, or brandable ones—are increasingly seen as valuable assets in the online economy.
This move also reflects X’s broader strategy to diversify its revenue streams. Since Elon Musk’s acquisition of the platform, the company has pivoted toward monetization through subscriptions and premium features, distancing itself from the traditional ad-based model. Introducing a paid marketplace for usernames adds another layer to this evolving financial model.
For businesses and influencers, owning a unique and recognizable handle can be a vital part of digital branding. A name like @Tech or @Fitness could significantly boost visibility and credibility, offering instant recognition and SEO advantages in search engines and on-platform searches.
The pricing model for these usernames remains opaque. X has not provided a public formula for determining a handle’s worth. Instead, valuation appears to be driven by internal metrics such as brevity, relevance, and potential market appeal. This lack of transparency has sparked debate over fairness and accessibility, especially for smaller creators or startups who may be priced out of premium handles that could be crucial to their brand identity.
Security and ownership rights also come into question. With high prices attached to usernames, the platform will need robust protections against hacking, impersonation, and disputes over ownership rights. Legal gray areas may arise, especially if two parties claim prior use or association with a particular name.
Additionally, some experts question whether attaching high price tags to usernames could lead to speculative behavior—similar to the early days of domain-name squatting. This could potentially flood the market with resellers rather than genuine users, undermining the quality and authenticity of the username ecosystem.
To address this, X might need to implement usage clauses or activity requirements to ensure handles are used meaningfully rather than held for resale. It remains to be seen whether the platform will institute such policies.
Beyond commerce, this move signals an evolution in how identity is treated online. A username is no longer just a tag—it’s a brand, a statement, and now, in X’s ecosystem, an asset with tangible financial value. The launch of this marketplace reflects the growing intersection between social media, branding, and digital asset ownership.
Meanwhile, this development raises broader ethical and access-related questions. Should digital identities be auctioned to the highest bidder? Will this model favor corporations and the wealthy while marginalizing everyday users?
Despite these concerns, X is forging ahead, confident that the demand for unique digital identities will drive adoption of its Premium tiers. For now, the success of this marketplace will depend on user uptake, perceived value, and how well the platform can balance monetization with fairness and security.
In the coming months, the rollout of the handle marketplace will likely serve as a test case for the viability of turning digital usernames into premium assets. If successful, it could set a precedent for other platforms to follow, further blurring the lines between identity, commerce, and content in the digital age.
As X positions itself as more than just a social network—transforming into a hybrid platform of communication, commerce, and branding—its handle marketplace could become a cornerstone of its broader digital economy. The coming months will reveal whether users see value in this new system or view it as a paywall to self-expression in the digital world.