X is introducing a new feature that will let Premium Plus and Premium Business users browse and request inactive usernames through a dedicated Handle Marketplace.
The platform plans to divide usernames into two main types. Priority handles will be available for free and will include full names, multi-word phrases, or alphanumeric combinations. Rare handles, however, will come with a price tag and could cost anywhere from $2,500 to over a million dollars, depending on how unique and in demand they are.
Handles are coming…
— Handle Marketplace (@XHandles) October 19, 2025
Join the waitlist at https://t.co/78v6LhGZiz pic.twitter.com/XOa9b2lfkN
This move is part of X’s broader effort to attract more paying subscribers by offering exclusive features. The company is treating this not as a one-time perk but as an ongoing premium service. When a user claims a new handle, their previous one will be frozen, though X says it may eventually offer a redirect option as a paid feature.
There’s a catch for those who later cancel or downgrade their subscription. If that happens, the user’s account will automatically revert to their original handle, and they’ll lose access to the premium one obtained through the marketplace.
By turning usernames into tradable assets, X seems to be exploring a new way to make money while giving premium subscribers something rare and valuable to look forward to.
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