X to Launch Marketplace for Inactive Usernames, Turning Handles into Digital Assets

X, formerly known as Twitter, is preparing to launch a new marketplace where Premium subscribers can request or purchase inactive usernames, marking a major step in the platform’s bid to diversify revenue and boost its Premium offerings amid falling ad income.

The marketplace will allow users, particularly those on Premium+ and Premium Business plans to acquire desirable handles that have been inactive for long periods. According to X, “rare” or high-demand usernames could sell for anywhere between $2,500 and over seven figures, depending on their popularity, cultural value, and length.

“Priority” handles, often made up of full names or multi-word combinations, can be requested for free by Premium+ and Premium Business users. Approved handles will be transferred directly to the subscriber’s account, although X notes that if a user downgrades or cancels their subscription, the handle will revert to the system after 30 days. The company says requests are reviewed within three business days, though approval is not guaranteed.

For “rare” handles - short, generic, or culturally significant names like @Pizza or @Tom - X plans to introduce paid options through public “drops” and exclusive, invitation-only sales. Applicants will be evaluated based on activity, engagement, and intended use, while some users may be offered the chance to buy a handle outright. Once purchased, the handle remains permanently linked to the buyer’s account, even if their subscription lapses.

The move forms part of X’s broader monetisation strategy under Elon Musk’s leadership, as the company seeks to rebuild its financial base through subscriptions, creator tools, and brand partnerships. By selling inactive or rare usernames, X aims to tap into a new digital marketplace that appeals to businesses, influencers, and individuals seeking unique online identities.

X says the system is also designed to maintain fairness and security, preventing bots or spam accounts from exploiting inactive handles. As digital identity becomes increasingly valuable, the new handle marketplace reflects Musk’s vision of X as a “global digital town square” — a hub for communication, commerce, and identity ownership in the evolving creator economy.