X, the platform once known as Twitter, has unveiled yet another bold step in its ongoing transformation under Elon Musk’s ownership. Over the weekend, the company announced the creation of a new Handles Marketplace, a system designed to sell inactive usernames to paying users.
The move is part of X’s broader effort to turn every part of the platform into a potential revenue stream. For years, users have complained about desirable usernames being locked by inactive or abandoned accounts. Now, X is offering a solution—though not without controversy.
How the Handles Marketplace Works
The new marketplace will be open only to subscribers of X Premium and X Premium Business, the platform’s paid membership tiers. Within it, usernames will be split into two distinct categories: “Priority” and “Rare.”
Priority handles are described as complimentary, meaning users can request them without additional payment. These are typically longer usernames or ones that include numbers and less recognizable phrases. Getting one isn’t automatic—users must submit a request and wait for approval from X before the name is assigned.
Rare handles, on the other hand, are where things become more exclusive—and expensive. These short, memorable usernames are often associated with brands, celebrities, or influential users. According to PCMag, access to these names will be granted through paid releases or invite-only events, depending on how valuable or unique they are considered.
Price Tags That Could Reach Millions
According to information cited by PCMag from X’s official support pages, prices for Rare handles will reportedly start at $2,500 and could climb into the seven-figure range, depending on demand and perceived rarity.
However, there’s a major catch: once a username is sold, it cannot be transferred or resold. X has made it clear that ownership remains tied to a specific account, effectively shutting down any potential resale market that might emerge around high-value usernames.
This policy aims to discourage speculation, but it also limits flexibility for buyers who might wish to later sell or transfer their handles.
Old Problem, New Business Opportunity
For years, users across social platforms have struggled with the same issue—desired usernames already taken by inactive accounts. X’s new initiative appears to be a direct attempt to resolve that frustration while simultaneously turning it into a fresh source of revenue.
The plan does, however, introduce ethical and legal gray areas. There is no indication that former owners of these inactive handles will be notified or compensated when their usernames are sold. That means X stands to profit from digital assets previously associated with other users, without any form of acknowledgment or payment to the original account holders.
Security and Impersonation Risks
Beyond the financial implications, the program has raised serious concerns about security and digital identity theft. Once-sought-after usernames that belonged to influential figures, companies, or public personalities could easily be misused if sold to the wrong individuals.
Observers warn that this could create opportunities for scams, phishing attempts, or misinformation campaigns. For instance, a once-recognizable handle could be purchased and used to promote fraudulent schemes, mislead followers, or impersonate public figures.
These concerns are amplified by X’s current verification system, which has evolved significantly since Musk’s takeover. The once-trusted blue checkmark—formerly a symbol of authenticity—has been rebranded as a paid feature, meaning anyone can obtain verification by subscribing.
This shift, combined with the sale of old usernames, creates a potential recipe for confusion and impersonation on the platform.
Opaque Rules Around Eligibility and Distribution
While X has shared basic details about how users can request or purchase handles, much of the system’s inner workings remain unclear. The company hasn’t defined what qualifies as an “inactive” account or explained how it decides which usernames are made available for sale.
The process for resolving potential ownership disputes also remains unspecified. If a former user attempts to reclaim a handle that’s been resold, it’s uncertain how X will respond—or if it will intervene at all.
Additionally, the invite-only approach for certain Rare handles has raised concerns about transparency and fairness. Smaller creators or independent businesses could find themselves competing with major brands that may receive preferential treatment.
Part of Musk’s Larger Monetization Strategy
The Handles Marketplace fits neatly into Elon Musk’s ongoing push to monetize nearly every aspect of X. Since acquiring Twitter in 2022, Musk has introduced paid verification, new advertising models, and subscription plans while rebranding the platform under its current name.
His stated goal is to transform X into an “everything app”—a single platform for social networking, entertainment, payments, and communication. Selling usernames may seem like a small step in that direction, but it continues Musk’s broader effort to find value in elements of the platform that were once free.
Critics, however, argue that this relentless focus on monetization has eroded user trust and accessibility. Turning usernames—an essential part of online identity—into commodities may alienate everyday users while benefiting only those who can afford to pay for exclusivity.
