TLDRs
- X will sell inactive usernames to Premium Plus and Business subscribers, starting at $2,500 per handle.
- Rare handles could fetch up to seven figures, depending on demand and uniqueness.
- Unclear inactivity rules and ownership terms raise legal and reputational risks for buyers.
- New opportunities emerge for handle valuation and brand monitoring tools as digital identity gains economic weight.
X, formerly known as Twitter, is preparing to launch a username marketplace where Premium Plus and Premium Business subscribers can purchase inactive usernames starting at $2,500, according to new reports.
The feature, described internally as a “handle marketplace,” marks one of the boldest steps yet in Elon Musk’s plan to monetize dormant assets on the platform.
The system divides usernames into two tiers. Priority handles, which include common names, alphanumeric strings, or general phrases, will be free for eligible users. But rare handles, short, iconic, or highly coveted usernames, will be sold for premium prices that could reportedly reach seven figures.
The feature allows subscribers to search for inactive usernames and request ownership through the marketplace. Once a user acquires a new handle, their previous one becomes frozen and unavailable to others.
Subscription Tied to Handle Ownership
To access this marketplace, users must hold an active Premium Plus or Premium Business subscription. Downgrading will cause the user to lose the purchased handle and revert to their original username, according to X’s documentation.
The move adds another incentive for users to maintain higher-tier subscriptions, blending exclusivity and scarcity into the platform’s monetization model. It also hints at Musk’s broader goal to turn X into an “everything app” where digital identity, communication, and commerce intersect.
The company is reportedly exploring an additional paid redirect feature, which would allow users to forward followers from their old handle to the new one, a potential draw for influencers, brands, and digital marketers who frequently rebrand.
Legal, Ethical, and Practical Questions
However, the marketplace raises critical legal and ethical questions about what counts as “inactive.” X has not clearly defined how long an account must be unused before being considered dormant, nor has it addressed potential conflicts with its existing policy that prohibits releasing inactive usernames.
Analysts warn that the lack of transparency could result in trademark disputes, impersonation risks, and ownership conflicts, especially for brands that have not actively maintained their X accounts. Without clear guidelines, multiple claimants could contest the same username, exposing both buyers and the platform to legal challenges.
Experts also point out that if X enforces subjective criteria for inactivity, it could erode trust and raise accusations of favoritism or exploitation of user data.
New Market for Handle Valuation and Monitoring
As X moves into this new territory, developers and brand protection firms are already seeing opportunities. The creation of a high-value handle market could drive demand for valuation tools and monitoring services, software that alerts users when specific usernames become available or tracks pricing trends across the marketplace.
These services could function similarly to domain name tracking systems, offering brands a way to safeguard their digital identity. Entrepreneurs may also develop APIs or automated systems to watch for relevant handle listings, assuming X allows such integrations under its platform rules.
Still, the company’s terms for external access remain unclear. The introduction of an official marketplace could either encourage innovation or tighten restrictions around third-party handle activity.
