X Launches Handle Marketplace for Rare Inactive Usernames

To get in the door, you need to be on one of X’s most expensive subscription tiers. Premium+ and Premium Business unlock access, with monthly prices starting around $40 and climbing to $200, depending on the plan you choose. And that fee is separate from whatever you end up paying for the handle itself. Think of the subscription as a cover charge before the actual bidding begins.

Once inside the marketplace, users will find two different classes of handles. Priority handles cover full names, multi-word phrases, or alphanumeric blends, the kind of usernames most people can live with. The more buzzworthy category is Rare handles, which include short, universal, or culturally familiar names. Things like @Pizza or @Tom fall into this bucket, and X says these can sell for anything from a few thousand dollars to numbers that look like they belong in a Silicon Valley acquisition.

But buying one is not as simple as clicking “purchase.” Rare handles work like a blend of a lottery and an application process. Some users receive direct invitations, while others chase them during limited public drops. X evaluates who gets one based on several factors, including how active you’ve been on the platform, what you plan to do with the handle, and the account’s overall reach. If you do land a new username, the one you had before is locked away. Only those with Priority handles can eventually revert back, and even then, only after about thirty days.

This whole system formalizes a practice that has existed in the shadows for years. Short usernames have been privately traded for eye-watering sums, often through third-party brokers. Telegram even embraced the concept with official username auctions, so X moving in this direction is not entirely surprising. The appeal is obvious. A short handle is easier to remember, cleaner in marketing materials, and simpler to pronounce in podcasts, ads, and videos. Brands and creators understand the value of brevity, and X clearly sees an opportunity to capture that demand.

At the same time, the platform is walking into sensitive territory. Ever since verification became a paid feature, X has dealt with a string of impersonation issues. The most infamous was the fake Eli Lilly announcement that claimed insulin would be free, which caused the company’s stock to drop. Incidents like that drew regulatory attention, particularly in the EU, where rules under the Digital Services Act require clearer labeling and authentication. A system that favors high-engagement accounts for premium handles could spark fresh questions about fairness, transparency, and who gets priority in a marketplace tied to identity.

For brands or creators thinking about applying, the process mirrors securing a valuable domain name. It requires documenting how you’ll use it, collecting trademark proof if necessary, comparing alternative naming options, and budgeting for the hidden costs of updating materials, packaging, email signatures, and profiles across other platforms. The handle itself may be short, but the ripple effect of changing it rarely is.

There are still big unknowns. X has not explained how it resolves disputes during public drops or how strict its definition of “inactive” is when releasing old accounts. Market behavior is also unpredictable. User activity on X has fluctuated in recent years, and that volatility could influence what buyers are willing to pay for top-tier handles. That uncertainty means the aftermarket will probably continue to exist in some form, especially for single-word usernames that attract collectors.

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