That perfect handle you wanted seven years ago sits dormant on some abandoned account, but X’s new marketplace finally lets you claim it—for a price. The platform is launching an official system for redistributing inactive usernames, though calling it a “marketplace” feels generous when the real product being sold is access to basic platform functionality.
Two-Tier System Separates Regular Users From Big Spenders
X divides handles into two categories that reveal everything about their strategy. “Priority” handles—think @GabrielJones or @PizzaEater—are free for Premium+ subscribers, but you lose them if you downgrade after a 30-day grace period, according to TechCrunch.
Meanwhile, “rare” handles like @Pizza or @Tom require either winning competitive drops or receiving direct purchase invitations, with prices ranging from $2,500 to seven figures. The kicker? Rare handle ownership survives subscription cancellation, creating a digital caste system where your username’s permanence depends on how much you paid.
Revenue Strategy Disguised as Security Feature
X justifies this approach by claiming it prevents bot abuse and ensures “fair distribution,” but the math tells a different story. With declining ad revenue pressuring the platform’s bottom line, turning dormant handles into subscription drivers and high-value assets makes perfect business sense.
The three-day approval process and competitive application requirements add artificial scarcity to something X could theoretically release en masse. Your handle request becoming a Premium subscription requirement isn’t about security—it’s about converting free users into paying customers.
Digital Identity Now Requires Premium Access
This system fundamentally changes how you approach digital identity on X. Want that clean, professional handle for your business? Better budget for Premium+ at minimum, plus potentially thousands more if your desired name falls into the “rare” category.
The notification system for unavailable handles creates a digital waiting list economy, like trying to get restaurant reservations in a trendy neighborhood. For influencers and businesses treating social media presence as revenue generators, these costs might pencil out. For everyone else, it’s another reminder that “free” platforms aren’t actually free—they just bill you later for features that used to be standard.
