X (formerly Twitter), under Elon Musk’s leadership, has long explored fresh revenue streams as advertising income fluctuates. In October 2025, reports emerged that X would launch a new Handles Marketplace, a beta system letting paying users claim inactive usernames.
This will be made accessible to Premium Plus and Premium Business subscribers. They will gain access to search or request dormant handles. Handles are categorized as Priority, which will typically mean full names or multi-word identifiers and Rare ones which will stand for short, high-value names.
X frames the marketplace as a “redistribution” of unused handles under controlled conditions to limit bot abuse and misuse.
Priority vs Rare: How will it work?
Priority handles: Available to Premium+ / Business subscribers as free requests. These will reviewed within three business days. If approved, your old handle is reserved. But if you cancel or downgrade your subscription, you revert to the original username within a grace period.
Rare handles: Will not be claimable by standard request instead will be offered via public drops. This means that multiple users can apply for it or it will be an invitation-only direct purchases. Pricing can range from $2,500 up to over seven figures, depending on popularity, length, cultural relevance. Unlike priority handles, rare handles can be retained even if your subscription lapses.
X’s monetization efforts so far
The handle marketplace is the latest in a string of revenue experiments launched by Musk’s X. After rebranding from Twitter, the company introduced paid verification, charging for the blue check badge. It also expanded subscription tiers (e.g. Premium, Premium+) offering features like fewer ads, prioritized replies, and higher visibility.
The username marketplace will add a new dimension, by turning identity itself into tradable digital property.