TLDR
- X launches beta Handle Marketplace allowing Premium subscribers to purchase inactive usernames
- Prices range from $2,500 to over $1 million based on handle desirability and length
- Premium+ subscribers get free priority handle requests while others must purchase directly
- Platform seeks new revenue as advertising business struggles
- Approximately 557 million active X users as of early 2025
X is introducing a new monetization feature that transforms inactive usernames into valuable digital assets. The Handle Marketplace gives Premium subscribers the ability to request and purchase handles that original owners no longer use.
The platform launched the marketplace in beta testing. Users can join waitlists for handle drop events and search through available inactive accounts.
X positions the marketplace as a solution for redistributing unused handles. Access is restricted to Premium and Premium+ paying subscribers only.
Reports indicate rare usernames could fetch anywhere from $2,500 to more than $1 million. Pricing depends on the handle’s popularity, character count and cultural appeal.
Premium+ members receive a unique advantage in the marketplace. They can submit free requests for priority handles without paying upfront costs.
Standard Premium users must buy rare handles through direct purchase. The system includes safeguards to stop automated bots from claiming desirable usernames when they become available.
Diversifying Revenue Beyond Ads
The Handle Marketplace arrives as X searches for income sources outside traditional advertising. The company’s ad revenue has encountered headwinds recently.
Parent company xAI and X have both seen leadership departures in recent months. Notable exits include xAI Co-Founder Igor Babuschkin and former X CEO Linda Yaccarino.
The username marketplace represents X’s effort to build alternative revenue streams. The platform treats digital handles as commodities with real market value.
Digital Identity Market Growth
X’s approach aligns with broader trends in Web3 and digital asset ownership. The concept treats usernames as online real estate that can be bought and sold.
Blockchain naming services like Ethereum Name Service and Unstoppable Domains operate in similar territory. These platforms let users register readable names for crypto wallets instead of complex addresses.
X’s marketplace differs from blockchain systems by using a centralized model. However, it embraces the same principle that digital identities hold monetary worth.
The platform has maintained strong connections with the crypto community. This positioning makes X a natural testing ground for digital identity monetization experiments.
Platform Size and Available Handles
Industry data shows X has roughly 557 million active users at the start of 2025. The company has not disclosed how many inactive accounts exist on the platform.
X also has not revealed how many handles will be available through the marketplace. The waitlist system and staggered release approach suggest a controlled rollout.
The marketplace currently operates in beta with limited access. X plans to expand availability as the system develops and demand becomes clearer.
Premium subscribers represent the target market for handle purchases. The subscription requirement ensures only paying customers can participate in bidding and purchasing.