X just launched its Handle Marketplace, letting Premium Plus and Business subscribers browse and request inactive usernames for the first time. The move creates a two-tiered system where coveted handles can cost up to seven figures, while basic ones stay free - but there's a catch that could make users think twice about downgrading their subscriptions.
X just rolled out what it's calling an "industry-first" solution to one of social media's oldest problems: inactive usernames hoarding desirable handles. The new Handle Marketplace goes live for Premium Plus and Premium Business subscribers, creating a two-tiered system that could fundamentally change how we think about digital identity ownership.
The marketplace splits available handles into two categories that reveal X's monetization strategy. Priority handles - covering "full names, multi-word phrases, or alphanumeric combinations" - remain free for premium subscribers. But rare handles, the coveted single words and short combinations everyone wants, come with eye-watering price tags ranging from $2,500 to over seven figures depending on demand.
What makes this launch particularly strategic is how X has structured the ownership model. This isn't a one-time purchase - it's a subscription trap disguised as a marketplace. According to the company's how-it-works page, your shiny new handle disappears the moment you downgrade your X subscription, reverting your account back to whatever username you had before.
"The X Handle Marketplace is our industry-first solution to redistribute handles that are no longer in use," the official @XHandles account announced. "Eligible Premium subscribers will be able to search and make requests, with both complimentary and paid options available."
The timing couldn't be more transparent. X has been struggling to convert users to its premium tiers since Elon Musk's acquisition, with subscription revenue falling well short of the advertising dollars that fled the platform. By gating desirable usernames behind premium subscriptions and making them disappear if users downgrade, X creates a powerful retention mechanism that goes beyond blue checkmarks.
Here's where it gets interesting for businesses and creators who've been eyeing shorter handles for years. That @Nike handle sitting dormant since 2009? It could theoretically become available, but only if you're willing to pay premium subscription fees indefinitely. X says it may eventually offer redirect options as a paid add-on, but that's still theoretical.
The marketplace also freezes your original handle when you claim a new one, creating a digital musical chairs scenario where usernames get locked away rather than returned to circulation. This scarcity-by-design approach mirrors how domain speculation works, but with the added twist of ongoing subscription requirements.
