X’s Handle Marketplace Turns Usernames into a Luxury Subscription

X has officially unveiled its newest moneymaking machine: the Handle Marketplace, a platform designed to sell rare, inactive usernames to its top-tier subscribers. But beneath the shiny promise of finally getting your dream handle lies a rather controversial twist – this isn’t a one-time purchase.

Instead, it’s a continuous pay-to-hold system that feels more like digital leasing than ownership.

The big reveal: what the Handle Marketplace actually is

According to X’s recently published ‘how it works’ guide, only Premium Plus and Premium Business subscribers can access this feature. The marketplace splits usernames into two major categories. First, there are the Priority Handles – these can be claimed without paying extra, serving as a perk for users already on high-tier subscriptions. They include standard or multi-word names, like @JohnDoe or @TechNewsDaily.

But the real spectacle comes with the Rare Handles. These are exclusive, highly sought-after usernames that can reportedly cost anywhere from $2,500 to seven figures. Yes, seven figures – for a handle. X positions these as premium assets, but the fine print reveals that buyers are actually entering a subscription-dependent arrangement. You’ll have access to your shiny new username only as long as you maintain your Premium plan. The moment you downgrade, you lose the handle, and your account reverts to its original name.

A business model disguised as exclusivity

This move isn’t really about user experience or digital identity. It’s about turning usernames – once a free, permanent part of online identity – into a renewable revenue source. By converting inactive usernames into luxury assets, X effectively transforms dormant digital real estate into a recurring income stream. Instead of solving the platform’s long-standing issue of inactive accounts, it monetizes it.

Compared to competitors, X’s approach stands alone. Instagram, Threads, and other major platforms don’t have an official marketplace for usernames. They allow users to report inactive accounts or claim names via trademark claims, but there’s no open bazaar for buying @coolhandle for a small fortune. X’s decision positions it as the first major social platform to directly sell user identities – a bold, but arguably cynical, experiment in platform capitalism.

Who’s this really for?

In truth, the Handle Marketplace seems tailored for celebrities, global brands, or status-conscious influencers willing to pay thousands to secure a minimalist name like @music or @art. For small creators or regular users, it’s yet another feature trapped behind a paywall. Worse, it introduces the fear of losing digital identity the moment financial priorities change.

Imagine a startup that pays $15,000 for a sleek handle matching its brand name. If the business ever needs to cut costs and downgrade its X plan, that identity disappears overnight. It’s not a purchase; it’s a rental agreement with strings attached.

A nostalgic look back

Longtime Twitter users – yes, Twitter, not X – might feel this is another departure from the platform’s original spirit. Twitter once thrived on accessibility, where creativity, not cash, defined your presence. The Handle Marketplace feels like the latest chapter in X’s shift toward exclusivity, monetization, and high-stakes digital ownership.

While the concept of reclaiming inactive usernames sounds appealing, the execution turns it into a luxury tier for the elite. Paying monthly to keep a handle feels counterintuitive to the idea of social identity. It’s as if X is holding your online persona hostage – a constant reminder that, in this new era, everything on the platform has a price tag.

So yes, X might have just invented a new digital economy – but it’s one that benefits few and alienates many. What once felt like community-driven innovation now looks more like an auction house for vanity.