X has rolled out a username marketplace that allows Premium subscribers to claim inactive handles through a two-tier system of free requests and paid purchases. Rare usernames could command prices exceeding seven figures, the platform announced.
How the two-tier system works
The marketplace splits available usernames into two categories. “Priority” handles—including full names, multi-word phrases, and alphanumeric combinations like @GabrielJones or @PizzaEater—are free to request for Premium+ and Premium Business subscribers. The platform reviews requests within three business days, and approved users receive their new handle at no cost.
“Rare” handles follow different rules. These short, generic, or culturally significant names like @Pizza, @Tom, or @One are distributed through public drops and invitation-only direct purchases. Pricing depends on character length, word popularity, and cultural relevance, with fees ranging from $2,500 into seven figures.
The catch with free Priority handles
Premium subscribers who obtain Priority handles face a subscription lock-in. If someone cancels or downgrades their plan, their original username returns after a 30-day grace period. Rare handles purchased directly remain with the buyer even after subscription cancellation.
For public drops of Rare handles, the platform evaluates multiple applicants based on their contribution history, engagement metrics, and intended use of the username.
Why X chose a marketplace over open claiming
The controlled distribution aims to prevent bot spam and misuse that would likely follow if inactive handles were released simultaneously. Users can add unavailable handles to a Watchlist, and the platform will notify them if those usernames become claimable later.
The marketplace represents a new revenue stream for X as the company continues navigating challenges with its advertising business.
What creators should consider before buying
Brand consistency matters more than handle prestige for most small businesses. A memorable, relevant username that aligns with existing social profiles typically delivers better recognition than a generic single word.
The subscription requirement for free Priority handles creates an ongoing cost to maintain the new username. Creators should calculate whether the annual Premium fee justifies the branding benefit, especially if they might downgrade later.
What happens next with distribution
X has not disclosed how many inactive handles will enter the marketplace or the release schedule for Rare username drops. The invitation-only system for direct purchases suggests the platform will carefully control supply to maintain pricing power for premium usernames.
