From @JohnSmith to @Pizza: Premium X Users Can Now Buy or Request Inactive Handles With Free Priority Handles and Million-Dollar Rare Options

X Launches Handle Marketplace Allowing Subscribers To Claim Inactive Usernames For Thousands To Millions

X is opening a new chapter in social media username management with the launch of its long-anticipated Handle Marketplace, allowing Premium subscribers to claim inactive handles under a structured two-tier system.

The marketplace, available exclusively to Premium Plus and Premium Business accounts, divides dormant usernames into Priority and Rare categories, introducing a mix of free and high-value options.

Priority Handles Come With Strings Attached

Priority handles, which include full names, multi-word phrases, or alphanumeric combinations such as @JohnSmith or @Lisa35, can be requested free of charge.

However, these handles are tied to an active subscription.

Cancel your Premium plan, and X reclaims the handle after a 30-day grace period.

Users must remain subscribed to maintain access, effectively turning these usernames into temporary digital assets.

Rare Handles Command Premium Prices

Rare handles, short and highly sought-after usernames like @Pizza, @Tom, or @One, carry a steep price tag ranging from $2,500 to over $1 million.

Pricing is determined by X based on demand and cultural significance.

Unlike Priority handles, Rare usernames remain with the purchaser even if their subscription lapses, but X has strictly prohibited transfers or sales outside the platform.

The company stated,

“Handles acquired through the Marketplace are non-transferable. Selling or buying handles outside the platform is not allowed and may lead to account suspension.”

Formalising An Underground Market

The initiative transforms a previously unregulated practice into an official platform.

Unofficial handle trading has existed since the early days of Twitter, generating significant sums; research on just 27 monitored accounts found nearly $500,000 in revenue from handle flipping.

X now controls both the supply and pricing of this digital real estate, allowing users to preserve their Followers when changing usernames.

With potential paid redirect options planned for the future, X notes,

“Your previous handle is frozen and unavailable to others.”

Revenue Motive Drives New Strategy

The move follows earlier attempts to monetise dormant accounts.

In December 2022, Musk proposed freeing 1.5 billion inactive usernames.

In November 2023, X began privately soliciting buyers for a fixed fee of $50,000.

More recent research from April 2025 indicates that Verified Organizations may now have the option to bid for specific handles, with prices starting at $10,000.

The launch of the Handle Marketplace appears designed to supplement declining advertising revenue by incentivising brands, influencers, and collectors to subscribe.

Concerns Over Fairness And Transparency

Critics warn the system risks creating a digital hierarchy.

Priority handles essentially become rentals, forcing users to maintain subscriptions to retain ownership.

Questions about transparency remain, including how X identifies inactive accounts and whether original owners can challenge handle seizures.

Previous disputes highlight potential issues: the @x handle was taken from photographer Gene X Hwang in 2023 without compensation, and Gemini CEO Cameron Winklevoss took away @Cameron from a crypto miner.

Cameron Asa, the original owner of @Cameron told a news media in 2020,

“I have been an OG to Twitter, I made @Cameron when Twitter came out. I’ve owned the handle for well over 10 years. I literally have done nothing wrong to this platform, and the little guy always gets thrown under the bus.”

Marketplace Mechanics And Access Rules

Subscribers can request free handles, typically reviewed within three business days, though approval is not guaranteed.

Rare handles require invitations to purchase, with some select rare usernames occasionally distributed free, with winners chosen “based on merit” considering engagement, contributions, and intended usage.

Once a new handle is secured, the previous username is locked, preventing reassignment.

Free handles require continued subscription, while paid handles remain irrespective of subscription status.

What Users Should Know

Premium users should act swiftly if they want to preserve existing usernames.

Inactive accounts are slated for redistribution, with X’s policy recommending users log in at least every 30 days to maintain activity.

The company emphasises that the subscription requirement exists to prevent bot interference and ensure secure handle distribution, though a paid subscription alone does not guarantee a bot-free environment.

When Usernames Gain Real-World Value

Coinlive notes that the Handle Marketplace may shift the social media landscape, turning what was once a personal digital identity into a monetised commodity.

While the platform controls distribution and could curb chaotic bot-driven handle snatching, the pricing model risks favouring wealthier users, creating a tiered digital hierarchy.

Questions about fairness, transparency, and the ethics of reclaiming dormant handles remain.

X may have created a new revenue stream, but the platform now faces scrutiny over whether this model serves users equitably or simply monetises influence and identity.