X launches market for inactive handles amid push to monetize digital identity

Available to Premium X users, the new marketplace could see rare usernames sell for up to seven figures.

Social media platform X is rolling out a new Handles Marketplace that allows users to bid on inactive usernames, a move that could reshape how digital identity and online branding are valued.

Currently in beta, the marketplace lets users join a waitlist for upcoming handle drop events, request handles through their Premium subscriptions and browse eligible inactive accounts. The company described it as a “solution to redistribute handles that are no longer in use,” available only to paying subscribers.

According to TechCrunch, rare handles could sell for anywhere from $2,500 to over $1 million, depending on their popularity, character length and cultural relevance. Premium+ subscribers can submit free requests for “priority” handles, while others may purchase “rare” handles directly.