Elon Musk’s social media platform, X (formerly Twitter), has rolled out the X Handle Marketplace, a new feature that enables Premium Plus and Premium Business subscribers to acquire inactive usernames (handles). The marketplace aims to redistribute dormant accounts while monetizing high-demand handles that have been unavailable for years.

According to X, “The X Handle Marketplace is our industry-first solution to redistribute handles that are no longer in use. Eligible Premium subscribers will be able to search and make requests, with both complimentary and paid options available.”

This move is part of Musk’s broader effort to expand X’s monetization strategy and attract new Premium subscribers while giving users access to coveted, inactive usernames.

Two Categories of Handles

The X Handle Marketplace divides inactive usernames into two main categories: Priority Handles and Rare Handles.

1. Priority Handles

These include full names, multi-word phrases, or alphanumeric combinations that have no current use. Premium subscribers can request these handles free of charge.

Once approved, the handle is transferred directly to the subscriber’s account. However, if the user cancels or downgrades their subscription, the handle reverts to its original state after a 30-day grace period.

2. Rare Handles

These are short, generic, or culturally significant names, such as @Tom or @Pizza, and are considered high-value digital assets. They can be acquired through two methods:

• Public Drops: Multiple users can apply for the same handle. Selection is based on criteria such as past contributions, intended use, and platform engagement.
• Direct Purchases: Some handles can be bought outright, with prices ranging from $2,500 to over seven figures, depending on the handle’s demand and uniqueness.

Unlike Priority Handles, Rare Handles remain with the user permanently, even if their Premium subscription ends.

Retention Strategy for Paid Users

The X Handle Marketplace is designed as an ongoing service to both attract and retain Premium subscribers. Once a user secures a new handle, their old handle is frozen, preventing duplication or impersonation.

However, users who downgrade their subscription will lose access to the newly acquired handle, which reverts after a 30-day grace period, unless it’s a purchased Rare Handle.

X’s Broader Transformation into a Super App

This new marketplace comes amid Musk’s continued transformation of X into a “super app”, modeled after China’s WeChat.

In June 2024, X launched XChat, a messaging feature designed to rival WhatsApp, Telegram, and Signal. XChat offers end-to-end encryption, disappearing messages, file sharing, and audio/video calling, and is currently in beta testing among paid subscribers.

Musk’s vision extends beyond social networking, he aims to integrate payments, entertainment, commerce, and dating within the platform.

As of October 2024, X reported 600 million monthly active users. Through its ad revenue sharing program, launched in July 2023, the platform has distributed over $45 million to 150,000 content creators, averaging about $6.4 million monthly payouts.

Additionally, X is now licensed for payment processing in 14 U.S. states, paving the way for peer-to-peer transactions and broader financial services integration.

Conclusion

The launch of the X Handle Marketplace reinforces Elon Musk’s ambition to make X not just a social media platform, but a dynamic digital ecosystem where usernames, content, and payments intersect.

By combining digital identity commerce with innovative communication tools, X continues its evolution toward becoming the world’s first true super app.