X is now selling handles unlocked from previously inaccessible accounts, creating a new currency and a fresh front in digital identity on the platform. This access is provided through the Handle Marketplace, a feature currently rolling out broadly to paying customers. To participate, users must hold a Premium+ or Premium Business subscription and maintain it monthly before even bidding on a handle.
How the Handle Marketplace Works on X for Buyers
X categorizes handles into two groups: Priority and Rare. Priority handles include multi-word terms, full names, and alphanumeric combinations (e.g., @GabrielJones, @PizzaEater, or @ParadoxAI). Rare handles represent the premium tier — short, generic, or culturally significant names like @Pizza, @Tom, or @One. According to X, Rare handles can cost anywhere from $2,500 to seven figures, depending on demand and uniqueness.
Rare handles aren’t available to just anyone at any time. X selects buyers based on former contributions, intended use, and account engagement and reach. Access is granted via invitation or through periodic “public drops,” where multiple users apply and X assigns the name accordingly. Changing to a new handle means losing the old one, although users may reclaim their previous Priority handle after about 30 days.
Costs and Eligibility for Buying Handles on X
Only the highest subscription tiers—Premium+ or Premium Business—grant access to the marketplace, with monthly fees in addition to the cost of the handle. Pricing is market-driven, reflecting scarcity and competition, similar to off-platform grey markets where short usernames exchange hands at high premiums. X’s official marketplace aims to bring this demand inside the platform, much like Telegram’s sanctioned username auctions.
Shorter handles command a premium because they are easier to remember, cleaner for marketing, and less prone to errors. Brand owners with trademarks can still enforce rights, so users’ intended handle use and application strategy may influence outcomes.
X’s Motivation and Potential Risks
Monetizing identity is a natural next step after paid verification. The Handle Marketplace unlocks dormant usernames, redirects revenue from third-party brokers back to X, and helps clear squatted accounts that frustrate brands and creators seeking consistency.
However, this approach carries reputational risks. Previous changes to X’s verification system led to verified fake accounts causing confusion and regulatory scrutiny, notably under the EU’s Digital Services Act. The marketplace may also attract criticism if larger or more engaged accounts dominate access to culturally significant names.
Brand and Creator Recommendations for Buying Handles
Potential buyers should prepare like they would for acquiring a domain. Document the intended use, gather proof of brand ownership if applicable, and evaluate the handle’s value against alternatives. Consider the total cost, including subscription fees and operational efforts to update branding elements like packaging, ads, business cards, and cross-platform bios.
Short handles improve brand recall and campaign effectiveness. Marketing experts note that fewer characters reduce friction in ads and mentions. For startups and creators, a concise handle can build identity across X, Instagram, YouTube, and domains. However, less expensive two-word handles can sometimes deliver similar benefits.
Open Questions and Market Dynamics
Several questions remain about the Handle Marketplace: How clear is the allocation process in public drops? Can smaller accounts contest name awards given to larger, more active users? How strictly will inactivity be defined, and might definitions evolve as supply tightens?
Aftermarket behavior is another concern. While the marketplace may limit black-market flipping, demand for single-word handles remains high among speculators. X’s user engagement and app installation trends could influence handle valuations over time.
