X, formerly known as Twitter, has officially launched a marketplace where Premium+ and Premium Business subscribers can claim usernames tied to inactive accounts. It’s part of the company’s latest attempt to breathe life (and profit) into a platform that’s been shrinking ever since Elon Musk took over.
The X Handle Marketplace, splits usernames into two categories. “Priority” handles are full names or multi-word phrases that can be requested at no extra cost to paying subscribers. “Rare” handles are short, generic, or culturally valuable names. Think of those early one-word gems that used to be so valuable. Those require a purchase through limited drops or private invitations.
Once approved, the username transfers seamlessly to the new owner without affecting followers or post history. There’s a catch. If the user downgrades their subscription, they lose the handle. It turns out you don’t really own these usernames. You’re just renting them.
Redefining What “Inactive” Means
To make this marketplace possible, X changed its inactive account policy. An account is now considered inactive if a user hasn’t logged in within 30 days. It’s a big shift from the six-month window under Twitter’s old rules.
This narrow definition serves a purpose. By labeling more accounts as inactive, X can free up a larger pool of desirable usernames for paying subscribers. It’s an easy way to turn these handles into inventory that can be monetized.
This move does risk wiping out dormant accounts that are meaningful. The accounts where the user passed away. The ones that serve as a memorial or an archive.
A Desperate Play for Subscribers
The fact that X is doing this shows the platform isn’t profitable. X has been bleeding users since Musk bought it. Apparently, the users that are still around don’t believe the app is worth spending money on. Many brands pulled their ads after they appeared next to tweets promoting disturbing conspiracies or extremism. Musk’s vision for “free speech” has reshaped the platform, but it also chased away the ad dollars that kept it afloat.
X has spent 2025 transitioning from an ad-driven platform into a subscription-based business. Tying ownership of these usernames to Premium subscriptions, ensures that anyone who wants a coveted handle has to keep paying for it.
Can It Actually Work?
The idea of buying usernames might sound appealing. Once upon a time, having a one-word handle on Twitter was the equivalent of owning a bar of gold. The thing is people want to own a username forever. Having to pay a subscription to keep it attached to your account loses its appeal after a while. The excitement of claiming a rare username fades quickly when it becomes another bill.
This marketplace might generate a spike in Premium sign-ups, but will a marketplace for inactive usernames help turn things around? I doubt it. It’s a short-term fix for a long-term problem. X Handle Marketplace can’t rebuild the community or credibility X lost. The platform’s problems run too deep. It was losing relevance long before it became a far-right paradise. Musk just sped up the process.
