Elon Musk’s X Launches Marketplace for Inactive Usernames

Elon Musk’s X, formerly Twitter, has opened a new front in its monetization push: a marketplace for inactive usernames. The feature allows paying users to claim previously dormant handles, transforming what was once a free and static naming system into a new digital economy.

The rollout marks another step in Musk’s broader strategy to make X less reliant on ads and more dependent on subscriptions and premium features.

A New Market for Digital Identity

According to reports from The Verge and Decrypt, X’s new marketplace will make it possible for verified, paying subscribers to buy or request inactive usernames. These include accounts that have not posted, logged in, or shown activity for long periods. But not every user will have access.

The marketplace is restricted to X Premium Plus and Premium Business subscribers, creating an exclusive tier for those willing to pay for digital scarcity.

Two categories of handles are being offered:

• Priority Handles: For regular or multi-word names. Premium users can request them directly through the marketplace. If a user cancels their subscription, the handle reverts after a grace period.

• Rare Handles: Short, valuable usernames like @Tom, @Pizza, or @One  treated as “digital real estate.” These start at around $2,500, with some reportedly priced in the seven-figure range depending on rarity and demand.

X says these premium handles cannot be transferred or sold outside the platform, which aims to prevent speculation or black-market trading. Still, given their value, that rule will likely face pressure from users looking to resell coveted names privately.

Redefining What a Username Means

This isn’t the first time X has flirted with the idea. Since Musk’s takeover in 2022, he’s publicly complained about millions of inactive accounts and the difficulty of freeing up usernames. Now, the company has turned that frustration into a business model.

The move also reflects a deeper shift: usernames are no longer just identifiers. They’re assets. Owning a short, recognizable handle has real branding value, whether you’re a business, influencer, or startup.

But the new system raises questions about fairness and ownership. Is it right to sell what was once a public namespace to the highest bidder? And what happens to legitimate users who may have wanted a name but can’t afford a subscription?

The Ethical and Legal Gray Zone

A major ambiguity lies in how X defines “inactive.” The company hasn’t shared clear criteria for how long an account must go unused to qualify. Is it months? Years? Does passive use count? This lack of transparency could lead to disputes, especially if users find their handles reclaimed without notice.

Then there’s the brand and trademark risk. A company could discover that a dormant account using its name has been sold to someone else. X’s terms may disclaim liability, but that won’t stop legal challenges if trademarked names get caught in the mix.

Beyond that, critics argue the system tilts access toward wealthier users, essentially monetizing online identity. What began as a social platform built on open participation is slowly turning into a tiered ecosystem where digital visibility and identity come at a cost.

Revenue Over Equity

X’s username marketplace fits neatly into Musk’s broader financial strategy. Since taking over, he has pushed aggressively to diversify revenue sources amid declining ad income. Premium subscriptions, creator payouts, and data licensing have been major pillars.

The handle marketplace adds another layer one that capitalizes on scarcity and social value rather than engagement. It’s a way to extract revenue from digital vanity, exclusivity, and brand identity.

It’s an innovative but divisive move. On one hand, it solves the long-standing problem of wasted usernames. On the other, it commercializes a basic piece of online identity in a way that could reshape how we think about “ownership” on social platforms.

As usernames become tradable commodities, the internet edges closer to a world where everything even your name has a price tag.