Elon Musk’s social platform X is opening a new revenue stream by selling inactive and highly coveted usernames. The company confirmed that it has launched a “Handle Marketplace,” allowing users to buy dormant or abandoned handles that were previously unavailable. The move marks another step in Musk’s ongoing effort to monetize nearly every corner of the platform since acquiring it in 2022.

According to internal announcements reviewed by multiple outlets, the marketplace is currently open to Premium Plus and Premium Business subscribers, who can join a waitlist to purchase these usernames. X has spent months reclaiming inactive accounts and verifying ownership of old handles to prepare for this rollout. The company says the program is designed to reward active users while preventing impersonation and handle squatting.

Handles are divided into two categories: “Priority” and “Rare.” Priority handles include multi-word or full-name usernames that are tied to real individuals or verified businesses. These can be transferred free of charge to eligible Premium users, but they revert to the original account if the subscription lapses. Rare handles include short, generic, or culturally significant names like @pizza or @dog. These are sold directly through X’s marketplace at premium prices, reportedly starting around 2,500 dollars and climbing into six-figure territory for the most desirable ones.

The marketplace will operate much like a digital storefront. Users approved for participation can browse available handles, request specific names, and complete transactions through X’s payment system. Once a handle is purchased, it becomes permanently associated with the buyer’s account, even if they later downgrade or cancel their subscription. X has said the system is designed to prevent fraud and protect buyers from future disputes.

The concept of buying and selling usernames is not new. Black-market trading for short or rare handles has existed for years, often involving stolen accounts or fraudulent transfers. Musk’s version brings that underground economy into an official, controlled platform. By institutionalizing what was once an informal practice, X is attempting to turn unused usernames into a legitimate source of revenue while reducing account theft.

This shift also aligns with Musk’s broader strategy of transforming X into a subscription-based ecosystem. Since his acquisition, X has introduced paid verification, a Premium tier for improved reach and fewer ads, and revenue-sharing programs for high-engagement creators. The handle marketplace is the latest experiment in monetizing exclusivity and status within the app.

Critics argue that selling handles could further blur the line between authenticity and accessibility. Some worry that turning usernames into commodities will favor corporate buyers and wealthy individuals, pushing smaller creators and everyday users aside. Others see it as an inevitable evolution for a platform increasingly centered on premium features and digital ownership.

Still, the economic potential is hard to ignore. Short, simple usernames carry brand value similar to web domains. Owning a concise handle can signal credibility, nostalgia, or authority. As social media matures, that symbolic weight has translated into financial value, and X’s marketplace is poised to capitalize on that trend.

While the company has not shared a timeline for full public rollout, early activity indicates that selected users are already being invited to claim handles. If successful, the marketplace could inspire similar models across other platforms, where unused accounts remain a lingering issue. For Musk, it represents another test of whether users are willing to pay for digital prestige in an increasingly monetized online landscape.