From Domains to Handles: X.com Creates New Marketplace for Digital Identity

SAN FRANCISCO, CA – In a major policy shift that blurs the line between domain names and social-media identities, X (formerly Twitter) has officially launched a Handle Marketplace, allowing paid subscribers to purchase usernames from a pool of inactive accounts. The new feature, available to X Premium and Premium Plus subscribers, transforms social handles into a monetized form of digital real estate — something long familiar to domain investors.

The marketplace opens access to usernames previously locked on dormant or unused accounts. Premium users can browse and purchase available handles, with “rare” handles, short, brand-centric, or culturally significant names, reportedly starting around $2,500 and climbing into five or six figures depending on demand.

Unlike traditional username claims, ownership of these handles is subscription-dependent. If a user downgrades or cancels their Premium plan, X may revoke the newly acquired handle, reverting the account to its prior username.

For years, marketers and businesses have emphasized the importance of matching domain names and social handles. Owning both Brand.com and @Brand reinforces trust, searchability, and professional consistency.

X’s new marketplace now puts a price tag on that consistency. Companies that missed out on securing their exact-match handles years ago could finally get them, but only by paying both an upfront handle fee and ongoing subscription costs.

Industry observers note that this shift effectively turns social media handles into leased properties rather than owned assets, similar to domain name renewals but without long-term guarantees.

While this presents a valuable chance for companies to unify their digital identity, it also introduces new strategic risks:

• Subscription Dependency: Lose your Premium status, and you could lose your handle.
• No Transfer Clarity: X has not disclosed whether purchased handles can be resold or transferred.
• Inactive Definition Ambiguity: It remains unclear how X determines which handles qualify as inactive.

Still, for domain investors and brand managers, this development represents a new layer in the naming economy, one where social-media identity becomes a recurring expense, not just a marketing choice.

The handle marketplace signals a broader trend across the digital ecosystem: as web domains, usernames, and brand identifiers merge in importance, platforms are realizing their commercial potential. For businesses, especially those who value uniform branding, the cost of missing out on a matching handle may now be steeper than ever.

John Colascione

About The Author: John Colascione is Chief Executive Officer of SEARCHEN NETWORKS®. He specializes in Website Monetization, is a Google AdWords Certified Professional, authored a how-to book called ”Mastering Your Website‘, and is a key player in several online businesses.