The marketplace, available exclusively to Premium subscribers, allows users to search for handles that are no longer in use and either request or purchase them. X says both complimentary and paid options will be available, with some rare handles priced as high as $2,500 to over seven figures.

According to the company, “The X Handle Marketplace is our industry-first solution to redistribute handles that are no longer in use. Eligible Premium subscribers will be able to search and make requests, with both complimentary and paid options available.”

The marketplace categorises usernames into two main types; Priority and Rare handles.

“Priority” handles, such as @GabrielJones, @PizzaEater, and @ParadoxAI, can be requested at no additional cost by Premium+ and Premium Business subscribers. Once approved, the handle is transferred for free. 

However, if a subscriber cancels or downgrades their plan, the old handle automatically returns to their account after a 30-day grace period.

“Rare” handles, on the other hand, include short, generic, or culturally valuable names like @Pizza, @Tom, and @One. These are not available through standard requests. Instead, they will be offered through public drops or direct, pre-priced purchases by invitation only.

During public drops, multiple users can apply for the same handle. Selection depends on factors such as a user’s past contributions, intended use, and overall engagement on the platform. 

Direct purchases will consider popularity, character length, and cultural relevance in pricing. Once bought, a rare handle remains with the buyer even if they cancel their Premium subscription.

The launch is another big move by Elon Musk to monetise X beyond advertising. Since taking over, Musk has introduced several paid features, including Premium and Premium+ subscriptions, paid verification (blue checkmarks), and ad revenue sharing with creators.

With advertising revenue said to have dropped by more than 50% since Musk’s acquisition, X appears to be doubling down on direct user payments as a way to sustain operations and attract more paying users.

The company says requests for handles will be reviewed within three business days, though not all will be approved. Once a request is granted, the user’s previous handle is safely reserved and cannot be claimed by others.

Regulating the “Digital Real Estate” Market

Usernames have long been treated as a form of digital real estate, with some short or valuable ones traded on the black market for thousands of dollars. X’s new marketplace is designed to legitimise and regulate this demand through a controlled, transparent process.

X explained on its help page that it chose to create a marketplace rather than simply releasing all inactive handles at once to “prevent bot spam or misuse.” The company noted that the new system “allows for fair and secure distribution through a controlled process.”

Users can also “register interest” in specific handles not yet available by adding them to a Watchlist. If the handle becomes eligible later, X will notify them.

Reactions and Concerns

This development has already stirred reactions about digital identity ownership, with warnings that it could lead to impersonation risks or loss of legacy content, particularly for deceased users or defunct brands whose handles may now be reassigned.

Other social platforms have had similar issues. Instagram and TikTok have had cases of username squatting, but neither has launched an official marketplace. Reddit and Discord have discussed comparable ideas but haven’t implemented them at scale.

What makes X different is its tiered access system, pricing transparency, and integration with its subscription tiers, placing the marketplace as a potential driver for user engagement.

In the end, this move blends commerce, community, and competition.

The monthly fee will move from €10.99 to €11.99 ($14.05), covering South Asia, the Middle East, Africa, Europe, Latin America, and Asia-Pacific.

The change comes less than two years after the company’s last increase. For Spotify, this is part of its goal to expand profitability and drive its initiative towards one billion global users. 

The Swedish streaming giant currently counts 696 million monthly active users and 276 million paying subscribers.

Alex Norström, co-president and chief business officer, told the Financial Times: “Price increases and price adjustments and so on, that’s part of our business toolbox and we’ll do it when it makes sense.”

Over the past year, Spotify has tightened operations, cutting costs through layoffs and scaling back on expensive podcast deals. Those decisions, alongside subscription growth, helped the company deliver its first annual profit in 2024 and record a 31.5% gross margin in the second quarter of 2025. Free cash flow now stands at €700 million, a turnaround after years of losses.

Alongside the price rise, Spotify is betting heavily on product innovation. Recent features include AI-powered playlist customisation, a virtual DJ tool, and audiobook integration. These are designed not just to improve listening but also to make users less likely to cancel, even when prices climb.

In Africa, Premium subscriptions will now cost R69.99 per month in South Africa, roughly on par with rivals Apple Music and YouTube Music. Analysts say this alignment in pricing shows Spotify’s intent to defend its market share, especially in mobile-first regions where streaming adoption is still rising quickly.

Spotify already controls about 65% of the global music streaming market and 45% of paid subscriptions outside China and Russia, according to Luminate. Analysts believe the new features and improved personalisation will help absorb the impact of higher costs for subscribers, ensuring Spotify maintains its lead as the dominant global music platform.