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.

Until now, messages were automatically deleted either 24 hours after being viewed by everyone in a chat or 31 days after being sent. With Infinite Retention, users can choose which conversations to preserve, and all participants are notified whenever the setting is activated.

The update also brings “Group Streaks,” enabling multiple friends to contribute to a shared streak. Previously, streaks were limited to one-on-one interactions, requiring daily exchanges between two people. 

Group Streaks continue as long as most members participate, and if a streak is broken, it can be restored within a week. “We’ve often heard from our community that Snapchatters want to save their chats forever and wish they could build streaks with their favourite groups,” the company said in a statement.

Infinite Retention can be toggled on or off for each chat, and both parties receive notifications when the feature is enabled or disabled. This ensures users maintain control over which conversations remain permanent while keeping other interactions ephemeral.

Snapchat originally built its reputation on disappearing messages, but this update aligns the platform more closely with traditional messaging apps like WhatsApp and iMessage. 

The change comes when competition from TikTok, Instagram Threads, and Discord is increasing, as Snap aims to boost engagement and time spent in chats, a key metric for advertisers.

Via Infinite Retention, Snapchat is now joining a trend in social apps, offering users flexibility in how they communicate, blending permanent and ephemeral messaging. Signal and Telegram have long provided disappearing messages with optional permanence, and Snapchat’s latest features bring it firmly into this hybrid messaging space.

The updates aim to make it easier for people to share content, coordinate meet-ups, and follow what their friends are enjoying on the platform.

The Instagram Map gives users the option to share their last active location with selected friends. The feature is off by default, and location data updates only when the app is opened, avoiding continuous real-time tracking.

“You choose who you share your location with: friends (followers you follow back), Close Friends, Only selected friends, or no one,” the company explains. 

Users can also limit location visibility for certain places or specific people, and parental controls are available for supervised teenage accounts.

In addition to location sharing, the map lets people explore content tied to tagged locations. This could be stories from friends attending a festival, a reel from a creator reviewing a nearby restaurant, or even short “Notes” left directly on the map. 

Any tagged content, from reels and posts to 24-hour stories, can appear. The map icon will sit at the top of the DM inbox, with a US rollout already underway and wider global availability planned.

The new Reposts function allows users to share public reels and feed posts to their followers. These will appear in friends’ feeds and in a dedicated “Reposts” tab on the sharer’s profile. 

“Reposts are credited to the original poster,” Instagram confirms, adding that this creates opportunities for creators to reach audiences beyond their direct followers. Users can add short notes to reposts before publishing.

Instagram’s “Friends” tab in Reels, first introduced in the US earlier this year, is now available worldwide. It shows public reels that friends have liked, commented on, reposted, or created. 

This gives users a more curated, personal view of content trends within their own circles. For privacy, users can hide their own interactions from the tab or mute activity from specific accounts.

While the Map appears to be a direct challenge to Snapchat’s Snap Map, which recently passed 400 million monthly active users, it also taps into demand left by the closure of Zenly, a social map app shut down by Snap in 2023.

Instagram says these updates are part of its wider mission to keep friends connected through the content they share and discover. “Now, with reposts, the map, and the ‘Friends’ tab in Reels, it’s easier for you and your friends to stay in touch through the content you’re enjoying on Instagram,” the company stated.

Alongside this, Instagram is also testing a new way for people to upload content silently, without pushing it into their followers’ feeds. These changes enable users to control how their content is seen and shared.

For the first time, users will be able to sort the visual narrative of their profile however they like. That means curated layouts, thematic rows, spotlight posts, the grid becomes a design board, not just a timeline. It’s a small change in mechanics but a big jump in intent. Until now, the only workaround was pinning posts.

Adam Mosseri, head of Instagram, explained why they’re moving in this direction. “Creative expression can feel intimidating, especially when posting something to feed,” he said.

It’s that intimidation the company wants to soften with what’s being referred to internally as “quiet mode”, an option that lets users post to their profiles without broadcasting the update to their followers’ home feeds.

At face value, this might seem more useful to casual users. But the underlying message? Instagram is rethinking engagement. Quiet posting is not about being secretive, but freedom which extends to creators as well.

The company has also expanded access to “trial reels,” a feature that lets creators post videos that initially don’t show up to their followers but can still reach a wider, non-follower audience. 

According to Instagram, 40% of those who tried the feature began posting reels more often. Of that group, 80% reported higher reach among people who don’t follow them. Creators are starting to embrace experimentation without worrying about performance upfront.

Instagram also announced the launch of Drafts, a programme aimed at nurturing up-and-coming creatives. Unlike traditional creator funds, Drafts is about strategic support.

According to an Instagram spokesperson, “Drafts is not a dedicated creator fund,” and the goal is to “collaborate closely with creators to provide them with the type of support that best suits the needs of each of their unique creative projects.”

The initiative will offer emerging talent access to mentorship, collaboration, and exposure. Notable early partners include visual artists and creators like Sailorr, Tyrell Hampton, the Young Emperors, and Jake Fleming. For those of us watching the creator economy evolve, it’s a necessary move and talent isn’t just discovered but cultivated.

There’s also a lighter update, a new integration with Spotify that lets users share what they’re currently listening to via Instagram Notes. This tiny tweak opens another low-pressure, social connection point. Music, after all, speaks even when we don’t.

Instagram is also adding a touch of celebrity charm by introducing a handwriting-inspired font for Stories and Reels, created in partnership with Spanish singer Rosalía. It’s a nod to personalisation, but more importantly, a reminder that platforms must stay playful if they want to stay relevant.