X is launching a marketplace that will let Premium users buy inactive handles. The marketplace is available exclusively to Premium+ and Premium Business subscribers, and it will offer both free and paid options to claim or purchase inactive usernames. The company says the marketplace is basically a platform to redistribute usernames that are no longer in active use but still attached to old accounts.

Inactive handles that are available for redistributions fall into two different categories – “Priority” or “Rare”. In a help page, X says Priority handles “often include full names, multi-word phrases, or alphanumeric combinations.” Examples of such handles are: @GabrielJones, @PizzaEater, and @ParadoxAI. These types of handles can be requested for free by Premium subscribers, after which X will take a maximum of 3 business days to review the request. In some cases, the company says that expedited reviews may be granted upon request. Once the request is approved, X will transfer the username to the user for free. The user must maintain their Premium subscription to keep the Priority handle; otherwise, they will be downgraded to their old username after a 30-day period of cancellation.

For Rare handles, they typically include “short, generic, or culturally significant names.” Such handles can only be purchased directly or made available through “public drops.” The handles may be priced anywhere from $2,500 to over seven figures, depending on demand, X says. Examples of such handles are – @Pizza, @Tom, and @One. Rare handles will sometimes be released in a limited-time public drop where multiple users can apply. X says public drop selection is based on three criteria:

• Your past contributions to the platform
• Intended use of the handle
• Your engagement and reach on the platform. Handles gotten through direct purchases will be kept even after the expiration of a Premium subscription.

Once you secure a new username, your previous username will be “frozen” and will be unavailable to others. X says it may offer redirect options for select accounts at an additional cost. If the handle you want is not available yet, you can “Register your interest” to add it to your Watchlist, so X can notify you upon its availability.

The company says the marketplace for inactive usernames provides a “fair and secure distribution through a controlled process” and that it will prevent bot spam or misuse.

The launch of the marketplace is certainly a smart way for the company to generate additional revenue as its ad business continues to struggle.