Twitter changes its handle from @twitter to @X, Twitter Blue to @XBlue, @TwitterSupport to @Support, and more; the previous @X owner now uses @x12345678998765

Twitter has changed its official handle to @X as part of the ongoing rebranding. As a result, the original @Twitter handle is now inactive …

TechCrunch 2023-07-26 Ivan Mehta

Context & Ripple Effects

The handle changes extend the brand transition beyond the interim X logo rollout to the platform’s most visible account identities. They also put the subscription and support accounts under the same naming system, making the rebrand operational rather than merely visual.

Later coverage shows the migration continuing to the domain and core systems, though some twitter.com redirects remained inconsistent. That makes this early handle shift consequential for how users find official accounts and interpret the platform’s identity.

First-order effects

Official communications, support, and the paid subscription product move to @X, @Support, and @XBlue, while the legacy @Twitter handle becomes inactive.
The former @X holder is displaced to a long numeric username, illustrating that the rebrand immediately reallocates a highly visible account identifier.

Second-order effects

Users, advertisers, and third-party publishers must update references and account-verification habits as familiar @Twitter and @TwitterSupport mentions stop pointing to active official identities.
The move reinforces the X label around the subscription product, following earlier evidence of substantial Twitter Blue sign-ups, and ties paid features more tightly to the new brand.

Third-order effects

If the migration continues across domains, apps, and account names, accumulated Twitter-era recognition becomes less useful as a navigation and trust signal, increasing the value of clearly authenticated official accounts.
The reassignment of @X also points to usernames becoming managed brand assets rather than stable user identifiers—a pattern later reflected in plans to offer inactive handles through a marketplace.

The trend: This is part of a platform-wide identity migration in which branding, product names, domains, and scarce usernames are consolidated under X.

Discussion

@x12345678998765 @x12345678998765 on x
Alls well that ends well
@jweimermedia Jackson Weimer on x
welp @x is now the official twitter account for twitter. I wonder if Elon just stole it from this dude who seemed pretty cool or if he made a nice penny [image]
@princessmissdee DeeBeebies on x
The poor person behind the @x Twitter handle is having a Bit Of A Day [image]
@xnewsdaily @xnewsdaily on x
Gene Hwang was previously the owner of the @x handle [image]
@crimefish @crimefish on x
totally unsurprising the number of hopelessly naive blue checks in the replies who think elon actually paid this person for their @ & didn't just take it.
@mattbinder Matt Binder on x
i spoke to the X / Twitter user who registered the @x handle more than 16 years ago about his rare single-letter username that has suddenly been thrust into the spotlight https://mashable.com/...
@jamestitcomb James Titcomb on x
NEW: former owner of @x handle tells me he didn't sell the account: “Twitter just took it essentially”. They offered some merchandise and a meeting https://www.telegraph.co.uk/ ... [image]
@xnewsdaily @xnewsdaily on x
BREAKING: The @x username no longer exists. [image]
@islandthembo @islandthembo on x
how much did they pay you to change that @ cause I would've folded too
@everythingooc @everythingooc on x
Elon sniped his username @X himself 💀 [image]
@imprisonedemily @imprisonedemily on x
Elon fucking stole it oh my god.
@adamamcbride @adamamcbride on x
$1 million to $0 in 24 hours. Yesterday the owner of Twitter handle @X tried to sell it for $1M. Minutes ago Elon took it from him and transferred the old @twitter account to it. The owner received $0 [image]
@caseynewton.bsky.social Casey Newton on bluesky
Let's get clear on what Twitter's rebranding to X really is: a political project from a right-wing reactionary. https://www.platformer.news/ ... [image]
@dangillmor@mastodon.social Dan Gillmor on mastodon
Elon Musk has a message for major brands that used to advertise on Twitter before he turned it into a haven for extremists. Paraphrasing: — “Come back and we'll give you a huge discount. Otherwise, we won't lift a finger to stop trolls from impersonating you.” — https://www…
@danprimack Dan Primack on x
eXtortion
@noahcrothman Noah Rothman on x
1) this is not a “woo,” it's a threat. 2) are they under the assumption it was the pre-Musk brand that was toxic? https://www.wsj.com/... [image]
@pkafka Peter Kafka on x
These are for the posted prices. In reality Twitter ad prices have been submerged for a long time, which is one reason why you see random-ass ads here (and, um, ads for fine digital publications who want you to sign up for their newsletters).
@ericliptonnyt Eric Lipton on x
WSJ: X, formerly Twitter, presses major companies to advertise on its site, telling them to spend money on X or lose ability to control their brand identity on the new X [image]
@kimcrayton1 @kimcrayton1 on x
He's so fuckin bad at this 😂🤣😂
@aaronguhreen Aaron Green on x
Twitter now giving extortion a try in an attempt to boost ad spending. https://www.wsj.com/... [image]
@joelwenger Wenger on x
X warned advertisers that beginning 8/7 brands' accounts will lose their gold check mark if they haven't spent at least $1,000 on ads in the previous 30 days or $6,000 on ads in the previous 180 days... https://www.wsj.com/...
@thefinancerebel @thefinancerebel on x
This kinda sounds like extortion. Twitter I mean X is cutting ad prices. But threatening brands with a loss of verification status if they don't buy a certain level of ads in the platform. https://www.wsj.com/...
@keithdsouza Keith on x
Lol, so is this like an extortion scheme now?
@digiphile Alex Howard on x
@Twitter ... Per @WSJ, @Twitter emailed advertisers offering new incentives on certain ad formats in the U.S. & U.K. & warned brands that they will lose @verified status if they haven't spent $1000 in the past 30 days or $6K in the last 180 days https://www.wsj.com/... Fraud risk…
@chetta_cheetah @chetta_cheetah on x
*X Corp., Formerly Twitter, Cuts Ad Prices to Lure Advertisers Back to Social Platform, Emails to Advertisers Show — WSJ *X Reducing Cost of Some Video Ads by as Much as 50% — WSJ @elonmusk https://www.wsj.com/...
@commuternyc @commuternyc on x
X Corp. is cutting ad prices as it tries to woo brands back to the Elon Musk-owned platform This is a little know accounting trick lower the prices &raise margins and profits. Oh that is right it is little know because it isn't true $tsla $tslaq #tuesday https://www.wsj.com/...
@pt Parker on x
What will be the first brand to respond to this half-assed shakedown by buying ads for their Threads page? https://www.wsj.com/... [image]
@patrickcoffee Patrick Coffee on x
“X also warned advertisers that beginning Aug. 7, brands' accounts will lose their verification—a gold check mark that indicates their account truly represents their brand—if they haven't spent at least $1,000 on ads in the previous 30 days” https://www.wsj.com/...
@moguldom @moguldom on x
This X thing seems like an attempt to develop a new imaginative story to hook investors. X doesn't have to be a consumer thing. “It's not Twitter, it's X with so much potential.” https://www.wsj.com/...

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