The product, due to launch first in the United States later this year, will roll out in partnership with Visa and will eventually extend to peer-to-peer transfers, e-commerce check-outs and, crucially, a brokerage layer for stocks, ETFs and crypto-assets. Yaccarino framed the move as the logical next step in X’s metamorphosis.
For the crypto market the headline is obvious: an in-app trading rail built by Dogecoin’s most famous cheerleader. Musk’s relationship with the satirical canine token is long-standing and unusually public.
He began joking about the coin in 2019, called himself “The Dogefather” on live television in 2021, and has since let customers buy Tesla merchandise in DOGE. In October 2024, a single two-letter reply—“D.O.G.E.”—at a Pennsylvania town-hall last October still blasted the token 15 percent higher in minutes.
Even without explicit promises, the plumbing is falling into place. X’s existing partnership with eToro already lets users click a cashtag such as $DOGE and route straight to an order ticket, a capability added quietly in April 2023. The new wallet is expected to collapse that two-step flow into a single in-app trade.
The uncomfortable reality for X is that advertising revenue is still running a third below the pre-acquisition baseline. Yaccarino insists that “96 percent of former clients have returned,” and forecasts sales of $2.3 billion this year versus $1.9 billion in 2024, but that would merely claw back half the slump from 2022’s $4.1 billion haul.
At press time, DOGE was trading at $0.168, showing no significant reaction to the news.
