How did Meghan Markle get the handle @meghan? Duchess waited more than two years to make first post and 'probably paid substantially for it'

Meghan Markle has made a sensational return to Instagram after teasing a new project with an elusive video of herself a the beach.

The wife of Prince Harry, 42, is making her comeback on the photo-sharing app, having stepped away in 2020, and is appearing to forego her Duchess of Sussex title by simply using the handle @meghan.

She first made her cautious reappearance last summer, after teasing her return for months.

News that the @meghan handle was hers created a frenzy of followers despite the account lying empty without a single post until Wedensday, and following no other accounts.

But how did the Duchess get her hands on the single-moniker handle?

Speaking to FEMAIL, branding expert Emily M Austen revealed it's likely the account - which has now been verified with a blue tick - was owned by someone else before, as it's 'not a unique name'.

'Most likely, Meghan (or her team), will have used a website to negotiate through a third party, the handle, and will likely have had to pay for ownership,' she explained.

'It is possible to change your Instagram handle whenever you want, within certain limits, but this looks like a totally new account, so it’s most likely a purchase.

'Meghan likely used a third party which would mean her identity would remain hidden. Most sellers start with a guide price, which can go from $200 to $20,000 depending on the desirability of the handle.'

Another expert, talent rep Raymani Zaloumis, also said that while it's 'very difficult to predict the exact amount Meghan Markle would have paid for the handle', it's likely the sum would have been 'significant'.

'Short, common, or celebrity-related usernames are highly sought after, often commanding premium prices,' he told FEMAIL.

'Depending on their desirability and the willingness of the owner to sell, such handles can range in value from tens of thousands to even hundreds of thousands of dollars.'

Emily added that the Instagram handle could be a way of feeling in control of her own narrative.

'Her own Instagram handle means that she can be in total control of what she is posting, when, and who she is interacting with,' the expert said.

'Instagram is an amazing marketing tool for brands, and individuals. It’s also super lucrative.

'Stories of Kardashian’s garnering over £1million per post are seductive, and Meghan likely feels she’s missing out on the action. It’s certainly part of her reclaiming an ability to put whatever she likes out into the world, and is a great way to promote her mission and messages, clearly and directly to her audience.

'Instagram also provides great insights into who is part of those audiences, which helps brands to iterate their strategy and product sequencing. 

'Meghan reinventing herself seems to be something we can look forward to annually, although the one thing that has remained consistent is her desire to break into the lifestyle space. Mentions of her shelved blog The Tig have been frequent, and she’s spent the last five year using all her spare time to create the one product no one actually wants or needs; Jam.

'Although Meghan relaunching her Instagram does make total sense, commercially and from a positioning perspective, it’s probably a band aid solution. The division she’s created runs deep, especially amongst Brits, and it’s unlikely that a curated Instagram page will do anything to re-engage so many people who have already made up their minds about her.'

Elsewhere, PR expert Natalie Trice added that the comeback feels less like a new move for Meghan and more like another experiment.

'Meghan Markle’s Instagram return feels less another try to create a move away from the Royals but similar to the polished Christmas card release in December,' she suggested.

'It is certainly another carefully curated moment that would have likely been months in the making. While the imagery of a carefree walk on the beach may suggest a shift towards a more relaxed, influencer-like persona, it’s hard to ignore the context: the ongoing use of a royal title and the couple's very public history.

'Over the years, we’ve seen numerous changes in their approach to public life, from royal duties to media wars, homeware ventures and beyond, and to me this feels like another chapter of trying what will work rather than a defining new beginning that comes with clarity.

'The truth is a picturesque walk on the beach won’t alter public perception unless this truly signals a sustained, coherent new direction for the couple that is followed up with more of the same.

'Consistency, transparency, and a clear message will be key if this is meant to mark a new era, otherwise this single IG account risks being seen as just another move in an already complex, scattered narrative and publicity approach.'

In 2023, experts predicted that Meghan could make $1million (£790,000) per post as 'an absolute minimum'. They also anticipated that her account launch could see her become one of the top ten highest-paid influencers in the world.  

At the time, a source close to Meghan's team confirmed to The Mail on Sunday that an account with the username @meghan was hers and at the time was told to 'expect an announcement very soon'. 

The account, which has no bio information, was created in June 2022 and initially had profile picture of pink dahlias. However, it is currently a chic black and white portrait of the Duchess.

The mother-of-two has confirmed the profile is hers, by posting a clip of her walking towards the shoreline at the beach near Montecito, where she lives with Prince Harry, and children Archie, five, and Lilibet, three.

In the clip, Meghan is seen drawing the digits of the New Year - '2025' - into the sand, perhaps hinting an upcoming project.

A beaming Meghan is then filmed running off camera as she giggles. 

The return to Instagram comes after the Duke and Duchess of Sussex vowed never to return to social media after claiming to have dealt with an 'almost unsurvivable' amount of abuse.

Page Six has in past reported that the account was set up around two years ago, but the duchess decided to concentrate on her Archetypes podcast series with Spotify instead. 

'Do you want to know a secret?' the duchess told The Cut magazine in 2022. 'I'm getting back… on Instagram.' 

It is unclear how Meghan was able to get hold of her unique username as Instagram's guidelines state handles are given on a 'first-come, first-served basis'. A single-name handle such as @meghan is rare, with most users needing to include surnames and numbers to find handles that haven't already been taken. 

It is also unknown whether the handle was held by a previous user, but celebrities are able to buy an Instagram name. 

The account shows the username has been changed once since it was created. 

In 2019 the royal couple caused controversy when they started their @sussexroyal Instagram account. 

Football fan Kevin Keiley, from West Sussex, had used the handle for around three years, creating it because he was a Reading FC fan – nicknamed The Royals – and was from Sussex. 

But he said it was 'stolen' from him and given Instagram said his handle was given away because the account lay inactive, but Mr Keiley said no one contacted him about it. 

Akshay Makadiya, founder of digital marketing agency RankLane, said: 'Celebrities often have an easier time obtaining specific usernames on platforms like Instagram. Given her global fame, there are several methods Meghan could have potentially obtained the handle through. 

'The handle might have been in use by another individual with the same name or for other purposes. Meghan's team could have reached out to the original user and negotiated a transfer. 

'This could involve a financial transaction. Or if the account was inactive or perceived as 'squatting' (holding on to a username without genuine use, especially with intentions to profit from it later), Instagram's policies could have facilitated its release to Meghan.' 

Harry and Meghan stopped posting to @sussexroyal in March 2020, after quitting the Royal Family. The account remains available to see as a reminder of their previous life. 

The duchess also held an account under the handle @meghanmarkle before she married Harry, but that no longer exists. 

She posted selfies, snippets from her time on US TV show Suits and holiday snaps, and had an official blue tick with a three-million-strong following. 

A source last year told The Mail on Sunday: 'Everyone in Hollywood is talking about the relaunch being imminent. Meghan has never made any secret of wanting to return to Instagram.' 

Social media expert Eric Schiffer at the time also said: 'I don't think Meghan coming back to Instagram will surprise anyone. She has a new talent manager and this is the next logical step. You have celebrities like the Kardashians who can command $1million and up for a single post promoting a product. There is no reason Meghan couldn't be earning those sorts of fees.' 

A representative for the duchess was approached for comment at the time.