Kraken becomes official X Cashtag partner, putting crypto trading a tap from the feed

Kraken has joined X’s US Cashtag partner program, letting users move from a $ticker post such as $BTC to a trading page on the exchange in one tap, the company announced on Sept. 16.

Tapping a Cashtag on X already brings up posts and a price chart. Under the partnership, that view now carries a trading link that sends users to Kraken’s app or website, where they sign in or register and complete the purchase. Kraken announced the partnership on its blog, describing it as a way to become easier to find inside applications people already use.

X is not becoming an exchange. The trade itself still executes at Kraken; the platform supplies the placement, the exchange supplies the market. That division of labor is the business point of the deal: Kraken is renting a distribution channel inside the feed where financial conversation already happens, rather than paying to pull users out of it.

The move follows a precedent set in 2023, when eToro connected Twitter Cashtags to its platform, a deal it tied to 420 million Cashtag searches in the first three months of that year. X’s partner program now has a second major crypto name, and the placement is a thing exchanges can compete for.

Financial terms of the Kraken-X partnership are not disclosed, and the program’s scope beyond the US is not documented.