Well I have noticed some odd behavior. My new betta will (in a sudden burst) start rubbing its left gill area on the gravel and act like it is trying to shake something off of itself. I cant see anything on him....but I did notice some strange breathing. Almost like he is going to puff out his gills but he just doesn't stick them all the way out and breaths with them sticking out a little bit.
Is that the only place that he seems to be rubbing? If the itching isn't localized it could be a lot of things, but since it just seems to be the gills, and he is breathing funny.... you might have gill flukes. Watch for other signs such as heavy breathing. As of now, you might want to try doing a big water change, adding some aquarium salt, and possibly looking into an external parasite medication. Good luck!
It does seem to be just that one spot. He is eating. (Only the bloodworms wont touch the betta bites or betta flakes.) I will add the salt after changing water and just keep my eye on him I guess. Thanks.