Since Elon Musk’s 2022 takeover of Twitter, now rebranded as X, several alternatives have emerged to attract disillusioned users. Among them, Bluesky has rapidly gained attention as a decentralized, open-source platform offering a familiar social experience with more control for its users. By February 2025, Bluesky surpassed 30 million users, fuelled by frustration over X’s policy changes, such as altering the block feature and allowing AI training on user posts.
What is Bluesky?
Bluesky is a decentralized social app conceptualized by former Twitter CEO Jack Dorsey in 2019 and developed on the open-source AT Protocol. It offers a Twitter-like interface but emphasizes user choice in algorithms, federated communities, and transparent moderation. While initially funded by Twitter, it became an independent public benefit corporation in 2021, now led by CEO Jay Graber.
How Bluesky Works
Users create a handle in the format @username.bsky.social or link their own domain as their username. Posts are capped at 256 characters, can include photos, and support replies, reposts, and likes. The platform features algorithmic feeds, custom “Starter Packs” for curated follow suggestions, and a Discover tab for trending content. In 2025, Bluesky added vertical video feeds, private DMs, and a video tab on profiles.
Who’s Using Bluesky?
High-profile users include Rep. Alexandria Ocasio-Cortez, Mark Cuban, Hillary Clinton, Barack Obama, Weird Al Yankovic, and Guillermo del Toro, alongside media outlets like Bloomberg and The Washington Post. Bluesky opened to heads of state in August 2024.
Key Differences from X
While X has shifted to controversial policies, Bluesky maintains traditional block functionality and has pledged not to use user posts for AI training. It supports custom feeds, user-created moderation services via its Ozone tool, and plans to federate so users can move freely between AT Protocol-powered apps while keeping their followers and data.
Controversies and Moderation
Bluesky has faced criticism for slow responses to harassment, offensive usernames, and intolerance. It has since expanded its moderation team to around 100 staff, introduced stricter impersonation policies, and launched new automated content flagging tools.
Monetization and Future Plans
Bluesky is free to use and seeks revenue through premium services like Bluesky+ subscriptions, offering higher-quality uploads and profile customization. It also provides custom domains and developer grants through its Skyseed fund.
The Bottom Line
With its open architecture, transparency, and user control, Bluesky positions itself as a strong contender in the social media landscape. While it still trails Meta’s Threads in user numbers, its focus on decentralization and moderation innovation could make it a long-term alternative for those leaving X.
