Is it true that the grass is greener on the other side? We might not know, but the sky certainly seems bluer. Since Elon Musk’s acquisition of Twitter, now rebranded as X, many have flocked to different platforms. While alternatives like Mastodon, Post, and Pebble have emerged—some even shutting down already—Bluesky has gained significant traction, rivaling the growth speed of Meta’s Threads.
By February 2025, Bluesky had amassed over 30 million users. Its surge in popularity was fueled by controversial changes at X, such as altering the block feature and permitting third-party companies to train AI on user posts. These moves propelled Bluesky to the top of the U.S. App Store charts. The platform also saw a notable increase post-2024 U.S. presidential election, partly driven by Taylor Swift fans leaving X. However, despite this growth, Bluesky still lags behind Threads’ impressive 275 million monthly active users.
What exactly is Bluesky? Conceived by former Twitter CEO Jack Dorsey, Bluesky is a decentralized social app that bears similarities to Twitter. It features an algorithmic choice, federated design, and community-specific moderation. Built on the AT Protocol, an open-source framework, Bluesky offers transparency about its development.
Dorsey first introduced the Bluesky project in 2019. Initially backed by Twitter as a small independent team charged with creating a decentralized social media standard, the plan shifted after Musk’s takeover. Today, Bluesky operates independently, led by CEO Jay Graber, as a public benefit corporation.
Using Bluesky is straightforward. Users sign up to create a handle, represented as @username.bsky.social, and can customize their username with their domain if they wish. The app mirrors X’s functionality, allowing posts of 256 characters, with options to reply, repost, like, or share. Users discover content through a personalized “Discover” feed, replacing the old “What’s Hot” section.
New users can explore curated content using Bluesky’s “Starter Pack” feature, making it easier to connect with interesting individuals and feeds from the get-go. Profiles display typical features like pictures, bios, and metrics, with sections for posts and replies. In 2025, a video tab was also added to profiles, enhancing content variety.
Who’s on Bluesky? By July 2023, Bluesky had over a million downloads, attracting users like Alexandria Ocasio-Cortez, Mark Cuban, and Weird Al Yankovic. News outlets and prominent figures, including Barack Obama and Hillary Clinton, have also set up profiles.
Functioning similarly to X, Bluesky has gradually added features like direct messaging, although currently limited to one-to-one conversations. Unlike X, Bluesky is decentralized and plans to implement features such as Trending Topics and a photo-sharing app called Flashes.
A significant difference is Bluesky’s stance on AI. Unlike X, Bluesky has pledged not to use user content for training generative AI tools. This respect for user data privacy distinguishes it from its competitor.
Is Bluesky free? Absolutely. It’s open to everyone now. To sustain operations, Bluesky is exploring funding methods beyond ads, like paid services offering custom domain names. In November 2024, it secured a $15 million Series A round and is working on a subscription service for premium features called Bluesky+.
By developing its open-source AT Protocol, Bluesky plans to enable a federated network, allowing various communities to exist within its ecosystem. As an independent entity since 2021, Bluesky continues to carve its path, setting itself apart from traditional social media platforms.Bluesky is paving a new path in the realm of social media by utilizing the AT Protocol, allowing users to easily transition between platforms while keeping their followers and data intact. This innovative approach offers independence from big tech’s centralized stronghold, promising freedom and continuity in online relationships.
A diverse range of apps are being developed using the AT Protocol. Highlights include Flashes, a photo-centric application; Spark, reminiscent of TikTok; and Skylight Social, which enjoys backing from notable entrepreneur Mark Cuban. The ecosystem continues to grow with various applications for cross-posting, music, and live streaming, showcasing the versatility and potential of open technology.
Security is a crucial focus for Bluesky. Recent efforts include the introduction of email verification in October 2023, aligning its safety features with larger networks. In response to user feedback, Bluesky also offered an opt-out for public post exposure in December 2023, enhancing user control over privacy.
Customization is at the heart of the Bluesky experience. May 2023 saw the launch of custom algorithms called “custom feeds,” enabling users to tailor their content streams. The “AT Protocol Grants” fostered creativity by supporting tools like SkyFeed, which allows users to craft personalized feeds through a graphical interface.
Bluesky is accessible on both iOS and Android platforms, expanding its reach and usability across devices.
To combat misinformation, an October 2023 update introduced warnings for potentially misleading links, enhancing content integrity.
Despite its innovations, Bluesky has faced challenges with moderation. From addressing the use of racial slurs to managing high-profile user controversies, the platform has been pressed to refine its community standards and moderation tools. By March 2024, Bluesky empowered users with “Ozone”—a tool to craft personal moderation experiences. An ongoing commitment to improving these systems was reflected in a 2025 report highlighting increased moderation efforts and team growth.
While similar to Mastodon in some architectural aspects, Bluesky differentiates itself through a more user-friendly experience. Unlike Mastodon’s complex instance selection, Bluesky aims for simplicity and ease of use as it continues to evolve.
The company, although initially funded by Jack Dorsey, is currently led by CEO Jay Graber, who brings a varied background from software engineering to event planning.
Bluesky continues to adapt, grow, and refine its offerings, consistently updating its features to meet user needs and expectations in the ever-evolving landscape of social media.
