Bluesky originated in 2019 when Twitter co-founder and then-CEO Jack Dorsey announced an initiative to develop an open standard for decentralised social networking. The project aimed to address concerns regarding centralised ownership, platform governance, and user control over online identity.3

In 2021, Bluesky was incorporated as an independent Public Benefit Corporation. Software engineer Jay Graber was appointed CEO, and the company continued development independently whilst initially receiving funding from Twitter. Following Twitter’s acquisition by Elon Musk, the partnership formally concluded in late 2022, enabling Bluesky to pursue its mission autonomously.4

A private beta was launched in February 2023 via an invitation system. On 6 February 2024, Bluesky opened registration to the public worldwide, resulting in rapid user growth. As of May 2026, the platform reports more than 44 million registered users.5

Bluesky’s mission is to establish an open, decentralised social networking ecosystem where users, rather than platforms, retain control over their online identities and experiences. The company contends that existing social media services concentrate excessive power within a single organisation, thereby limiting innovation and user choice.6

The platform is founded upon several guiding principles:

• User ownership of identity and data
• Interoperability between different applications
• Customisable content algorithms
• Transparent moderation systems
• Open-source technologies available for developer use

These principles are implemented through the AT Protocol, which permits compatible applications to communicate across a shared network.7

Bluesky is built upon the AT Protocol (Authenticated Transfer Protocol), an open-source decentralised networking protocol.

Key technical features include:

• Portable identity: Users can migrate between hosting providers without losing their identity, followers, or posts.
• Federated infrastructure: Multiple servers can host user data rather than relying on a single centralised service.
• Composable moderation: Independent moderation services can label or filter content, allowing users to select moderation policies aligned with their preferences.
• Custom feeds: Developers and communities can create personalised recommendation algorithms, enabling users to determine how content is ranked and displayed.
• Open APIs: Third-party developers can build applications, tools, and services atop the protocol.8

Bluesky offers numerous features common to microblogging platforms whilst introducing several distinct capabilities.

Posting

Users can publish:

• Text posts
• Images
• Videos
• Replies
• Reposts
• Quote posts
• Links

Social Features

• Following and followers
• Likes
• Direct messaging
• User lists
• Starter Packs (curated account collections)
• Search functionality
• User profiles

Custom Feeds

A defining feature of Bluesky is custom feeds, which allow users to subscribe to alternative recommendation algorithms created by developers or communities. This facilitates varied user experiences without necessitating a change of platform.9

Custom Domains

Users may replace the default bsky.social handle with a verified domain they own, such as:

@username.example.com

This provides a portable digital identity across compatible services.10

Bluesky employs a layered moderation system comprising:

• Automated content detection
• Human review
• Community-generated labels
• User-selected moderation services

Rather than enforcing a singular moderation model, the platform allows third parties to create independent labelling systems to which users may subscribe. This “composable moderation” approach is a distinguishing characteristic of the AT Protocol.11

Bluesky Social is organised as a Public Benefit Corporation (PBC), meaning it is legally structured to pursue public-interest goals alongside commercial objectives.

The company is led by CEO Jay Graber. According to Bluesky, its board has included:

• Jay Graber
• Jeremie Miller (creator of Jabber/XMPP)
• Mike Masnick (Techdirt founder)
• Kinjal Shah (venture capitalist)

Bluesky states that it is owned by Jay Graber and the Bluesky team.12

Bluesky’s visual identity centres on the blue butterfly, representing openness, freedom, and the evolving nature of social networking. The company provides official branding guidelines covering the use of its wordmark, butterfly logo, icons, and trademark policies.13

Bluesky has indicated that it is exploring multiple revenue streams rather than relying solely on traditional advertising. Potential sources include:

• Subscription services
• Custom domain registration
• Developer services
• Premium platform features

The company has emphasised that user control and openness remain central to its business strategy.14

Bluesky has attracted attention as an alternative to centralised social media platforms, particularly amongst users seeking greater control over content discovery and moderation. Researchers have also highlighted the platform’s openness as valuable for studying online social networks and decentralised systems.15

Supporters frequently cite its customisable feeds, open protocol, and portable identities as significant innovations, whilst critics note that decentralised moderation and long-term sustainability remain ongoing challenges.

1. Company – Bluesky
2. Bluesky
3. Bluesky and the AT Protocol: Usable Decentralized Social Media
4. 2025 Transparency Report Overview – Bluesky
5. Bluesky: Network Topology, Polarization, and Algorithmic Curation
6. Here’s some cool stuff you can do with Bluesky
7. Brand Guidelines – Bluesky
8. Bluesky, el gran rival de X, ya no descarta la llegada de publicidad a la plataforma
9. The Dawn of Decentralized Social Media: An Exploration of Bluesky’s Public Opening
10. Cancel culture is bad for business. Bluesky is learning why.
11. Bluesky 2025 Transparency Report – Bluesky
12. What is Bluesky? – Bluesky
13. Welcome to Bluesky! – Bluesky
14. Our Plan for a Sustainably Open Social Network – Bluesky
15. What is Bluesky? – Bluesky
16. Company Overview – Bluesky