- Bluesky has grown to over 30 million users, partly due to controversial changes at X.
- Originally a Twitter project, it is now an independent platform built on the open-source AT Protocol.
- Features include custom feeds, traditional blocking, and upcoming premium options without ads.
- The platform faces ongoing moderation challenges as it expands.
It has been more than two years since Elon Musk took over Twitter, now rebranded as X, and the hunt for alternative platforms has only intensified. Many challengers like Mastodon, Post, Pebble, and Spill have emerged, but few have sustained momentum.
Bluesky, however, has managed to gain real traction, attracting millions of users and positioning itself as a credible rival.
By February 2025, Bluesky had surpassed 30 million users. The surge came after several controversial changes at X, including a new block function that critics say weakened safety and a decision to let AI companies train models on public posts.
The 2024 U.S. presidential election also drove new sign-ups, especially among Taylor Swift fans frustrated with X. Despite the milestone, Bluesky’s user base is still far smaller than Meta’s Threads, which boasts 275 million monthly active users.
From Twitter Experiment to Independent Platform
Bluesky began in 2019 as a side project under former Twitter CEO Jack Dorsey, aiming to create a decentralized standard for social media. The plan was that Twitter might eventually adopt it.
That never happened, and after Musk’s acquisition, Bluesky spun out as a separate company in 2021. Today, it operates as an independent public benefit corporation led by CEO Jay Graber.
The platform is built on the AT Protocol, an open-source framework that allows transparency into its code and enables developers to build new apps that can connect to Bluesky’s network.
Familiar Look, Fresh Features
Bluesky feels a lot like X at first glance. Users can create a handle, write short posts of up to 256 characters, attach images, and interact through likes, reposts, and replies. Handles can follow the default format or use a custom domain owned by the user.
The app features a “Home” timeline for followed accounts and a “Discover” feed for recommendations. Users can also subscribe to and pin “custom feeds”, unique algorithms that highlight specific content types.
In 2025, Bluesky added profile video tabs, a TikTok-style vertical video feed, and a starter pack feature that helps new users find accounts and feeds to follow.
Who Is On Bluesky
Bluesky has attracted celebrities, politicians, and journalists. Notable names include Alexandria Ocasio-Cortez, Mark Cuban, Weird Al Yankovic, Guillermo del Toro, Barbra Streisand, Brazil’s president Luiz Inácio Lula da Silva, Barack Obama, and Hillary Clinton. Major news outlets have also established accounts.
Standing Apart from X
While Bluesky offers many similar features to X, it differs in key areas. Direct messages are currently limited to one-on-one chats. The traditional block function remains intact, which some users see as a safer option compared to X’s revised version. Bluesky also says it will not use user content to train generative AI models.
The company is testing trending topics and building a photo-sharing app called Flashes. Its decentralized approach means that, in the future, users could move their accounts — along with followers and posts, between different servers built on the AT Protocol.
How Bluesky Makes Money
The platform is free to join. Bluesky avoids advertising and is exploring other revenue streams, including paid custom domains and a forthcoming premium subscription called Bluesky+.
Possible perks include higher-quality video uploads and profile customization. It has also launched a $1 million grant fund called Skyseed to support developers working on the AT Protocol.
Moderation Challenges and Changes
Bluesky’s growth has brought moderation issues. Early criticism focused on the handling of racist content and slurs in usernames, prompting user strikes. Since then, Bluesky has toughened its policies, expanded its moderation team to about 100 members, and introduced tools like Ozone, which lets users create their own moderation services.
High-profile disputes, such as the suspension and reinstatement of writer Jesse Singal, have highlighted ongoing tensions around enforcement. The company’s 2024 moderation report showed a 17-fold increase in reports, most related to harassment and intolerance.
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