Bluesky originated in 2019 when Twitter co-founder and then-CEO Jack Dorsey announced an initiative to develop an open standard for decentralized social networking. The project sought to address concerns surrounding centralized 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 while initially receiving funding from Twitter. After Twitter’s acquisition by Elon Musk, the partnership formally ended in late 2022, allowing Bluesky to pursue its mission independently. [4]

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

Bluesky’s mission is to create an open, decentralized social networking ecosystem where users—not platforms—control their online identities and experiences. The company argues that existing social media services concentrate too much power in a single organization, limiting innovation and user choice. [6]

The platform is built around several guiding principles:

• User ownership of identity and data
• Interoperability between different applications
• Customizable content algorithms
• Transparent moderation systems
• Open-source technologies that developers can build upon

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

Bluesky is built on the AT Protocol (Authenticated Transfer Protocol), an open-source decentralized networking protocol. [8]

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 centralized service.
• Composable moderation: Independent moderation services can label or filter content, allowing users to choose moderation policies that fit their preferences.
• Custom feeds: Developers and communities can create personalized recommendation algorithms, enabling users to select how content is ranked and displayed.
• Open APIs: Third-party developers can build applications, tools, and services on top of the protocol. [9]

Bluesky offers many features common to microblogging platforms while introducing several unique 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

One of Bluesky’s defining features is custom feeds, which allow users to subscribe to alternative recommendation algorithms created by developers or communities. This enables different experiences without changing platforms. [10]

Custom Domains

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

@username.example.com

This provides portable digital identity across compatible services. [11]

Bluesky uses a layered moderation system consisting of:

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

Rather than enforcing a single moderation model, the platform allows third parties to create independent labeling systems that users may subscribe to. This “composable moderation” approach is a distinguishing characteristic of the AT Protocol. [12]

Bluesky Social is organized 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. [13]

Bluesky’s visual identity centers on the blue butterfly, representing openness, freedom, and the evolving nature of social networking. The company provides official branding guidelines covering use of its wordmark, butterfly logo, icons, and trademark policies. [14]

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 emphasized that user control and openness remain central to its business strategy. [15]

Bluesky has attracted attention as an alternative to centralized social media platforms, particularly among 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 decentralized systems. [16]

Supporters often cite its customizable feeds, open protocol, and portable identities as significant innovations, while critics note that decentralized moderation and long-term sustainability remain ongoing challenges. [17]

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
17. About Us – Blue Sky