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Bluesky

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Bluesky
A simplified silhouette of a butterfly, with two symmetric pairs of wings, colored with a sky-blue gradient
Current logo used in Bluesky's interface branding, introduced December 2023
Web interface showing a user account on Bluesky. To the left, a list of different modes. In the center, a header and profile description above a feed with posts, threading, and embedded content. To the right, a list of user-selected custom feeds.
Screenshot of the Bluesky desktop interface, featuring the official company account, October 2024
Type of site
Social networking service
Available in19 languages[1]
Founded
Area servedWorldwide
OwnerBluesky Social, PBC[3]
URLbsky.app
RegistrationRequired for interaction (like, comment, repost, etc), Not required to view posts and profiles that haven't disabled anonymous access.[a]
Users
  • Increase 18.3 million total registered users (as of November 17, 2024)[5][6]
  • Increase 10.4 million MAU (as of November 17, 2024)[7]
Current statusActive

Bluesky[b] is a decentralized microblogging social media service primarily operated by Bluesky Social, PBC.[8] It was created as a proof of concept for the AT Protocol, a communication protocol for decentralized social networking.[9][10] Similar to Twitter, users can share short text messages, images, and videos in short posts colloquially known as "skeets".[11][12]

Bluesky Social claims the social app was "designed to not be controlled by a single company" through the use of the AT Protocol as its foundation, promoting a composable user experience and "algorithmic choice" as core features of Bluesky.[13][14] The platform offers a "marketplace of algorithms" where users can choose or create algorithmic feeds, user-managed moderation and labelling services, and user-made "starter packs" which allow users to quickly follow a large number of related accounts within a community or subculture.[14][15][16] Bluesky and the AT Protocol offers a domain name-based handle system, allowing users to self-verify an account's legitimacy and identity by proving ownership of a domain name through a DNS text record or HTTPS page.[17]

Bluesky began in 2019 as a research initiative at Twitter, led by then-CEO Jack Dorsey, to explore decentralizing the platform.[18] In August 2021, Jay Graber was hired to lead the Bluesky project and development of what is now the AT Protocol, with initial funding provided by Twitter.[19] Dorsey is not a member of Bluesky's board since May 2024.[20] After the acquisition of Twitter by Elon Musk, Twitter severed all legal and financial ties with Bluesky Social, leading to the rapid development of the Bluesky social app and the AT Protocol as a minimum viable product.[21][22] Bluesky launched as an invite-only beta in February 2023. In February 2024, the social app opened registration to the public, having reached around 3 million users by that time.[23][24] It became publicly federated later that month, allowing for third-party services on the AT Protocol to operate with Bluesky data.[25][26]

History

[edit]
Graph showing an increase in the amount of registered users on Bluesky.
The total number of users on Bluesky increased from approximately 200,000 in July 2023 to over 5.9 million by July 2024, with a marked increase in early 2024.

Research initiative

[edit]

Twitter's then-CEO Jack Dorsey first announced the Bluesky initiative in 2019 on Twitter to explore the possibility of decentralizing Twitter.[27][28]. The original goal was to find or develop an open and decentralized standard for social media that would give users more control over their data and experience.[8]

Twitter collected a working group of experts in decentralized technology in a Matrix group chat to achieve a consensus on the best path towards decentralization.[29] However, this group did not have a consensus toward these goals. As a result, Twitter decided to field individual proposals from these experts.[30]

In early 2021, Bluesky was in a research phase, with 50 people from the decentralized technology community active in assessing options and assembling proposals for the protocol.[8] This ultimately led to the hiring of Jay Graber in August 2021 to lead the Bluesky project and the development of the "Authenticated Data Experiment" (ADX), a custom-built protocol made for the purpose of decentralization.[31][32][33] Twitter provided $13 million in initial funding to Bluesky to begin development on the project.[34]

Incorporation and independence from Twitter

[edit]

In October 2021, Graber incorporated the Bluesky project as an independent company called "Bluesky Social", citing Twitter's "very entrenched existing incentives" as a reason to operate independently.[21] Bluesky Social became a public benefit LLC in February 2022, with the mission to "develop and drive large-scale adoption of technologies for open and decentralized public conversation".[35] The company's first three employees were hired in March 2022.[36]

After Elon Musk's acquisition of Twitter, Twitter severed all legal and financial ties with Bluesky Social. Musk's takeover did not immediately affect Bluesky Social's operations as a separate entity, but affected its prospects for further funding. This led to Bluesky Social's rapid development of the AT Protocol, alongside a reference implementation in the form of a social media app, as a minimum viable product.[21] The company began a wait list for this app in October 2022.[37]

Invite-only open beta

[edit]

Bluesky launched as an invite-only iOS beta in February 2023.[38] In April 2023, it was released for Android.[39][40] After the launch of the Android app, the social network reached about 50,000 users in April 2023.[41] The app was made open source under the MIT license in May 2023, with the server software being dual-licensed with the Apache license.[42]

The social app garnered media attention despite its invite-only nature due to its close association with Twitter and Jack Dorsey. The platform became home to a significant population of Black, artist, left-wing, transgender, sex worker, and furry communities early in its history, which is often credited for its left-leaning culture.[43][44][45]

On July 5, 2023, Bluesky Social announced it had raised $8 million in a seed funding round. led by Neo.[46] Bluesky Social pledged to use the funds to grow its team, manage operations, pay for infrastructure costs, and further develop the AT Protocol.[46] The company also announced its conversion to a public benefit C corporation.[46]

On July 2023, Bluesky experienced a controversy after users discovered the social app did not prevent users from using racial slurs within their handles, as well as the removal of discriminatory slurs from its list of flagged words.[47] This led to a "posting strike" from users.[48] The controversy led to a public apology from Bluesky Social, an update to the platform's terms of service specifying a prohibition of conduct that "targets people based on their race, gender, religion, ethnicity, nationality, disability, or sexual orientation", and the establishment of a trust and safety team within the company.[49]

In December 2023, Bluesky Social announced a company logo to replace the previous use of a cloudy sky stock image, which was also used as the icon for the official app and website. This icon was a blue butterfly, inspired by existing users' usage of the butterfly emoji to indicate their handles on the service.[50]

Bluesky saw rapid growth during its closed beta period, reaching 1 million registered users by September 2023 and surpassing 2 million users in November of that same year.[51][52] By the time of its public launch in February 2024, the social app had reached 3 million users.[24]

Public launch

[edit]

Bluesky opened registrations to the general public on February 6 2024, a year after its release as a invite-required beta.[24] It became publicly federated within the AT Protocol soon afterwards, allowing users to build apps within the protocol and host their own data independently from Bluesky Social.[53][54]

Bluesky has experienced several bursts of growth following its public launch, mainly in relation to controversies and changes at Twitter. Bluesky saw a large influx of registrations by Japanese-speaking users, partly driven by notable Japanese social media personalities such as artist Ui Shigure registering accounts in the platform.[55]

On May 4, 2024, Jack Dorsey, who had initiated Bluesky Social and been its main funder, posted on Twitter that he was no longer on Bluesky Social's board, and Bluesky Social confirmed his departure. Dorsey had previously deleted his account from the platform and vouched his support for both Twitter and Nostr, another decentralized protocol.[56][57]

In August 2024, following the blocking of Twitter in Brazil, Bluesky gained over 4 million users in under two weeks, becoming the most popular app in the Brazilian App Store and Play Store.[58][59] Shortly afterwards, on September 16, Bluesky announced it had reached 10 million users.[60]

In October 2024, following changes to Twitter's block feature and Terms of Service to analyze users' content for AI training purposes by default, over 1.2 million users joined Bluesky within 2 days.[61][62] On October 24, Bluesky Social announced it had reached 13 million users. It also announced a $15 million Series A financing round led by Blockchain Capital.[63][64] The company pledged to not integrate cryptocurrency into the social app or the AT Protocol, so as to not "hyperfinancialize" the social experience.[65]

In November 2024, following Donald Trump's victory in the 2024 United States presidential election and Elon Musk's nomination as a co-executive of the proposed Department of Government Efficiency, a wave of users from the United States, United Kingdom (which Bluesky had previously received a small wave of growth from during the 2024 UK riots after Musk's comments in support of the rioters[66]), and Canada joined Bluesky.[67] The social app added over 4 million registered users in that week, becoming the most popular app in the US App Store and Play Store.[68][69][70]

Features

[edit]

Bluesky is largely analogous to Twitter in its structure. Users can send 300-character text messages, images, and video in short posts. Users can reply, repost, quote post and like these posts. Frequent users have called posts on the platform "skeets", which is a blend of "sky" and "tweets", despite CEO Jay Graber pleading with users not to call them that.[11][44][45][71][72][73]

Bluesky offers a domain name-based handle system via the AT Protocol, allowing users to self-verify an account's legitimacy and identity by proving ownership of a domain name through a DNS text record or HTTPS page.[74]

Bluesky promotes a "marketplace of algorithms" through its Custom Feeds feature, where users can choose or create algorithmic feeds. Bluesky CTO Paul Frazee stated that "In future updates [Bluesky] will make it easy for users to create custom feeds in-app."[75] Third-party tools to publish Custom Feeds on Bluesky have been created by independent developers, including a popular client named Skyfeed.[76]

Bluesky offers user-managed moderation and labelling service based on the AT Protocol. These services allow for custom user-run composable moderation tools. Bluesky open-sourced its in-house moderation software called "Ozone" in March 2024 for these services.[77]

Bluesky offers user-made "starter packs" which allow users to quickly follow a large number of related accounts.[14][78][79]

Bluesky introduced "anti-toxicity" features in August 2024, allowing users to "detach" quote posts from their original post and hiding of replies to a user's post.

Technology

[edit]

Bluesky unveiled open source code in May 2022 for an early version of its distributed social network protocol, Authenticated Data Experiment (ADX),[80] since renamed the Authenticated Transfer (AT) Protocol.[8][81][82][83][84][85] The team opened its early code and placed it under an MIT License so that the development process would be seen in public.[80]

The AT Protocol's initial federation architecture centers around three main services: a Personal Data Server (PDS), Relay (previously referred to as a Big Graph Service, or BGS), and an AppView.[86] A PDS is a server which hosts user data[86] in "Data Repositories", which utilize a Merkle tree.[87] The PDS also handles user authentication and manages the signing keys for its hosted repositories. A Relay is described as analogous to an indexer on the web, ingesting repositories from a variety of different PDS hosts and serving them in a single unified stream for other services to ingest. AppViews, meanwhile, are services which consume data from a Relay and hydrate that data to provide behavior for specific clients, e.g. the microblogging feature set for the Bluesky app.[86]

Reception

[edit]

Reviewing the app in February 2023, TechCrunch called it "a functional, if still rather bare-bones, Twitter-like experience."[88]

See also

[edit]

References and notes

[edit]
  1. ^ "GitHub – bluesky-social/social-app – locales". GitHub. Archived from the original on October 28, 2024. Retrieved October 28, 2024.
  2. ^ "Frequently Asked Questions". Bluesky. Archived from the original on July 14, 2023. Retrieved July 23, 2023.
  3. ^ a b Cite error: The named reference PBC Filing was invoked but never defined (see the help page).
  4. ^ Silberling, Amanda (February 6, 2024). "Bluesky is now open for anyone to join". TechCrunch. Archived from the original on February 8, 2024. Retrieved February 8, 2024.
  5. ^ jazco.dev. "Stats for BlueSky by Jaz (jaz.bsky.social)". Archived from the original on October 25, 2023. Retrieved November 15, 2024.
  6. ^ Bell, Karissa (February 8, 2024). "Bluesky has added almost a million users one day after opening to the public". Engadget. Archived from the original on September 7, 2024. Retrieved February 8, 2024.
  7. ^ Davis, Eric. "bskycharts.edavis.dev". bskycharts. Archived from the original on September 7, 2024. Retrieved November 16, 2024.
  8. ^ a b c d Matney, Lucas (January 15, 2021). "Twitter's decentralized future". TechCrunch. Archived from the original on September 6, 2021. Retrieved September 6, 2021.
  9. ^ "The AT Protocol". Bluesky Blog. October 18, 2022. Retrieved September 8, 2024.
  10. ^ Graber, Jay (March 2, 2023). "Bluesky Private Beta Update". Bluesky Blog. Retrieved September 8, 2024.
  11. ^ a b Lopatto, Elizabeth (April 27, 2023). "They're 'skeets' now". The Verge. Archived from the original on April 28, 2023. Retrieved April 28, 2023.
  12. ^ Murray, Conor. "What To Know About Bluesky—The Buzzy Social Media App Siphoning Users From Elon Musk's X". Forbes. Retrieved November 15, 2024.
  13. ^ "Company". Bluesky. Retrieved November 13, 2024.
  14. ^ a b c "Algorithmic choice". Bluesky. Retrieved November 13, 2024.
  15. ^ Cross, Katherine Alejandra. "BlueSky Ain't It". Wired. ISSN 1059-1028. Retrieved November 14, 2024.
  16. ^ "Introducing Bluesky Starter Packs". Bluesky. Retrieved November 14, 2024.
  17. ^ Liu, Emily (April 28, 2023). "How to set your domain as your handle". Bluesky Blog. Archived from the original on September 3, 2024. Retrieved September 2, 2024.
  18. ^ Palmer, Annie (December 11, 2019). "Twitter CEO Jack Dorsey has an idealistic vision for the future of social media and is funding a small team to chase it". CNBC. Retrieved November 13, 2024.
  19. ^ Campbell, Ian Carlos (August 16, 2021). "Twitter's decentralized social network project finally has a leader". The Verge. Retrieved November 13, 2024.
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  27. ^ Masnick, Mike (December 11, 2019). "Twitter Makes A Bet On Protocols Over Platforms". Techdirt. Archived from the original on May 2, 2023. Retrieved May 2, 2023.
  28. ^ Palmer, Annie (December 11, 2019). "Twitter CEO Jack Dorsey has an idealistic vision for the future of social media and is funding a small team to chase it". CNBC. Retrieved November 13, 2024.
  29. ^ Kasanmascheff, Markus (November 16, 2024). "The Rise of Bluesky: From Twitter Sideproject to Refuge for Fleeing X Users". WinBuzzer. Retrieved November 17, 2024.
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  31. ^ Dang, Sheila (August 16, 2021). "Twitter-backed Bluesky picks tech entrepreneur to lead web research group". Reuters. Archived from the original on December 21, 2022. Retrieved January 23, 2023.
  32. ^ Wagner, Kurt (August 16, 2021). "Twitter Finds Leader for 'Decentralized' Social Media Project Bluesky". Bloomberg. Archived from the original on November 22, 2022. Retrieved January 23, 2023.
  33. ^ Campbell, Ian Carlos (August 16, 2021). "Twitter's decentralized social network project finally has a leader". The Verge. Retrieved November 13, 2024.
  34. ^ Castillo, Michael del. "Jack Dorsey-Backed Decentralized Twitter Rival Prepares To Launch With One Million Users". Forbes. Retrieved November 17, 2024.
  35. ^ "Announcing Bluesky PBLLC". Bluesky. Retrieved November 13, 2024.
  36. ^ Dang, Sheila (March 31, 2022). "Social media interoperability project Bluesky names first employees". Reuters. Archived from the original on April 21, 2022. Retrieved April 21, 2022.
  37. ^ Robertson, Adi (October 29, 2022). "Will Elon Musk keep funding Twitter's most interesting side project?". The Verge. Retrieved November 17, 2024.
  38. ^ Hutchinson, Andrew (February 28, 2023). "Decentralized Twitter Alternative 'Bluesky' Launches in Private Beta". Social Media Today. Retrieved November 13, 2024.
  39. ^ Li, Abner (April 20, 2023). "Decentralized Twitter competitor 'Bluesky' now has an Android app". 9to5Google. Archived from the original on April 20, 2023. Retrieved April 20, 2023.
  40. ^ Peters, Jay (April 19, 2023). "Bluesky, a decentralized Twitter alternative, is now on Android". MSN. The Verge. Archived from the original on April 20, 2023. Retrieved April 20, 2023.
  41. ^ Murphy, Hannah (May 2, 2023). "Jack Dorsey's Bluesky emerges as latest challenger to Elon Musk's Twitter". Financial Times. Archived from the original on May 2, 2023. Retrieved May 2, 2023.
  42. ^ Vaughan-Nichols, Steven (May 16, 2023). "Bluesky Social just took a big open-source step forward". ZDNET. Archived from the original on July 21, 2023. Retrieved July 21, 2023.
  43. ^ Sung, Morgan (May 2, 2023). "For Bluesky to thrive, it needs sex workers and Black Twitter". Archived from the original on September 7, 2024. Retrieved January 21, 2024.
  44. ^ a b Silberling, Amanda (April 27, 2023). "Bluesky's best shot at success is to embrace shitposting". TechCrunch. Archived from the original on April 27, 2023. Retrieved April 28, 2023.
  45. ^ a b Jeong, Sarah (May 2, 2023). "What's it like on Bluesky right now, anyways?". The Verge. Archived from the original on January 17, 2024. Retrieved January 21, 2024.
  46. ^ a b c Perez, Sarah (July 5, 2023). "Bluesky announces its $8M seed round and first paid service, custom domains". TechCrunch. Archived from the original on July 8, 2023. Retrieved July 8, 2023.
  47. ^ "Bluesky allowed people to include the n-word in their usernames". Engadget. July 15, 2023. Retrieved November 17, 2024.
  48. ^ Sung, Morgan (July 18, 2023). "Bluesky is under fire for allowing usernames with racial slurs". TechCrunch. Retrieved November 17, 2024.
  49. ^ Sung, Morgan (July 27, 2023). "Bluesky sends some users personalized apologies after racism controversy". TechCrunch. Retrieved November 17, 2024.
  50. ^ Graber, Jay (December 21, 2023). "A New Look for Bluesky: The Social Butterfly". Bluesky Blog. Archived from the original on March 28, 2024. Retrieved January 6, 2024.
  51. ^ Hatmaker, Taylor (September 13, 2023). "Bluesky officially hits 1 million users". TechCrunch. Archived from the original on January 31, 2024. Retrieved September 13, 2023.
  52. ^ "Bluesky's Surge To 2 Million Users: A New Era In Decentralized Social Networking". DailyCompanyNews. November 18, 2023. Archived from the original on March 22, 2024. Retrieved November 30, 2023.
  53. ^ "Bluesky: An Open Social Web". Bluesky. Retrieved November 14, 2024.
  54. ^ Perez, Sarah (February 22, 2024). "Bluesky opens up federation, letting anyone run their own server". TechCrunch. Retrieved November 14, 2024.
  55. ^ Ranta, Petri (February 22, 2024). "X:n haastajaan iski käyttäjien vyöry yhdestä maasta – kuinka valvoa kieltä, jota ei puhu?" [An influx of users struck the challenger of X – how to moderate a language you don't speak?]. Mikrobitti (in Finnish).
  56. ^ Getahun, Hannah (May 5, 2024). "Former Twitter CEO Jack Dorsey is spilling tea all over the platform FKA Twitter and here's a possible reason". Business Insider. Insider Inc. Archived from the original on May 15, 2024. Retrieved May 6, 2024.
  57. ^ Davis, Wes (May 5, 2024). "Bluesky confirms Jack Dorsey is no longer on its board". The Verge. Retrieved November 14, 2024.
  58. ^ Binder, Matt (September 7, 2024). "Brazilian users flock to Bluesky after Elon Musk's X banned". Mashable. Retrieved September 8, 2024.
  59. ^ Ha, Anthony (August 31, 2024). "Bluesky tops app charts and sees 'all-time-highs' after Brazil bans X". TechCrunch. Archived from the original on September 1, 2024. Retrieved September 1, 2024.
  60. ^ Mehta, Ivan (September 17, 2024). "Bluesky now has more than 10M users". TechCrunch. Retrieved September 23, 2024.
  61. ^ Cooper, Gael (November 14, 2024). "Bluesky Soars to Top 5 Spot in US App Store After Rival X Changes How Blocks Work". CNET. Retrieved October 19, 2024.
  62. ^ Perez, Sarah (October 18, 2024). "Bluesky surges into the top 5 as X changes blocks, permits AI training on its data". TechCrunch. Retrieved October 19, 2024.
  63. ^ "Bluesky Announces Series A to Grow Network of 13M+ Users". Bluesky. Retrieved November 17, 2024.
  64. ^ Silberling, Amanda (October 24, 2024). "Bluesky raises $15M Series A, plans to launch subscriptions". TechCrunch. Retrieved November 17, 2024.
  65. ^ "Bluesky Announces Series A to Grow Network of 13M+ Users". Bluesky. Retrieved November 17, 2024.
  66. ^ "Bluesky: Social media site reports surge in new UK users after Elon Musk's riot comments". Sky News. Retrieved November 17, 2024.
  67. ^ Field, Matthew (November 13, 2024). "What is Bluesky Social and why are people flocking to it after Trump victory?". The Telegraph. ISSN 0307-1235. Retrieved November 14, 2024.
  68. ^ "Bluesky tops App Store list amid mass exodus from Elon Musk's X". The Independent. November 14, 2024. Retrieved November 17, 2024.
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  70. ^ "The X exodus - could Bluesky spike spark end of Elon Musk's social media platform?". Sky News.
  71. ^ Ho, Soleil (May 9, 2023). "Bluesky is the latest Twitter wannabe. Can it avoid the Nazi problem?". San Francisco Chronicle. Archived from the original on January 24, 2024. Retrieved January 21, 2024.
  72. ^ Uhl, Jordan [@JordanUhl] (May 1, 2023). ""There's a new social media app called Bluesky and on it @brianschatz just skeeted..." -@jaketapper" (Tweet). Retrieved May 2, 2023 – via Twitter.
  73. ^ Frenkel, Sheera (April 28, 2023). "What Is Bluesky and Why Are People Clamoring to Join It?". The New York Times. ISSN 0362-4331. Archived from the original on April 28, 2023. Retrieved April 28, 2023.
  74. ^ Liu, Emily (April 28, 2023). "How to set your domain as your handle". Bluesky Blog. Archived from the original on September 3, 2024. Retrieved September 2, 2024.
  75. ^ Bell, Karissa (May 26, 2023). "Bluesky now lets you choose your own algorithm". Engadget. Archived from the original on January 6, 2024. Retrieved January 6, 2024.
  76. ^ "Featured Community Project: SkyFeed". AT Protocol. August 8, 2023. Archived from the original on January 6, 2024. Retrieved January 6, 2024.
  77. ^ "Bluesky's Stackable Approach to Moderation". Bluesky. Retrieved November 17, 2024.
  78. ^ Cross, Katherine Alejandra. "BlueSky Ain't It". Wired. ISSN 1059-1028. Retrieved November 14, 2024.
  79. ^ "Introducing Bluesky Starter Packs". Bluesky. Retrieved November 14, 2024.
  80. ^ a b Robertson, Adi (May 4, 2022). "Twitter's decentralized, open-source offshoot just released its first code". The Verge. Archived from the original on December 17, 2022. Retrieved January 22, 2023.
  81. ^ Silberling, Amanda (April 27, 2023). "Bluesky's best shot at success is to embrace shitposting". TechCrunch. Archived from the original on April 27, 2023. Retrieved April 28, 2023.
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  83. ^ Sung, Morgan (May 2, 2023). "For Bluesky to thrive, it needs sex workers and Black Twitter". Archived from the original on September 7, 2024. Retrieved January 21, 2024.
  84. ^ Ho, Soleil (May 9, 2023). "Bluesky is the latest Twitter wannabe. Can it avoid the Nazi problem?". San Francisco Chronicle. Archived from the original on January 24, 2024. Retrieved January 21, 2024.
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  1. ^ Registration has been publicly available since February 6, 2024. Was previously invitation-only.[4]
  2. ^ Commonly abbreviated as Bsky
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