Bluesky started as an internal project at Twitter in 2019, led by Jay Graber, with the goal of creating an open and decentralized standard for social media. After Elon Musk acquired Twitter, Bluesky became a fully independent company in 2022 and launched its app to the public in early 2024 after a long invite-only beta period.
The platform runs on the AT Protocol (Authenticated Transfer Protocol), which is designed to let users own their data, move between providers, and choose their own algorithmic feeds. It’s a different approach from Mastodon’s ActivityPub — AT Protocol focuses on portability and composability rather than federation of independent servers.
Bluesky’s interface will feel instantly familiar to anyone who’s used Twitter. It’s got short-form posts, reposts, likes, and threaded conversations. But underneath that familiar surface, it introduces some genuinely novel concepts. Custom feeds let developers and users create algorithmic timelines anyone can subscribe to. Domain-based handles mean you can verify your identity by using your own website as your username.
Growth has been significant. Bluesky hit 20 million users by late 2024, with major spikes during controversial moments on X. The platform attracted a mix of journalists, tech workers, academics, and general users looking for a Twitter-like experience without the chaos. It’s particularly popular among communities that felt alienated by changes at X.
Bluesky raised $15 million in Series A funding in 2023 and has been cautious about monetization, stating it won’t rely on advertising as its primary business model. The company has explored paid features and subscription options instead. Moderation tools include composable labeling services, which let third parties provide content labels that users can choose to adopt.
