Is the Grass Really Greener on the Other Side? The Rise of Bluesky as a New Social Media Alternative
September 23, 2025
Since Elon Musk's acquisition of Twitter (now X) over two years ago, many users have been exploring alternative social media platforms. While platforms like Mastodon, Post, Pebble, and Spill have experimented as potential replacements—though with limited staying power—Bluesky has emerged as a significant player, achieving rapid growth largely driven by policy shifts and user demand for decentralized social networking.
Bluesky’s Rapid Growth and Current Status
As of February 2025, Bluesky boasts over 30 million users, thanks in part to controversial policy changes at X, including modifications to the block feature and allowing third-party AI training on user posts. These adjustments propelled Bluesky to the top of the U.S. App Store. The platform saw a surge in users following the 2024 U.S. presidential election and notable departures from X. However, growth has slowed compared to giant platforms like Meta’s Threads, which have around 275 million monthly active users.
What Is Bluesky?
Bluesky is a decentralized social media app conceived by former Twitter CEO Jack Dorsey. It features a user interface similar to X, with community-specific moderation and algorithmic content curation, built on an open-source framework called the AT Protocol. Its goal is to foster transparency and user ownership in social networking.
Initially announced in 2019, Bluesky was meant to create a decentralized standard for social media, with Twitter initially investing in its development. Post-Elon Musk's takeover, Bluesky has become a fully independent entity now led by CEO Jay Graber, operating as a public benefit corporation.
How to Use Bluesky
Getting started is straightforward. Users sign up with a handle in the format @username.bsky.social, which can be linked to a custom domain. Posts are limited to 256 characters, with options for photos, replies, retweets, and likes. The platform uses an algorithmically personalized “Discover” feed replacing the older “Hot” posts feature. New users receive a “Starter Pack” — a curated list of accounts and feeds to help find interesting content immediately.
Profile features resemble traditional social networks with profile pictures, bios, follower counts, and recent activity, including new video tabs introduced in early 2025. The platform also offers a bottom navigation tab for “Discover” to suggest users to follow and recent updates, alongside a vertical video feed competing with TikTok.
Notable Users and Content
Bluesky’s user base includes prominent figures like Rep. Alexandria Ocasio-Cortez, Mark Cuban, and Guillermo del Toro, as well as news outlets like Bloomberg, The Washington Post, and TechCrunch. Political figures such as Barack Obama and Hillary Clinton joined in 2025, with notable accounts receiving verified “blue check” badges—similar to conventional verification processes but not purchasable.
Comparing Bluesky to X
While Bluesky bears similarities to Twitter/X—such as posting, replying, and basic moderation—it also offers unique features. These include decentralized operation, customizable feeds, and a focus on user privacy. Bluesky’s DMs are limited to one-to-one messages, and it has plans to implement features like Community Notes, trend tracking, and a photo-sharing app called Flashes.
Elon Musk's recent changes at X, including less traditional blocking mechanisms and the use of public posts to train AI, have prompted users to migrate to Bluesky, which prohibits content use for training AI without user consent.
Cost and Monetization
Bluesky is free and open to the public. To sustain itself without relying on ad revenue, Bluesky has explored monetization through offering paid services like custom domains and a future subscription model called Bluesky+. — which may feature higher-quality video uploads and profile customizations.
In 2024, Bluesky raised a $15 million Series A funding round and launched the Skyseed grant program to foster third-party app development on its open-source AT Protocol.
Decentralization and the AT Protocol
Bluesky's core innovation is its decentralized AT Protocol, allowing anyone to develop their own social app within the ecosystem. This approach aims to empower users by giving them control over their data and community interactions, unlike centralized platforms such as Instagram, X, or Reddit. Developers are building various apps on the AT Protocol, including photo viewers, TikTok-like apps, and music streaming platforms.
Security, Customization, and Moderation
Bluesky has strengthened security measures with email verification and improved account authentication. Users can customize feeds with algorithms tailored to their interests and participate in community moderation via tools like “Ozone,” which allows users to create independent moderation services.
In terms of content management, Bluesky enforces policies against misinformation, impersonation, and offensive content, including flagged misleading links and stricter handle-squatting policies introduced in late 2024. Its moderation efforts have increased significantly alongside user growth, employing automated tools and expanding its moderation team.
Challenges and Criticisms
Despite its innovative approach, Bluesky has faced moderation controversies. Critics allege insufficient protection for marginalized groups and challenges in deleting racist or offensive content. The platform's left-leaning perception and handling of sensitive topics, such as account bans and controversial figures, have sparked debates about its community standards and moderation transparency.
How Does Bluesky Differ From Mastodon?
While both platforms employ federation and decentralized principles, Bluesky offers a more user-friendly and intuitive experience. Mastodon’s fragmented instance system can be intimidating for new users, whereas Bluesky provides a streamlined onboarding process with fewer barriers to entry. Its federation model allows users to join multiple communities and transfer their data seamlessly across apps built on the AT Protocol.
Ownership and Future Outlook
Although Jack Dorsey helped fund Bluesky, he is no longer involved in daily operations or on the board. The platform is headed by CEO Jay Graber, with a focus on promoting open-source development and user empowerment in social networking.
In conclusion, Bluesky represents a promising shift towards decentralized social media, prioritizing transparency, privacy, and user control. As it continues to evolve, its success will depend on expanding its user base, improving moderation, and fostering diverse third-party applications.
For ongoing updates, follow TechCrunch’s coverage and join the conversation on Bluesky.