Bluesky Explained: Is The Decentralised Platform Drawing Users Away From X

More than two years have passed since Elon Musk took over Twitter (now X). This prompted a number of users to explore rival platforms. While options like Mastodon and Pebble came and went, and Meta’s Threads continues its expansion, Bluesky has quietly emerged as a serious contender, according to a report in TechCrunch.

Bluesky is a decentralised social networking platform that was founded by former Twitter (now X) CEO Jack Dorsey in 2019. The aim was to build an open protocol for social media — one that gave users more control, transparency and independence from corporate algorithms. The platform now runs as a public benefit corporation under CEO Jay Graber, with Dorsey having stepped down from the board in 2024.

Bluesky is built on the AT Protocol, an open-source framework that allows developers outside the company to see and contribute to its development. It has developed its own user base with unique features tailored to a decentralised social media experience.

While Bluesky shares a similar layout and user experience with X — featuring timelines, posts, likes and replies — it’s different under the hood. Its decentralised nature gives users the ability to customise their feeds and moderation settings. The design allows communities to operate under their own rules while still interacting with the larger network.

Another key distinction is the openness of its protocol. Developers and users can view how the system works, making it a more transparent option compared to corporate-owned platforms.

Once you sign up, you will create a handle in the format @yourname.bsky.social. You can even use your own domain as your username for extra personalisation — for example, @jane.doe.com. After that, you’re greeted with a familiar interface, which includes a home timeline, options to like, repost and reply to posts, and profile pages with follower counts, bios and display pictures.

Posts on Bluesky are currently limited to 256 characters, and users can include photos. In early 2025, Bluesky also added a video tab on profiles and introduced a vertical video feed in the Discover section to compete with TikTok-like content.

For newcomers, there’s a handy “Starter Pack” feature, which is a curated selection of users and feeds to follow that helps you get started with engaging content right away.

Several shifts at X have pushed users toward alternatives like Bluesky. From Musk’s controversial changes to the block feature to concerns over user data being used to train AI models, many found themselves searching for platforms that prioritise user choice and control.

Bluesky saw a major boost after the 2024 US presidential elections, when even fans of public figures like Taylor Swift began migrating.

By February 2025, Bluesky had crossed the 30 million user mark — impressive, though still far behind Threads’ 275 million monthly active users. Growth has slowed slightly, but the steady influx shows promise for the platform’s future.