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Bluesky

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"Bsky" redirects here. For the broadcasting company formerly known as BSkyB, see Sky UK.
For other uses, see Bluesky (disambiguation).

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
RegistrationPublicly available since February 6, 2024. Previously invitation-only.[4]
Users
  • Increase 17.4 million total registered users (as of November 16, 2024)[5][6]
  • Increase 9.8 million MAU (as of November 16, 2024)[7]
Current statusActive

Bluesky[a] 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.[14][15][16] 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.[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 since left Bluesky's board as of 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.[25][26]

Service 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.

Bluesky was described in 2021 as an initiative to develop what is now the AT Protocol, a decentralized social network protocol in which multiple social networks, each with its own systems of curation and moderation, interact with other social networks through an open standard. Each social network using the protocol would be called an "application".[8] As of 2024, Bluesky Social operates its own official network within the AT Protocol, Bluesky, a service running on open-source software for its servers and client apps, with the initial protocol implementation released under the MIT license.[27] Neither the protocol nor service uses blockchain technology.[28][29] Frequent users have called posts on the platform "skeets",[30][31] which is a blend of "sky" and "tweets",[32] but also a slang word for ejaculation,[33][34][35] despite CEO Jay Graber pleading with users not to call them that.[36]

The Authenticated Data Experiment (ADX), was Bluesky's first early protocol release. It used personal data repositories, intended to be controlled by individual users, that social networks would optionally support. The stated purpose was to let users post messages without necessarily affecting their visibility to other users, as primary storage of the data would remain in the personal data repository while networks would handle the distribution to other users.[37] The ATP FAQ[38] later described this distinction as a division between "speech" and "reach" layers.[39] Bluesky Social released a simplified version as the AT Protocol in October 2022, alongside technical documentation.[40]

Bluesky Social started a waitlist in October 2022.[28] In February 2023, the Bluesky app was released for iOS as an invitation-only beta, and the service was available only to users who had received an invitation code, either from the company or from an existing user.[41]

In April 2023, it was released for Android.[42][43] After the launch of the Android app, the social network reached about 50,000 users in April 2023.[44] The launch surfaced technical issues, including a bug that created incorrect notifications.[44] Bluesky Social was made open source under the MIT license in May 2023.[45] On May 26,[46] 2023, Bluesky launched a feature it called "Custom Feeds", with the goal of promoting algorithmic choice. Bluesky developer Paul Frazee stated that "In future updates [Bluesky] will make it easy for users to create custom feeds in-app."[47] Third-party tools to publish Custom Feeds on Bluesky have been created by independent developers, including a popular client named Skyfeed.[48]

In September 2023, Bluesky reached 1 million registered users,[49] and in November, it surpassed 2 million users.[50] In December 2023, Bluesky Social announced a new platform and company logo, 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. The launch of this new icon corresponded with the release of a public view for posts on the network, allowing those without accounts on the service to view its posts.[51]

Opening to general public

[edit]

The platform became open to all public registrations on 6 February 2024, when the previous invitation-only format was dropped.[24] It became publicly federated later that month.[52][53]

Bluesky saw an influx of registrations by Japanese-speaking users, partly due to notable Japanese social media personalities such as artist Ui Shigure registering accounts there. The platform for a while had over six times more Japanese-language posts than English-language ones.[54]

On August 30, 2024, Brazilian Supreme Court judge Alexandre de Moraes ordered the shutdown of Twitter within the country after the company missed his deadline to appoint a legal representative for Brazil's investigation into Elon Musk.[55] As a result of the deadline and subsequent shutdown, Bluesky saw a large increase in signups, gaining over 4 million users in under two weeks and becoming the most popular app in the Brazilian App Store and Play Store.[56][57] As a result, on September 16, Bluesky announced it had crossed the mark of 10 million users.[58] On September 11, 2024, Bluesky began gradually rolling out video functionality to users after teasing the feature for months. Uploaded videos have a time limit of 60 seconds, and users can upload a maximum of 10GB or 25 videos a day to the platform.[59]

On October 16, 2024, following a decision made by X to change how the block feature works, where blocked accounts can still see posts by users who blocked them if their profile is public, and a decision to update their Terms of Service so that users opt-in automatically to allow their data to be used for training generative AI projects, Bluesky announced that over 1.2 million users had joined within 2 days.[60][61][62]

In November 2024, following Donald Trump's victory in the 2024 United States presidential election and Elon Musk's subsequent nomination as a co-executive of the proposed Department of Government Efficiency, a wave of users joined the platform with estimates of over 3 million users within a week and crossing 17 million active accounts in the process.[63][64]

Bluesky Social

[edit]
Bluesky Social, PBC
Company typePublic benefit corporation
IndustrySocial media
FoundedOctober 4, 2021; 3 years ago (2021-10-04), in Wilmington, Delaware[3][65]
Key people
Products
Owner"Jay Graber and the Bluesky team"[2]
Websitebsky.social

Twitter's then-CEO Jack Dorsey first announced the Bluesky initiative in 2019 on Twitter.[67][68] The company's chief technology officer (and later CEO) Parag Agrawal was its manager,[28] inviting initial working group members in early 2020. The group expanded with representatives from existing decentralized networks Mastodon and ActivityPub. The group coordinated through a chat hosted over the Matrix protocol. Twitter commissioned Jay Graber of the Happening decentralized social network to compose a technical review of the decentralized social network landscape.[8] She was hired to lead Bluesky in August 2021.[69][70][71] The Bluesky project incorporated as a company independent from Twitter in October 2021 due to Twitter's "very entrenched existing incentives".[21][72] Bluesky became a public benefit corporation in February 2022 with the mission to "develop and drive large-scale adoption of technologies for open and decentralized public conversation".[73]

Twitter executives approved of the initiative's scope and goals, which include what the protocol itself should encompass and what should be left to applications (the social networks built atop the standard). Some of these goals include letting applications customize their system of moderation, making applications responsible for compliance and takedown requests, and preventing virality algorithms from reinforcing controversy and moral outrage. The working group did not have a consensus toward these goals, so Twitter decided to field individual proposals, which ranged from reinforcing existing standards to endorsing standard interoperability, letting usage data decide where to invest. In early 2021, Bluesky was in a research phase, with 40–50 people from the decentralized technology community active in assessing options and assembling proposals for the protocol.[8] Bluesky Social's first three employees were hired in March 2022.[74] Around the same time, Dorsey acknowledged Bluesky's slow progress.[75]

Twitter's blockchain division, newly announced in November 2021, planned to work with the Bluesky initiative.[76] The division head resigned after Elon Musk bought Twitter in late 2022. Staff departures made the team's future remit unclear.[77] Musk's takeover did not immediately affect Bluesky Social's operations, as a separate entity, but does affect its long-term funding.[75] Bluesky Social had received $13 million from Twitter via Musk's initial offer in April 2022. Adi Robertson for The Verge wrote that even with Bluesky Social's independence, Musk's ownership of Twitter would make Bluesky Social easy to defund, with its main executive proponents having left Twitter.[28]

On July 5, 2023, Bluesky Social announced it had raised $8 million in a seed funding round.[78] The seed round was led by Neo, a firm with partners like Code.org co-founder Ali Partovi and former Twitter PM Suzanne Xie, and included other investors such as Joe Beda (co-creator of Kubernetes), Bob Young of Red Hat, Amjad Masad of Replit, Amir Shevat, Heather Meeker, Jeromy Johnson, and Automattic.[78] Bluesky Social plans to use the funds to grow its team, manage operations, pay for infrastructure costs, and build out the AT Protocol technology that it runs on.[78]

Prior to the seed round, Bluesky Social's website described the company as a public benefit LLC owned by Graber and other Bluesky Social employees.[79] Post-seed round, the company describes itself as a public-benefit C corporation.[78] The company has not publicly disclosed its charter.[79] On May 4, 2024, Jack Dorsey, Bluesky Social funder and initiator, announced on X that he was no longer on Bluesky Social's board, and Bluesky Social confirmed his departure without disclosing the reasons.[80][81]

AT Protocol

[edit]
Main article: AT Protocol

Bluesky unveiled open source code in May 2022 for an early version of its distributed social network protocol, Authenticated Data Experiment (ADX),[37] since renamed the Authenticated Transfer (AT) Protocol.[28][8][82][83][84][85][86] The team opened its early code and placed it under an MIT License so that the development process would be seen in public.[37]

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.[87] A PDS is a server which hosts user data[87] in "Data Repositories", which utilize a Merkle tree.[88] 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.[87]

Reception

[edit]

Reviewing the app in February 2023, TechCrunch called it "a functional, if still rather bare-bones, Twitter-like experience."[89]

See also

[edit]

References and notes

[edit]
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  1. ^ Commonly abbreviated as Bsky
[edit]

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