Two years after Elon Musk's acquisition of Twitter, now rebranded as X, users have been flocking to alternative social media platforms. Among them, Bluesky has emerged as a top contender, surpassing 24 million users as of December 2024. The decentralized social app, conceptualized by former Twitter CEO Jack Dorsey, has been gaining traction due to its unique features and policy differences with X.

Bluesky's growth can be attributed to several factors, including a heavily criticized change to X's block feature and the platform's decision to allow third-party companies to train their AI on users' posts. The app also saw a significant boost following the 2024 U.S. presidential election, which led to an exodus of users from X, including Taylor Swift fans. While Bluesky still lags behind Meta's Threads, which boasts 275 million monthly active users, its rapid growth is a promising sign for the platform.

So, what is Bluesky? The social network has a Twitter-like user interface with algorithmic choice, a federated design, and community-specific moderation. It operates on an open-source framework, the AT Protocol, which provides transparency into its development and allows for decentralized growth. Initially, Twitter was set to adopt this standard, but after Elon Musk's acquisition, Bluesky became an independent public benefit corporation led by CEO Jay Graber.

Using Bluesky is similar to using X, with features like posting, replying, liking, and reporting. The app also offers a "Discover" feed, which provides personalized content suggestions, and a "Starter Pack" feature, which curates a list of people and custom feeds for new users. Additionally, users can create their own custom algorithms, known as "custom feeds," to tailor their experience.

Bluesky has attracted a range of notable figures, including Rep. Alexandria Ocasio-Cortez, Mark Cuban, and Weird Al Yankovic. The platform has also become a hub for news organizations, such as Bloomberg and The Washington Post, and even allows heads of state to sign up and join the platform.

One of the key differences between Bluesky and X is its decentralized protocol, which sets it apart from X's more traditional approach. Bluesky has also stated its intention to avoid using user content to train generative AI tools, a move that has resonated with users concerned about data privacy. The platform's block feature is also more traditional, allowing users to block others from viewing their posts and profiles.

In terms of monetization, Bluesky aims to find alternative means of sustaining its network outside of advertising. The platform has introduced a paid service that provides custom domains for end users and is developing a subscription service for premium features like higher-quality video uploads and profile customizations. Unlike X's "pay to win" premium offerings, Bluesky's subscription model will prioritize user experience over revenue generation.

Bluesky's commitment to decentralization and user freedom is a key aspect of its appeal. The platform's AT Protocol allows for endless individually operated communities to exist within the open-source network, giving users the freedom to choose and exit as they please. This approach has resonated with users seeking more control over their social media experience.

While Bluesky has faced moderation issues in the past, the platform has taken steps to address these concerns. It has introduced features like email verification, custom algorithms, and a "possibly misleading" warning system to flag suspicious links. The platform's Safety team has also updated its impersonation policy and is exploring alternatives to its current domain handle verification process.

In conclusion, Bluesky's rapid growth and unique features make it a promising alternative to Twitter's X. As the platform continues to evolve and address user concerns, it is likely to remain a top contender in the social media landscape.