Bluesky, originally a project by former Twitter CEO Jack Dorsey, aims to provide a decentralized social networking alternative, distancing itself from the perceived biases of platforms like X and Meta's Threads.

Since its inception, Bluesky has attracted nearly 25 million users, primarily from those leaving Elon Musk's X, although this number still represents only a fraction of X's user base.

The platform's user base has more than doubled since October 2024, largely driven by individuals seeking alternatives to existing social media giants, particularly after the US presidential election and a temporary ban on X in Brazil.

Bluesky transitioned from an invitation-only model to a public platform in February 2024, allowing it to enhance moderation tools and introduce features like curated 'starter packs' for new users.

In response to its rapid growth, Bluesky has quadrupled its moderation team and implemented new systems for detecting impersonation, alongside improving its Community Guidelines to better manage content.

Despite these efforts, Bluesky faces significant moderation challenges, highlighted by a record 42,000 moderation reports received in a single day, reflecting the difficulties of managing a growing user base.

The platform is grappling with an influx of bots and spam accounts, including those promoting partisan division and misleading content, raising concerns about its ability to effectively manage these issues.

Moreover, the text-based format of Bluesky may limit its appeal to younger audiences, who increasingly favor visual platforms like TikTok and Instagram, as indicated by recent research.

Bluesky differentiates itself by promoting user control over social media experiences, aiming to minimize corporate influence and attract users disillusioned with larger platforms.

As users migrate to Bluesky, there has been a rise in scam activity, including romance scams and 'pig butchering' schemes, but the platform is actively working to shut down fraudulent accounts.

Experts suggest that Bluesky is at a critical juncture and must address real-world threats, including political polarization and moderation issues, to maintain its growth and relevance in the competitive social media landscape.

The platform has also seen a surge in Brazilian users following the suspension of X in Brazil, leading to increased copyright complaints, particularly from meme-sharing communities.