Bluesky wants to give you your own domain on the open web
Bluesky has applied to ICANN for the '.bsky' internet domain suffix to allow users to own their personal online identity. The company intends to keep these domains free, positioning the move as a commitment to an open web rather than a monetization strategy.
Why it matters
This initiative challenges the traditional platform-centric model of social media by promoting decentralized user control over digital presence.
Bluesky CEO Toni Schneider teased long-term plans on Monday when he shared that the company has applied to make “.bsky” an internet domain suffix, like .com or .org. If approved, users will be able to turn their longer social handles into shorter, cleaner domain names.
For instance, instead of @sarahp.bsky.social , my handle could one day become just “sarahp.bsky.”
That could leave Bluesky room to innovate around user profiles, turning them from a simple page that houses someone’s bio and their posts into a more comprehensive personal home page that establishes someone’s online presence.
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