Bluesky, the decentralized social media platform emerging as a competitor to X (formerly Twitter), is preparing a paid subscription model designed to address its growing operational costs.
This comes at a time of mounting criticism from users over the platform’s new default reply sorting algorithm and regulatory scrutiny in the European Union.
The subscription service tagged Blusky+, for which mockups appeared on GitHub, will offer optional features such as high-quality video uploads, advanced profile customization, and access to analytics. The company however pointed out that the details shared in the images might not be the final details.
“The list of features here is a UI mockup and will likely not match the actual list of features,” a comment on GitHub reads.
COO Rose Wang assured users earlier in October that the platform remains committed to equity, stating, “Paid subscribers won’t get special treatment elsewhere in the app, like upranking premium accounts or blue checks next to their names.”
Wang also emphasized that Bluesky will continue to be free to use.
To grow sustainably, we’re working on a subscription model for premium features like higher-quality video uploads and profile customizations (think colors and avatar frames), but Bluesky will always be free to use. We believe information and conversation should stay accessible to everyone.
— Rose 🌹 (@rose.bsky.team) October 24, 2024 at 6:44 PM
With its active user base surging from 9 million in September to nearly 25 million today, Bluesky faces growing financial pressures. The subscription rollout will be a critical moment in the platform’s effort to sustain its operations while preserving its decentralized ethos.
Bluesky’s decision to introduce subscriptions reflects its broader strategy to avoid traditional advertising and blockchain-based financial tools, such as NFTs or tokens. However, monetization through subscriptions alone has proven difficult for other platforms.
Related: The Rise of Bluesky: From Twitter Sideproject to Refuge for Fleeing X Users
X Premium, for example, has been adopted by fewer than 1% of X users, while Snapchat+ has achieved only a 1.4% adoption rate. Bluesky’s success with its subscription model will depend on its ability to differentiate its offering and address user concerns about fairness and accessibility.
Controversy Over “Hotness” Sorting Algorithm
In late November, Bluesky introduced a feature called “hotness” sorting, prioritizing replies with recent likes as the default setting. The update, part of version 1.95, has drawn sharp criticism from users who argue it contradicts the platform’s founding principles of decentralization and user autonomy.
Although users can switch to alternative sorting options—such as “oldest first,” “newest first,” and a randomized mode called “Poster’s Roulette”—the default choice has been perceived as a departure from Bluesky’s mission to empower users with algorithmic transparency.
The company defended the change, explaining via its official account: “‘Hotness’ weights liked replies that are more recent more heavily,” but the backlash underscores a deeper tension between growth-oriented features and the decentralized ideals that attracted users to the platform.
Related: Telegram Adopts Child Protection Tools Amid Global Pressure and CEO Arrest
As Bluesky navigates internal challenges, it also faces regulatory pressures from the European Union. The EU’s Digital Services Act (DSA) requires platforms to maintain transparency, provide user statistics, and designate a legal representative within the EU. Germany’s Federal Network Agency, acting as the region’s Digital Services Coordinator, has flagged Bluesky for non-compliance.
A spokesperson for the agency confirmed to German outlet heise online that Bluesky has not met key requirements but added, “No further steps are required at present.” Meanwhile, Bluesky has acknowledged the issue, stating that it is consulting legal teams to address compliance.
The Technical Foundation of Bluesky
Bluesky’s architecture is built on the Authenticated Transfer (AT) Protocol, a decentralized networking system that separates data storage from user interaction. This design enables users to control their data and customize their algorithms, offering a level of transparency and personalization uncommon in centralized platforms.
Central to this system are Personal Data Servers (PDSs), which allow users to store their data independently of Bluesky. While these technologies enhance privacy and user autonomy, they introduce challenges in content moderation and scalability, particularly as the platform experiences rapid growth.
As Bluesky grows, the tension between its decentralized values, operational demands, and financial sustainability will define its trajectory. Whether it can balance these competing priorities will determine its role in shaping the future of decentralized social media.
