Bluesky wants to give you your own domain on the open web

Your Bluesky handle could become a portable domain name for your personal website.

Bluesky has applied to ICANN to create a new internet domain suffix, ".bsky". If approved, this would allow users to convert their existing Bluesky social handles into custom domain names, simplifying their online presence. For example, a user with the handle @sarahp.bsky.social could potentially have a domain named sarahp.bsky. The company envisions this as a way to enhance user profiles, transforming them into more comprehensive personal home pages that solidify online identity. Bluesky has stated there are no plans to monetize these domains, aligning with their commitment to an open web where users control their online presence. The application process with ICANN is expected to take 18 to 24 months to complete.

This move signals Bluesky's ambition to fundamentally redefine user identity on social platforms, positioning itself as a foundational layer for personal web presence rather than just another social network. By enabling custom domains, Bluesky could attract users seeking greater control and ownership over their digital footprint, potentially differentiating itself from competitors who rely on platform-specific handles.

The decision not to monetize .bsky domains, despite the potential revenue, underscores a commitment to decentralization and user empowerment, core tenets of the open web. This approach could foster a more loyal user base and attract creators and individuals wary of traditional platform lock-in, though the long approval timeline means immediate impact is limited.