Bluesky, a fast-growing social networking startup and alternative to X (formerly Twitter), is reimagining how user account verification works on its platform.
Unlike traditional social media platforms that have adopted a pay-for-verification model, Bluesky is exploring a decentralized approach where multiple verification providers coexist, offering flexibility and catering to diverse community needs.
Current Verification System: Custom Domains
At present, Bluesky allows users to verify their accounts by adopting custom domain names. For instance, the handle @mkbhd.com on Bluesky is a verified account of a popular YouTuber also known as Marques Brownlee.
Regular accounts doesn’t have this level of customization. Instead, new and unverified accounts are seen and can be recognized as @username.bsky.social.
This method not only establishes authenticity but also helps address impersonation issues directly as they arise.
However, the company acknowledges that custom domains are only a part of the long-term solution for account verification.
A Decentralized Vision for Verification
Bluesky envisions a system where verification isn’t controlled by a single entity, like themselves alone.
CEO Jay Graber explained that while Bluesky could eventually offer its own verification service, it aims to allow other apps and services to create their own verification systems.
These providers could set their own standards and rules for verification. For instance, a gaming platform like Steam could verify esports players or active community members.
Similarly universities could verify their alumni since they do know and had worked with the student in the past.
It’s also possible that sports league like the NBA could also verify its athletes and affiliates, or a global brand like Nike could authenticate customers participating in exclusive membership programs.
This would allow various organizations to implement selective or comprehensive verification processes tailored to their specific needs.
Such a decentralized model challenges the centralized approach seen on platforms like X and Meta.
The Problem with Traditional Verification
Historically, verification on platforms like Twitter back then, created a class divide by prioritizing high-profile users while ignoring others.
Under Elon Musk’s leadership, X introduced a pay-to-verify model, but this led to chaos, as users abused the system to impersonate others.
Today, X continues to grapple with issues like bots using verified badges, diminishing the credibility of verification.
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Also, Meta’s verification system which caters primarily to creators and businesses, lacks the inclusivity Bluesky hopes to achieve.
Bluesky’s approach, on the other hand, empowers users and organizations to define their own standards, much like how the platform allows users to create custom feeds, moderation tools, and algorithms.
Challenges Ahead
While this decentralized verification model offers flexibility, it also raises concerns about user experience.
Graber noted the difficulty of presenting multiple verifications to end users in a way that isn’t confusing.
For instance, these verifications could appear as badges, but consistency across different Bluesky apps would need to be addressed.
Another challenge is timing. With its 20-person team, Bluesky has struggled to keep up with rapid growth, gaining 8.7 million users following policy changes on X, such as using user data to train AI and relaxing block functions.
The platform now boasts over 22.7 million users, outpacing Meta’s competing platform, Threads.
In addition to rethinking verification, Bluesky is exploring features that could link user profiles to their broader online presence, such as personal websites and other social accounts.
This concept would function similarly to tools like Linktree, enhancing connectivity within the platform.
Though Bluesky has not committed to specific timelines for new features, its focus on decentralization and user empowerment is a sign that it wants to move away from traditional social media giants practices and usher in a new era and method of profile or account verification.
