Bluesky CEO Toni Schneider revealed the company has submitted an application to ICANN to create a new internet domain suffix, “.bsky,” which would function like the familiar “.com” or “.org.” The goal is to enable Bluesky users to simplify their social media handles by transforming longer usernames (such as @username.bsky.social) into concise domain names (username.bsky). This change aims to expand user profiles into comprehensive personal home pages, providing a stronger online identity beyond just social media listings.

ICANN plans to publish all new domain applications, including Bluesky’s, on October 7, 2026. The entire approval process is expected to take between 18 to 24 months, meaning users should not anticipate immediate availability of these new domains. Bluesky has not yet determined the exact procedures for requesting or distributing “.bsky” domains but confirmed there are no intentions to monetize or sell these domains commercially.

This decision is particularly important given domain registration is often a lucrative business that startups sometimes leverage as a revenue source. Bluesky, which has raised significant funding but does not currently generate advertising income, emphasizes that selling domains would conflict with its core values. The company is committed to supporting an open web where users have control over their digital identities rather than relying on platforms that can revoke access or ownership.

Bluesky’s move reflects its broader mission to give users ownership over their online presence and resist the centralized control typical of major social networks. By enabling users to own succinct “.bsky” domains, the platform seeks to foster a decentralized web environment that prioritizes personal data autonomy and identity portability, continuing the effort to expand beyond conventional social media into the open internet realm.