Bluesky pledges to maintain user experience without ads

In the aftermath of the U.S. election in November 2024, Bluesky, a social media platform which emerged as a competitor to Twitter, saw a significant surge in user engagement, bringing its total user count to 24 million. Jay Graber, the CEO of Bluesky, spoke at WIRED’s Big Interview event in San Francisco, emphasizing the importance of maintaining a positive user experience as the platform scales. As Bluesky continues to grow rapidly, there is increasing pressure to monetize the platform without resorting to traditional advertising. Graber has publicly committed to avoiding 'enshitification'—the practice by which platforms prioritize profit over user experience—by exploring alternatives like subscription models. This approach aims to generate revenue while preserving what makes the platform unique. While Graber initially planned to roll out premium subscription features soon, the unforeseen rapid increase in users has caused delays in their implementation. Despite these challenges, the company appears to be adapting, having strengthened its moderation team from 25 to 100 contractors to better handle the growing user base. The platform's decentralized architecture encourages user customization and control, allowing individuals to tailor their experience through various options. This focus on user autonomy has been a central selling point in attracting new users, especially following the changes at Twitter after its acquisition by Elon Musk. Since launching independently, Bluesky's playful and flexible user experience has resonated with those seeking alternatives in the social media landscape, particularly in a time where many users express dissatisfaction with traditional platforms. As the momentum builds, Graber remains focused on keeping Bluesky enjoyable and free of disruptive ads, while laying the groundwork for potential subscription services that cater to power users seeking enhanced functionality.