Bluesky CEO Toni Schneider revealed on Monday that the social network has submitted an application to establish ‘.bsky’ as an official internet top-level domain, similar to ‘.com’ or ‘.org.’ If regulatory bodies approve the request, the move would allow users to convert their extended social handles into concise, standalone web addresses.
Under the proposed system, a profile currently identified as ‘@sarahp.bsky.social’ could eventually be accessed simply via ‘sarahp.bsky.’ This shift would provide Bluesky with the opportunity to reimagine user profiles, transforming them from basic bio-and-posts pages into comprehensive personal websites that solidify a user’s standing on the open internet.
The application is currently pending approval. Schneider noted that the Internet Corporation for Assigned Names and Numbers (ICANN), the nonprofit organization responsible for managing global domain names, is scheduled to publish its latest round of new domain applications on October 7, 2026. The review and approval process is expected to take between 18 and 24 months to complete.
While Bluesky has not yet detailed the specific mechanics for how these ‘.bsky’ domains will be requested, registered, or distributed, the company emphasized that it has no intention of selling or monetizing them. This decision stands out in the tech industry, as domain registration is a lucrative business model that could offer a significant revenue stream for Bluesky, which recently completed a $100 million Series B funding round but has yet to generate substantial advertising income.
Bluesky argues that selling domains would contradict its core philosophy regarding digital autonomy. Rose Wang, Bluesky’s Chief Operating Officer, stated in a comment shared with TechCrunch that domains are fundamental to the open web because they enable users to control their own online identities. ‘Bluesky was built on the belief that you should own your presence online, not rent it from a platform that can take it away,’ Wang said.
Does this mean my old @ handle will automatically work as a website URL, or do I have to manually set it up?
Not selling the domains is a bold move for a company seeking profit. Can they really sustain this without ad revenue?
Wait, so no more renting your identity? That sounds incredible. I hope they don’t change their minds later.
Finally, a platform that actually respects digital ownership instead of locking users in. This is huge for the open web.