**Bluesky’s Swift Expansion Presents Opportunities—and Obstacles**
Bluesky, the alternative social media platform, has experienced remarkable growth since election day. As users flee Elon Musk’s X (previously Twitter) amid contentious changes and Musk’s connection to the incoming Trump administration, Bluesky is positioning itself as a formidable rival.
On Tuesday, Bluesky [declared](https://bsky.app/profile/jay.bsky.team/post/3lbd2eaura22r) that it has hit 20 million users. The platform is also [surpassing](https://www.threads.net/@mattnavarra/post/DCj9po9ICBx) Meta’s Threads in several critical metrics, reinforcing its role as a significant player in the social media arena.
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### The Surge of Scammers on Bluesky
However, with this growth comes difficulties. As Bluesky’s popularity increases, it has inevitably drawn in scammers and other malicious actors.
For example, on Wednesday, a fraudulent account impersonating billionaire hedge fund manager Bill Ackman gained traction after suggesting that Bluesky should be acquired to halt the user migration from X. The post was later exposed as a [fabrication](https://bsky.app/profile/brainnotonyet.bsky.social/post/3lbffhpy7tk2j). Other occurrences include [phony Gaza fundraising accounts](https://bsky.app/profile/ghooosthand.bsky.social/post/3lbawdbj52c2p) and impostors [posing as British MPs](https://bsky.app/profile/shayan86.bsky.social/post/3lbarcnp25k2y).
While fake accounts are not exclusive to Bluesky—X, for instance, had to [suspend](https://mashable.com/article/fake-news-blue-check-tweets-verification) its paid verification system temporarily due to a surge of impersonators—Bluesky has taken initiative in shutting down reported accounts that break its guidelines. However, its newer platform status with a smaller user base (20 million is still limited compared to X or Meta) makes it especially susceptible. Numerous influential figures from other platforms have yet to transition to Bluesky, making it simpler for impostors to mislead users.
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### The Absence of Verification on Bluesky
A significant weakness for Bluesky is its lack of an identity verification process.
Prior to Musk’s takeover, Twitter’s blue checkmark represented legitimacy, showing that an account was authentic. Nevertheless, the advent of paid verification on platforms like X, Facebook, Instagram, and Threads has undermined the reliability of these badges. Despite this, many platforms still provide free verification to notable users, preserving some degree of credibility.
Bluesky, however, does not have such a system. While some claim that no verification is superior to a pay-for-access model, Bluesky faces a distinct issue: custom domains.
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### The Custom Domain Challenge
Bluesky permits users to customize their usernames by linking custom domain names. For instance, instead of “@yourname.bsky.social,” a user can adopt “@yourname.com.” This functionality not only boosts personalization but also acts as a form of self-verification if the domain is connected to the user’s identity. Bluesky even advocates this as a means to [“self-verify”](https://bsky.social/about/blog/press-faq).
However, there’s a drawback. When users utilize a custom domain, their original “@yourname.bsky.social” username becomes up for grabs by others. While some users proactively register a secondary account to keep their original handle, many remain oblivious to this vulnerability, leaving their previous usernames susceptible to malicious actors.
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### Move with Caution
Bluesky may not yet be inundated with scammers, bots, and trolls as much as X, but it’s still an online platform—and no platform is shielded from fraud. As Bluesky continues its expansion, users should stay alert and take measures to avoid becoming victims of impersonators and other harmful actors.
Ultimately, Bluesky’s swift ascent is a reflection of its attractiveness as a new alternative in the social media landscape. But with substantial growth comes significant responsibility, and the platform must tackle these challenges to sustain its progress and user confidence.