On Monday, the Chief Executive Officer Toni Schneider revealed the company's long-term plans: the company has applied to have “. bsky” designated as an internet domain extension, similar to . com or . org. If approved, users will be able to convert their longer social media accounts into shorter and more concise domain names.

For example, instead of being @sarahp.bsky.social, my account might in the future become just “sarahp.bsky”.

This may give Bluesky the space to innovate around the user profile page, transforming it from a page that only displays a personal introduction and posts into a more comprehensive personal homepage used to establish the user's online identity.

The application for Bluesky has not yet been approved. Schneider stated that the non-profit organization responsible for regulating internet domain names, ICANN (which includes Internet Corporation, for, Assigned Names, and, and Numbers), will announce new domain name applications on October 7, 2026, and Bluesky's request will also be among them. The entire process is expected to take 18 to 24 months to complete.

When asked for comments, Bluesky stated that the company has not yet finalized how to apply for, register, or distribute the bsky domain names. However, the company has confirmed that there are no plans to sell these domain names, nor is there any intention to commercialize them.

This decision is noteworthy, as domain name registration can be a lucrative business, and it could also provide a potential source of income for a startup that has already raised a significant amount of capital but (currently?) has not yet generated any advertising revenue.

However, Bluesky indicates that selling domain names goes against one's belief in an open network.

Bluesky, the Chief Operating Officer, said in a comment provided to TechCrunch: "Domain names are an important part of the open internet because they allow users to control their online identity. The foundation of Bluesky is built on the belief that one should own their own online presence, rather than renting it from a platform that could take it away at any time."