Bluesky to pivot from public square with new 'communities' feature on AT Protocol

Bluesky is preparing to introduce a 'communities' feature later this year, a move that signals a significant strategic pivot for the decentralised social network. According to head of product Alex Benzer, the new functionality will allow users to join smaller, topic-specific spaces designed for deeper engagement with niche interests. The feature is built directly into the platform’s underlying decentralised AT Protocol, which Benzer describes as a new structure for the entire 'Atmosphere' ecosystem.

The communities will offer three distinct privacy settings: public, invite-only, and private. Each space will be assigned its own dedicated feed and a unique handle that functions as a URL, directing users to a custom homepage. This architecture is intended to support greater customisation, allowing builders to host entirely different experiences using other applications and tools within the AT Protocol environment. Benzer noted that while core features on Bluesky would remain simple, the 'magic' would derive from communities existing on the open web.

This development aligns with a broader shift in the company’s direction, moving away from its original identity as a 'public square'. Bluesky chief operating officer Rose Wang stated last week that the company was 'very inspired by companies like Reddit', suggesting a desire to foster more structured, interest-based interactions rather than a single, undifferentiated public feed. The communities feature represents the first major implementation of this new strategic vision.

The launch comes at a time of flux in the social media landscape regarding community tools. Meta’s Threads is currently testing a similar communities feature, indicating industry-wide interest in structured group interactions. Conversely, X announced in April that it would be shutting down its own take on communities, highlighting the experimental and often unstable nature of such features across major platforms.

While Benzer confirmed the feature is set to launch 'sometime this year', he did not provide a specific date. He also listed 'a few ideas' for community customisation that are currently in mind, suggesting the final feature set may evolve before release. The ability for external builders to host custom experiences on community URLs remains a key differentiator, leveraging the decentralised nature of the AT Protocol to offer flexibility not typically found in walled-garden social networks.