Bluesky Handle Guide: Everything You Need to Know About AT Protocol Handles

Bluesky has emerged as one of the most interesting social platforms of the 2020s, built on the AT Protocol with a unique approach to identity. Its handle system offers branding possibilities no other social network provides.

How Bluesky Handles Work

Bluesky uses a two-tier handle system:

Default Handles

When you sign up, you get a handle like @yourname.bsky.social. This works like a traditional username on any other platform.

Custom Domain Handles

Bluesky's killer feature: you can use your own domain as your handle. Instead of @yourname.bsky.social, you become @yourdomain.com. This is unique among social platforms.

Using Your Domain as Your Handle

Why This Matters

Your domain becomes your verified identity. If your handle is @acme.com, everyone knows you're the real Acme because only the domain owner can set this up. No blue checkmarks needed — your domain IS your verification.

How to Set It Up

1. Go to Settings → Change Handle in Bluesky
2. Select "I have my own domain"
3. Add the provided DNS TXT record to your domain
4. Bluesky verifies the record and updates your handle

The Branding Power

Imagine your handle is @yourstartup.com. Every reply, repost, and post carries your domain — it's free advertising for your website. This is a branding opportunity no other platform offers.

Choosing Your Bluesky Handle

If You Have a Domain

Use it. @yourbrand.com is always better than @yourbrand.bsky.social. It's more professional, acts as verification, and promotes your website.

If You Don't Have a Domain

Claim a clean .bsky.social handle that matches your brand name on other platforms. Keep it short and consistent.

Subdomain Handles

You can use subdomains too: @team.yourbrand.com for team members. This creates a built-in organizational verification system.

Bluesky for Brand Building

Early Mover Advantage

Bluesky is still growing. Claiming your brand name now — when availability is high — is a smart defensive move.

Community Focus

Bluesky's community values authenticity and substance. Brand accounts that share genuine insights and engage meaningfully perform well.

Custom Feeds

Bluesky allows custom algorithmic feeds. Brands can create feeds relevant to their niche, becoming a discovery hub for their community.

Decentralized Identity

Because Bluesky runs on the AT Protocol, your identity is portable. If you ever want to move to a different AT Protocol server, your content and followers can come with you.

Bluesky vs Other Platforms

vs X (Twitter)

Bluesky's AT Protocol means your data isn't locked to one company. Custom domain handles provide built-in verification. The community tends to be more technical and early-adopter oriented.

vs Threads

Threads has Instagram's massive user base behind it. Bluesky has a more decentralized, tech-forward community. Different audiences, different strategies.

vs Mastodon

Both are decentralized, but Bluesky is more accessible to mainstream users. Mastodon's instance system can be confusing; Bluesky feels more like traditional social media.

Best Practices

• Claim your handle early — Even if you're not active yet
• Use your domain if you have one — It's the most powerful feature
• Cross-reference your Bluesky in your website bio and other social profiles
• Be authentic — Bluesky's community rewards genuine engagement
• Post consistently — The algorithm favors active accounts

Secure Your Brand Across Platforms

Your Bluesky handle should be part of a consistent brand identity. Before choosing a name, verify it's available across all the platforms that matter.

Use BrandScout to check your brand name across domains and social platforms. Find a name that works everywhere and build a unified digital presence.