Bluesky crosses 40 million users, introduces “dislikes”

Bluesky, the decentralised social media platform founded by former Twitter chief executive Jack Dorsey, has crossed 40 million users as of November 1. The company also announced that it will begin testing a "dislikes" feature aimed at improving the personalisation of users' feeds, including the main Discover section.

According to a recent blog by Bluesky, the "dislikes" signal will help the platform better understand the type of content users prefer to see less of. The company said this data would inform both feed rankings and reply visibility, creating a more tailored experience for individuals. The new tool is part of a broader update that includes adjustments to how replies are prioritised, improved detection of toxic or spammy comments, and refinements to conversation design.

"We want fun, genuine, and respectful exchanges that build friendships, and we're taking steps to make that happen," said the Bluesky team in the blog.

While the network's decentralised structure allows users to manage their own moderation systems, some have called for stronger platform-level action against harmful accounts. Bluesky, however, reiterated that its focus remains on giving users more tools to shape their own experience.

These tools include moderation lists, content filters, muted words, and the ability to subscribe to third-party moderation services. Users can also limit unwanted engagement by detaching quote posts – a response to the culture of public "dunking" that is present in rival platforms like X, formerly Twitter.

In addition to testing dislikes, Bluesky is rolling out a new system to identify "social neighbourhoods," mapping the interactions between users who regularly engage with each other. 

"By prioritizing replies from people closer to your neighborhood, we can make conversations feel more relevant, familiar, and less prone to misunderstandings," said the Bluesky team.

This approach might help address the disjointed experience that has challenged platforms like Meta's Threads.

Bluesky's latest moderation model also aims to detect and downrank toxic, off-topic, or bad-faith replies in threads and search results. The reply button is being redesigned to open full threads before users compose a response, a move the company believes will reduce redundant or uninformed replies.

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