Of all the decisions that Elon Musk has made since he bought Twitter, one of the most controversial and the one that has probably worsened the experience is the change of the blue brand. In an attempt to obtain income to compensate for the huge investment (and content investors and banks), Musk announced that the blue brand was going to ‘democratize’, in other words, it was going to pay. And now, Bluesky has made the opposite decision.
The blue Twitter brand originally served to verify that the person really was the one who said to be; It was one of the original measures to fight fraud and false accounts that were passed through famous people or companies to deceive their followers. Twitter was responsible for verifying the identity of the users who requested the blue brand, and that added some security; But the new X changed that, by allowing anyone to buy a blue brand. As a result, the brand has become completely useless, with numerous cases of identity impersonation; And simply, having a blue brand no longer means anything.
Now, Bluesky has adopted a blue brand for the first time in its history, and how could it be otherwise, he has done it in the style of the Twitter before. Let us remember that Bluesky has become the main alternative to xby adopting many of the original Twitter policies and philosophies; That allowed him to win millions of users at a dizzying pace last year, and since then he has continued to grow.
However, this unexpected growth has come with several problems of the hand; And one of them is the Identity Supplant. Bluesky is a decentralized network, in which users can obtain their own identification they can use on different servers; But that means that there is no central server that gives the verification that X has, for example, but that each user “self -verifies”, sometimes associating their account with a domain name.
Perhaps because of the architecture of its platform, Bluesky has taken so long to implement its own verification system, which will initially be available Only for a small amount of accounts.
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Bluesky has had to implement a new verification layer, which will be shown as the typical blue brand next to the user’s name. This blue brand cannot be bought as in xand guarantees that the account really belongs to the person or organization that claims to be, and that their publications are real.
An interesting detail of this implementation of the blue brand is that allows other organizations to give the brand to its users. For example, one of these organizations is The New York Times, which is able to give a blue brand to its journalists to verify that they really work for the organization and are not distributing false news with the name of the publication.
