It is actually a free and pretty quick process. Sadly, many brand entities or celebrities do not know how to do it, and often do not even know that it can be done very easily (maybe because they are used to having to apply and pay for such a service on networks such as X).
Anyone, who owns their own domain name, can self-verify by just adding the correct TXT record to the DNS for the domain name. That proves that you own that domain. If someone else managed your domain on your behalf, you just need to ask them to add the single TXT record to your domain DNS.
Your Bluesky handle will change from @yourname.bsky.social or @yourdomain.bsky.social to @name.yourdomain.
Why?
The most important reasons are:
- It is proof that the account belongs to a recognised domain name e.g. like the BBC, or NBC News, TechCentral, or SABC News. This is the key reason for verification so that followers know it is an official and authentic account they are following.
- If you decide to switch to a different AT Protocol server in future, or host your own, your handle does not need to change.
- Even if you are late to the Bluesky party, and your handle has been grabbed by a bot or a parody service, there is no need to try to gain control of those handles, as your own verified domain is only available to yourself, and you can register it at any time. Your verified domain handle is only available to you to use.
- It is a good way to verify a team or group that associated with that branding, each with their own name, but all verified by the same domain name (a TXT DNS entry per account).
- A verified domain stands out from the various general Bluesky handles, and is good for positive branding.
How?
Bluesky has a guide at https://bsky.social/about/blog/4-28-2023-domain-handle-tutorial, and which also covers how to add multiple verified accounts using sub-domains, or alternatively a non-DNS option by resolving multiple handles via HTTP under a .well-known route. The latter is a bit easier, but you’ll need a website, and you’ll need to ensure that file remains there.
There is a good practical answer given at https://www.reddit.com/r/BlueskySocial/comments/15rhyhe/comment/jwc0lst for how to add TXT records to DNS for multiple users, using sub-domain names. Remember to wait a good 10 minutes before trying to verify on the Bluesky account side after adding the TXT record. These records are added to the main domain name’s DNS records, and there is no need to create actual sub-domains for each Bluesky account.
HowToGeek explains a bit further about how to follow the .well-known route at https://www.howtogeek.com/steps-to-link-your-bluesky-account-to-a-custom-domain/.
They also have a guide specifically for journalists at https://bsky.social/about/blog/press-faq.
What about my old Bluesky Handle?
This is a bit of a contentious point, but that get released back into the wild for anyone to use. One perspective is that the new verified domain name is a better alternative to rather go with — it stands out, it is verified and no-one can spoof it.
Some suggest keeping your old handle and leaving it dormant so no-one else can take it. But you are still going to have that issue with some taking say angelinajolie.bsky.social and making it angal1najolie.bsky.social or angelinaj0lie.bsky.social, etc. For big brands, they are going to have bot accounts and parody accounts anyway, trying ways to spoof their accounts.
Ethically speaking, accounts should be labelled as bot accounts, parody accounts, or AI powered accounts. Official accounts should state they’re the official account of an organisation. If someone falsely claims to be your official account on Bluesky, you should report that profile.
The screenshot below shows how users would see a search for CNN on Bluesky.
What about my Privacy?
Domain names must have contact details published, and for private individuals owning a domain name, this may be a privacy concern if you are using your actual street address linked to your domain.
If this is the case, you should request Whois privacy from your domain registrar. Many provide it free of charge, and their business contact details will instead be listed with your domain name.