“End of an Era: Google’s Decision to Discontinue Tenor GIF Searches in Third-Party Apps”

Google Shuts Down Tenor API, Impacting GIF-Picking Interfaces on Various Platforms

Users of popular online platforms may notice changes in their GIF-picking interfaces as Google announces the closure of the Tenor API. While the Tenor website and GIF library will remain accessible, platforms such as X, Discord, Bluesky, and WhatsApp will need to transition to alternative GIF picker services due to the shutdown of the API.

In 2018, Google acquired the Tenor GIF platform, which allowed users to search for GIFs using keywords, similar to Giphy and Klipy. While Google will continue to use Tenor in its own services like Google Messages and Gboard, new API sign-ups and integrations were halted on January 13th, as stated on the Tenor FAQ page.

Google has announced that after June 30th, all Tenor API agreements and integrations will be terminated. Any attempts to use the API post-transition deadline will result in an error message. This decision is part of Google’s strategy to focus on enhancing its core products.

Various apps affected by the API shutdown have already begun migrating to other services. For example, X Product head Nikita Bier mentioned the platform’s need to migrate, without specifying the alternative GIF picker. Discord has tested Giphy and Klipy as replacements for Tenor, while WhatsApp is working on integrating Klipy.

Users may experience a loss of access to their favorite Tenor GIFs on these platforms, as each service offers a different GIF library. The Competition and Markets Authority in the UK highlighted Tenor as a significant provider of GIFs before Meta’s acquisition of Giphy in 2020. Meta was subsequently required to divest itself of the GIF library in 2023 to ensure fair competition among social media platforms.