Google to Discontinue Tenor GIF Searches in Third-Party Apps

The GIF-picking features on some of your go-to online platforms are set to change as Google moves to shut down the Tenor API today. While the Tenor website and its searchable GIF library will still be operational, platforms like X, Discord, Bluesky, and WhatsApp that previously relied on the API are now transitioning to different GIF picker services.

Google acquired Tenor in 2018, allowing users to search for GIFs using keywords, much like other services such as Giphy and Klipy. Google will continue to utilize Tenor within its own products, including Google Messages and Gboard. However, as of January 13th, new API sign-ups and integrations were no longer accepted, as noted in the Tenor FAQ.

After June 30th, Google has stated that all Tenor API agreements and current integrations will be completely decommissioned. Any attempts to make API requests after this deadline will result in errors. This move is part of Google’s strategy to concentrate resources on enhancing its core offerings.

Several applications affected by this API shutdown have already begun the shift to alternative services. The head of product at X, Nikita Bier, mentioned on June 21st that the platform was “forced to migrate,” although he did not disclose which GIF picker would be adopted. Discord has been testing Giphy and Klipy as alternatives since January, while WhatsApp has been working on integrating Klipy to replace Tenor since May.

For users of these platforms, the most significant change will likely be the potential loss of access to favorite Tenor GIFs, as the libraries of GIF pickers differ from service to service. Following Meta’s announcement to acquire Giphy in 2020, the UK’s Competition and Markets Authority identified Tenor as the only other major GIF provider, warning that the Giphy acquisition could harm competition among social media platforms. Consequently, Meta was required to divest its GIF library in 2023.