Google has acquired Tenor, the GIF platform for Android, iOS and desktop, which the company announced today. Tenor will help Google more easily bring GIFs to Google images and other services like Gboard. Specifically, Tenor is a GIF platform Facebook uses in its Messenger service to allow users to more easily send GIFs.
A blog post from Google states that Tenor will remain a separate brand and the company’s Tenor He said it would help find more content and API partners. Cathy Edwards, Google’s director of engineering, wrote in a blog post that users expect to see much more GIFs on Google services in the future, and noted that Google images as well as photo information are more interested in their own expression.