Facebook buys the popular Giphy website to create and share GIFs for a reported price of $ 400 million, and plans to integrate the huge GIF library into Instagram and other Facebook apps. News of the deal was first reported by Axios, which revealed the value of the $ 400 million deal.
Giphy is one of the largest GIF sites on the Internet, offering tools for creating, sharing, and remixing GIFs. Facebook has been relying on Giphy’s API to get GIFs in its apps for years: Instagram, the main Facebook app, Facebook Messenger and WhatsApp are already working with the service. According to Facebook, 50 percent of all Giphy traffic comes from apps, half of which comes from Instagram alone.
Giphy will continue to live under its new ownership as part of the Instagram team, with the goal of making it even easier to send GIFs and stickers in Instagram stories and direct messages. For the moment, however, Facebook says things will stay the same for Giphy users for the time being.
“People can still upload GIFs. Developers and API partners still have the same access to Giphy̵
Many services rely on Giphy’s API to provide GIFs, including Twitter, Pinterest, Slack, Reddit, and more. While Facebook’s announcement seems to indicate that these services can continue to rely on Giphy, as they currently do – at least for the time being – there may be additional tensions with these services in the future, as some of them go directly to Facebook compete yourself.