Google has officially discontinued the Tenor GIF API as of June 30, cutting off access for platforms that relied on its searchable database of animated images. The API previously powered GIF functionality for major services including X/Twitter and Discord, allowing users to find and share content across messaging and social platforms.

Tenor began as an independent GIF platform before Google acquired it in 2018. Following the acquisition, Google maintained the service largely unchanged while integrating it into products like Gboard and Google Messages. The company kept the API available to third-party developers, creating a free alternative to services like Giphy.

Google first signaled the shutdown in January, stopping new API integrations at that time. The tech giant, with nearly 200,000 employees and $130 billion in profit for 2025, cited resource focus as the reason for ending support. However, the real issue likely stems from monetization challenges—Tenor remained free while Google struggled to find revenue opportunities.

This move leaves platforms scrambling for alternative GIF solutions and demonstrates Google's pattern of discontinuing products that don't align with profitable business models, even when they serve millions of users across the internet.