Google is so famous for killing products that there’s a whole virtual graveyard you can explore. Google’s latest shutdown now has a headstone of its own. Effective today, Google has discontinued the Tenor API, which you may not be familiar with by name. You’ve probably used it, though. Tenor is a database of searchable GIFs, which used to serve animated images to sites like X/Twitter, Discord, and more. Now, it only serves Google—maybe the headstone is a bit premature.
Like many Google products, Tenor started as an independent company. Google came along and bought Tenor in 2018, and it continued running it largely unchanged in the intervening years. Tenor was integrated into Google products like Gboard and Google Messages, but the API also gave other platforms a way to help users find, share, and save GIFs. It’s similar to services like Giphy and Klipy.
In January, Google announced it was going to start winding down that API access. It stopped accepting new integrations at that time, and the end date has now arrived: As of June 30, the Tenor API is no more. Google, a company with nearly 200,000 employees and more than $130 billion in 2025 profit, says it decided to stop supporting the image API so it could better focus its resources. The real problem was probably that Tenor was free, and Google didn’t see a way it could make money from a GIF API.
