Facebook is buying Giphy and integrating it with Instagram

Plans to integrate with Instagram and other apps

Facebook is buying the popular GIF-making and sharing website Giphy at an alleged price of $ 400 million, with plans to integrate the massive GIF library into Instagram and other Facebook apps. The deal was first reported by Axios, which revealed the $ 400 million value of the deal.

Giphy is one of the largest GIF sites on the Internet, offering tools for creating, sharing, and remixing GIFs. Facebook has already relied on Giphy’s API for GIFs in its apps for years: Instagram, the main Facebook app, Facebook Messenger, and WhatsApp all already work with the service. According to Facebook, 50 percent of all of Giphy’s traffic comes from its apps, while half of it comes from Instagram alone.

Under its new ownership, Giphy will remain as part of the Instagram team, making it even easier to send GIFs and stickers to Instagram stories and direct messages. For now, however, Facebook says that things will remain the same for Giphy users.

“People will still be able to upload GIFs; Developers and API partners will continue to have equal access to Zippy’s APIs; And Giphy’s creative community will still be able to create great content, ”Vishal Shah, VP of Instagram’s product, said in a blog post announcing the news.

Many services rely on GIFY’s APIs, including Twitter, Pinterest, Slack, Reddit, and others. Although Facebook’s announcement appears that those services will still be able to rely on Giphy as they currently do – at least for now – there may be some added stress with those services that have been put forward , Many of which compete directly with Facebook.

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