Google is closing down Tenor, the service that supplies animated GIFs and stickers to apps and websites. If your app uses Tenor, you have to stop using it. There is no gradual phase-out; the service will simply end.

Tenor has been a quiet part of many apps since Google bought it in 2018. It powers the GIF and sticker pickers in messaging apps like Discord and Slack, mobile keyboards, and productivity tools. Developers chose Tenor because it was free, easy to use, and backed by Google's technology infrastructure.

Now developers need to find a replacement. Giphy is the main alternative — it provides a similar service and already powers GIF features in many popular apps. However, when teams switch to Giphy or other services, they may notice that search results are not quite the same, especially if their app is used in countries outside the English-speaking world.

One problem: Google has not said when Tenor will actually shut down. This creates confusion for development teams, because planning a major change requires a clear deadline. Without one, teams must guess whether to start the migration now or wait for more information.

Why is Google doing this? Tenor made money mainly by improving the experience in Google's own apps and services — like Google Search and the Google keyboard. Running a public API that anyone can use costs real money for servers, spam protection, and customer support. When a service no longer fits Google's main business, the company often shuts it down rather than continue paying to maintain it.

If you work in tech, here is what matters: if your company uses Tenor, you need to check which apps or services rely on it, including any third-party code libraries that might have Tenor built in. If you have a formal agreement with Google about Tenor, that agreement comes with additional steps you will need to follow.

Animated GIFs are not going anywhere — they have survived decades and are still popular today. What is changing is the company behind the infrastructure that delivers them. For development teams who chose Tenor because it was convenient, finding a replacement that works just as well will take time and effort.