Google is shutting down the API for its popular GIF platform, Tenor, meaning that beloved GIF pickers from platforms like X and Discord will soon be history.

The move comes after Google acquired Tenor in 2018, allowing users to search for GIFs using keywords much like with rivals Giphy and Klipy. However, as of January this year, new integrations have been blocked, and by June 30th, the API will be fully decommissioned.

For users of affected apps, the future looks uncertain: X has already migrated to a different service, while Discord and WhatsApp are testing alternatives. This change could mean saying goodbye to cherished GIFs unique only to Tenor’s library.

The decision reflects Google's ongoing focus on core products, but it also raises questions about competition in the online media landscape. With major players like Giphy now under one corporate roof, this move by Google might be seen as a strategic shift towards consolidation.