Facebook buys Giphy for a reported $400M

“We’ve used Giphy’s API for years, not just in Instagram, but in the Facebook app, Messenger and WhatsApp,” Facebook said in a statement.

“Giphy will continue to operate its library (including its global content collection), and we’re looking forward to investing further in its technology and relationships with content and API partners.” New York based Giphy has a large database of gifs that users can search and share across platforms and according to Facebook, 50% percent of Giphy’s traffic comes from Facebook’s family of apps (Facebook, WhatsApp, Messenger and Instagram), and about half of that figure is from Instagram alone.

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

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