Facebook Acquires GIF Platform Giphy for Reported $400 Million

Facebook confirms it is purchasing Giphy, bringing the popular animated image search engine under the Instagram team's umbrella. The social media giant plans to maintain Giphy's branding and keep its services open to outside developers.

Facebook acquires Giphy in a deal reportedly worth around $400 million, confirming the long-rumored purchase today. The tech giant does not disclose the official financial terms of the agreement. Giphy currently serves as a major hub for shareable animated content across the internet.

The GIF platform integrates directly into Facebook's family of apps, with half of Giphy's total traffic already originating from Instagram, Messenger, WhatsApp, and the main Facebook application. As part of this transition, Giphy joins the Instagram team while continuing to provide its built-in search and sticker functions.

Facebook promises to operate Giphy under its existing brand name and keep the platform open for outside developers and users to upload content. The company plans to invest further in Giphy's technology to build new partnerships across both content creation and third-party developer endpoints.

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