Google said in the blog post the company will help with Google Images and other services like Gboard. 'Most people now use Google Images to find more information about a topic, and to help them communicate and express themselves-case in point, we see millions of searches for GIFs every day,' Cathy Edwards, Google Images' director of engineering, wrote (Opens in a new tab) in the blog post.

So why does Google want Tenor? Clearly, Google isn't desperate for cash, but the tech giant is on a mission to grow its communications footprint. In its acquisition post, Tenor highlighted its campaign with Dunkin Donuts. In 2017, Tenor began making money with branded campaigns. But Tenor has been quietly building a userbase. When you think of GIFs, the first thing that comes to mind is probably GIPHY, a popular extension on Slack and another GIF keyboard maker. Terms of the deal were not disclosed, but Tenor will remain a standalone brand that will simply be further integrated into Google's existing services.

Oprah Yaaas GIF (Opens in a new tab) from Oprah GIFs (Opens in a new tab)

Tenor gif keyboard app