Facebook has acquired GIPHY for $400 million to integrate its GIF library into Instagram and other Facebook apps, Vishal Shah, Instagram’s VP of product, said in a blog post announcing the news.
GIPHY is a popular library where users share and create billions of GIFs on a regular basis.
According to Shah, 50 percent of all of GIPHY’s traffic comes from its apps, with half of that coming from Instagram alone.
GIPHY as part of the Instagram team will make it easier to send GIFs and stickers in Instagram stories and direct messages.
“People will still be able to upload GIFs; developers and API partners will continue to have the same access to GIPHY’s APIs; and GIPHY’s creative community will still be able to create great content,” Shah said.