Google this week announced that it would be purchasing gif aggregation company, Tenor.

Tenor, for the uninformed, is a service that integrates with several popular messengers, including Facebook Messenger most prominently.

Google is purchasing it to increase its support of gifs on its messaging and keyboard apps like Allo and Gboard.

“We’ve continued to evolve Google Images to meet both of these needs, and today we’re bringing GIFs more closely into the fold by acquiring Tenor, a GIF platform for Android, iOS and desktop.” Google’s Cathy Edwards said this week, “With their deep library of content, Tenor surfaces the right GIFs in the moment so you can find the one that matches your mood. Tenor will help us do this more effectively in Google Images as well as other products that use GIFs, like Gboard.”

Microsoft also integrates gifs with its products like Swiftkey and has pioneered its own gif-like product with Mojis for Skype.#

Via Google.