Same problem for me. I know where I am supposed to find it, but, for me, it just isn't there. I could't figure out (so far) if this feature is only available in some countries.
It appears that the feature right now is exclusive to certain countries (e.g. USA), as reported here. Although being available to (public) beta testers around the world previously.
Maybe Apple someday will make it public for everyone, maybe they won't.
For the mods: maybe this topic can be made sticky or even be reported on the front page. Apparently, a lot of people are confused by some feature being advertised by Apple and not included for everyone in the release of iOS 10.
Ps: the only way around it right now seems to use some other iMessage-app. I use GIPHY, simply because it was the first to show in the search.
This is why Apple is getting on my nerves lately. They announce features and then people like my mom ask me why it doesn't work on her phone... or mine... Why on earth is image search geo locked to US only ? Where's the logic !?
This is why Apple is getting on my nerves lately. They announce features and then people like my mom ask me why it doesn't work on her phone... or mine... Why on earth is image search geo locked to US only ? Where's the logic !?