The widget will appear by default on the home screen of Android devices on Telefonica -- letting users see new pins and notifications without having to open the app. If users aren't signed into Pinterest, they'll still be able to see popular pins on the social network.
Telefonica is based in Spain and provides access throughout Europe and Latin America. It has 316 million customers, which is most likely one of the reasons Pinterest was keen to partner with the carrier.
Although the companies didn't exchange any money in the deal, according to The Wall Street Journal, the partnership seems like a win-win. Pinterest could gain millions more users, and Telefonica could attract more customers with the exclusive widget.
"Interests are global, which is why we want Pinterest to be available wherever people want to find ideas for the everyday projects in their lives and get inspired for the future," Don Faul, Pinterest's head of operations, said in a statement Thursday. "Telefonica is one of the world's most advanced communications companies, and together we can provide a one-of-a-kind mobile experience to new and existing pinners around the globe."
Pinterest is no different than Facebook and Twitter in its push to focus on mobile. Part of the reason companies are becoming more geared toward mobile is to get more eyes on advertising. Pinterest recently announced that it willin the form of "promoted pins." It's most likely mobile ads will also pop up sometime in the future.
Pinterest's Android widget will first be featured in the UK for Telefonica O2 subscribers, starting today. The plan is to then roll it out to other countries in the next few weeks -- the companies haven't yet disclosed which countries will ultimately get the widget.