Wayra Activation Programme

Join Wayra Activation Programme for free! #PoweringDisruption

Do you want to enhance the growth of your B2C products and services by reaching more than a million homes?

Activate a new channel to reach directly more than a million homes through Movistar+ in Spain. Create different experiences, publicize your service through this channel, attract new customers and position your brand at the forefront of innovation with Aura, our virtual assistant. The companies accepted in the programme will incorporate their proposal to the Movistar+ Living App catalog for 3 months for free, receiving exclusive tools and services that will allow them to launch their Living App on TV.

The most successful Living Apps shall be selected to establish a commercial relationship with Telefónica and access to a second phase to enrich their service and get the most out of the TV channel.

How does the programme work?

Living Apps

Reach more than one million Spanish homes through the Digital Home Services Platform.

Living Apps platform by Movistar+

3 months free access to the Living Apps platform by Movistar+ extendable by mutual agreement, offering content aimed at:

  • Making your brand and value proposition known.
  • Making your products and services known.
  • Offering a free tasting of your products/services through a different experience
  • Offering relevant content related to your products and services (e.g. games, videos, curiosities).
  • Inviting users to subscribe/ purchase your products and services with special conditions for Movistar Spain users.
  • The contents can also be dynamically updated during this period, in fact, we recommend you to do that to provide more value to users, generate recurrence in your Living App and communicate any update about your products and services that is relevant.


Tools needed to build your first Living App without the need to implement additional developments and including voice interaction with Aura. You will be able to transfer your messages to users in different formats (text, images, videos, carousels, background music), you choose how and what to communicate so that your product or service can thrive.

The most successful Living Apps will have access to additional tools that will allow them to create extra experiences to enrich and complement the service they already offer in the traditional channels (applications or web) with the TV channel and Aura.

Extra value

Make us your proposals for your product / service that provide extra value to users by making the most of the home environment, a relaxed atmosphere that invites shared activities with family and friends, and group decision-making.

Business development

Just by applying in the programme and being selected, you have already the opportunity to reach more than 1 million homes through television to position and grow your business. If your Living App is successful, you will also be able to establish a commercial relationship with Telefónica and access a second stage to enrich your service by getting the most out of the TV. In addition, you will be in contact with other startups that are part of the Activation Programme, as Telefónica promotes networking and the interaction of the entrepreneurial ecosystem.

We provide you with everything you need

In Living Apps, you will have the support of our team of experts who will provide you with personalized help, thanks to this, you will be able to have your Living App launched. Creating your first Living App is very simple, development is not necessary.

Support and TOoLS

Our tools simplify all the complexity for you. However, we have professional teams that will support you at all times.

online Training

You will receive online trainingaimed at making the most of your home experiences with Living Apps and the technology we make available to you.

Wayra Ecosystem

By being part of the Wayra ecosystem, you will have access to additional benefits.


We will analyze your potential to evaluate an investment opportunity by Wayra.


You can enjoy the perks of the Activation Programme getting discounts on various tools and free credits for AWS and GoogleCloud, among others.


Contact one of our hubs and opt to access its facilities if you need it.

What countries can join Wayra Activation Programme?

Join Wayra Activation Programme for free

Any questions

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Are you interested?

To participate in the Living Apps programme, your startup needs to:

  • Provide their services in Spain and in Spanish
  • Have a product or service focused on final costumers (B2C)
  • Have a product that adds extra value for Movistar + users and be appropiate for Home environment.
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Digital Home is the area of Telefónica that develops the home platform, an ecosystem with unified services and own devices, based on security, connectivity and entertainment. It allows us to provide unique and exclusive digital experiences for the family, with the top speed and simplicity to more than one million Movistar customers.

We open our ecosystem to third-parties to enhance our offer, at the same time we look for ways to simply how our customers connect with our technology through Aura, Movistar virtual assistant, that allows the user to interact with our ecosystem through voice commands in a personalized way.


Connected Open Innovation unit is a force for transformation that drives open innovation within the new Telefónica.

Our initiatives include Wayra Activation Programme, Wayra, Open Future, Telefónica Innovation Ventures, Wayra Builder, Fast Track Funnel and our programme for disseminating talent and ideas in universities in our footprint.

Telefónica is a key player in the global ecosystem of new firms. Our commitment to Open Innovation is growing year by year and this will not change. We are constantly looking for new companies that have adapted to Telefónica to accelerate their business in areas such as IoT, Cybersecurity, IA, Cloud, Big Data, Blockchain, Video, Connectivity... etc.

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