Wireless carrier Sprint entered into an historic deal in Cuba on Monday, becoming the first U.S. carrier to offer roaming service to its customers who travel to the country.

Sprint customers will be able to send and receive calls and text messages through a partnership with Cuba's ETECSA, a state-run company with a telecommunications monopoly.

The thawing relationship between the U.S. and Cuba has caused a wave of new business as companies look for a way into what is likely to become a new market.

“We want to make sure any Sprint customer traveling to Cuba can use their phone the same way as they do in the United States," said Sprint CEO Marcelo Claure in a statement.

Cuba has already seen significant visitor growth since Obama announced last year his intention to reestablish a relationship. If Congress ends the embargo, the travel industry expects even more U.S. visitors.

But before Claure had even signed the deal, he made some enemies. To announce his arrival he tweeted, "Hola Cuba. Happy to be here in La Havana, Cuba," along with an image of Che Guevara.

Some in the Beckham group see Marcelo Claure as wildcard. These are not the RTs they want from a city commish. pic.twitter.com/4WiEjkmi9e — Doug Hanks (@doug_hanks) November 1, 2015

Despite the ubiquity of Guevara's image, the man and his legacy is not respected by many Cubans. They let Claure know — quickly — which led to a hasty apology.

.@marceloclaure If I had a @sprint account I would cancel it to protest your ignorance about #Cuba — Marc R. Masferrer (@marcmasferrer) November 2, 2015

@marceloclaure I wonder what motivated you to tweet out the image of a communist serial murderer who destroyed so many lives and families — Carlos Curbelo (@carloslcurbelo) November 2, 2015

Of all the beautiful images of Cuba, you post one of the most ignorant and insensitive ones to our community?!? https://t.co/4qNg03iTBP — Marcelo Llorente (@LlorenteM1) November 1, 2015

Been to the Mengele mural in Auschwitz?! No. Because Hitler got what he deserved, but Castro hasn't yet. #Cuba https://t.co/RxZyhgY4M8 — Roger Noriega (@RogerNoriega) November 2, 2015

When Claure apologized, he said he meant no harm with the tweet.

I just deleted the picture I posted earlier while traveling in Cuba. My sincere apologies if I offended anyone. No harm intended. — MarceloClaure (@marceloclaure) November 2, 2015

"As the only U.S. carrier with a direct roaming agreement and a direct long-distance interconnection agreement with Cuban provider ETECSA," the company wrote in a statement, "Sprint is leading the way for U.S.-Cuba telecommunications."