It doesnt though
From the earth you can always only see one and the same side of the moon.
The backside is sometimes illuminated by the sun, like during an eclipse.
That illustration is misleading, it makes it look like different sides face the Earth as the moon orbits, and that the same side always faces the sun. That's not the case. The same side of the moon always faces EARTH, but since the moon orbits the Earth once a month and the Earth orbits the sun once a year, you should be able to figure out that different sides of the moon will be illuminated during different times of the month (and this is what makes it look different throughout the month from Earth). Basically, one moon day is one Earth month.
For that illustration to be correct, the moon should be rotated as it orbits so that the same side always faces Earth.
Nokia has been selected by NASA to build the first cellular network on the moon, the Finnish company said on Monday, as the U.S. space agency plans for a future where humans return there and establish lunar settlements.
With stuff like this what matters is battle-tested reliability. There’s a tendency to go conservative and choose something that will last for a long time and will just keep working instead of the latest and greatest.