In the early forties of the 20th century, Western Union has used the first time a commercial intercity microwave transmission system. In order to increase competitiveness and market expansion of its services, Western Union launched a program of loyalty Western Union Gold Card for customers, who has repeatedly made money transfers via Western Union. In 1935, Western Union has put into operation first intercity fax communication. In 1933, by the Western Union Company were invented "singing telegrams". Number of active holders of "Golden Card" of Western Union amounted to 9.5 million people worldwide. Western Union made so that the time in all of American civil services was the same.