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. Each money transfer is protected with control number, that allows you to track and to ensure prompt payment of money specified by you person. In 1991, Western Union has sold some low-profit division of the company AT & T, GM Hughes Electronics, and to some others. In the same year the company changed its name to New Valley Corp. In the 1910-1920 years. Western Union is actively engaged in researching, innovating in the field of data transmission.