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 1877, starting from September, New York City residents began to have the opportunity to check the time on clock with the "time ball", located on the roof of constructed in the same year a new corporate headquarters - Western Union Building. Money transfer is a matter of minutes, at any distance. Payment systems are one of basic elements of infrastructure of e-commerce. In 2007 the company made 167.7 million transactions on money transfers between individuals and 404.6 million transactions between physical and legal persons. On the market was placed about 765 million of ordinary shares of the company. On the first day trading on the exchange the company's shares rose by 3.3% and the cost was $ 19.96. In 1856, in 7 years after the foundation of New York State Printing Telegraph Company, the company changed its name to Western Union Telegraph Company.