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 the early 60s Western Union has put into operation transcontinental microwave system of data transmission via radio waves, completely replacing the web of telegraph poles and wires. Money transfer is a matter of minutes, at any distance. In October 2006 the company made an initial public offering of shares on the New York Stock Exchange, becoming independent from First Data company. Western Union for more than 130 years provides money transfer services to its customers. Western Union made so that the time in all of American civil services was the same.