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. Leaving the idea of expansion into Europe, Western Union took up the expansion of services in the U.S. market. Most service points of Western Union work in the time convenient for customers throughout the week and throughout the year. In October 2006 the company made an initial public offering of shares on the New York Stock Exchange, becoming independent from First Data company.