In 1988, the company undertook a massive reorganization in response to rapidly changing business conditions. In particular, this need has arisen due to many technological changes that have taken place at that time. Company name was changed from Western Union Telegraph Co. to Western Union Corp. The presence of Western Union Gold Card at the client greatly simplifies the process of further processing of money transfers of and reduces the operation time for the sending of money, as the "Gold Card" is a carrier of the personal information about the client. In 1860 the U.S. Congress arranged among the telegraph companies a competition to create a national line. The winner was Western Union. 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. Another invention of Western Union - time synchronization. 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. In 1933, by the Western Union Company were invented "singing telegrams". Thanks to cooperation with Western Union the Associated Press at the end of the XIX century took almost monopolistic position in the U.S. market news. In October 1871 the company Western Union began to provide money transfer services, drawing on its own extensive telegraph network. Sibley, the founder of Western Union, did not build a new telegraph lines, and persuaded the other players to join. American Telegraph Company, however, still had to buy it.