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 1935, Western Union has put into operation first intercity fax communication. Leaving the idea of expansion into Europe, Western Union took up the expansion of services in the U.S. market. The Western Union Company is a financial services and communications company based in the United States. The first offices of company were located in the Reynolds Arcade building in Rochester, New York. The sign above the main entrance to the building - Western Union for more than 130 years provides money transfer services to its customers.