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. The size of the commission fee for the transfer is charged according to the Western Union tariffs and depends on the amount of money sent. In October 2006 the company made an initial public offering of shares on the New York Stock Exchange, becoming independent from First Data company. In 1933, by the Western Union Company were invented "singing telegrams". Number of active holders of "Golden Card" of Western Union amounted to 9.5 million people worldwide.