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. Most service points of Western Union work in the time convenient for customers throughout the week and throughout the year. 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. 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.