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 1866, Sibley ordered the engineers to develop a Western Union telegraph system of stock quotes in real time. Money transfer is a matter of minutes, at any distance. In October 2006 the company made an initial public offering of shares on the New York Stock Exchange, becoming independent from First Data company. The Western Union Company is a financial services and communications company based in the United States. On the market was placed about 765 million of ordinary shares of the company. On the first day trading on the exchange the company's shares rose by 3.3% and the cost was $ 19.96.