In the early forties of the 20th century, Western Union has used the first time a commercial intercity microwave transmission system. 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. Leaving the idea of expansion into Europe, Western Union took up the expansion of services in the U.S. market. Another invention of Western Union - time synchronization. In 1995, First Financial Management was acquired by First Data Corp. (the deal amounted to $ 7 billion), and Western Union Financial Services became a subsidiary of First Data. Money transfer is a matter of minutes, at any distance. 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. Number of active holders of "Golden Card" of Western Union amounted to 9.5 million people worldwide.