Western Union Co. is making a play for share in the growing prepaid market by offering reloadable debit cards to some members of its existing rewards program.

The Englewood, Colo., remittance company said Wednesday that it would selectively offer prepaid cards to the 8 million people who already participate in its "Gold Card" loyalty program in the United States. In doing so, executives said, Western Union intends to "become a major player with prepaid in the United States."

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