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Daniel Eckert, Wal Mart's senior vice president of services, said that the move into the money transfer business gained momentum after company officials heard complaints from customers about high fees elsewhere. He acknowledged in a conference call Thursday that the program could bring more customers into stores, but he insisted that the goal is to offer shoppers more financial choices.

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Customers can transfer up to $50 for a $4.50 service fee and up to $900 for $9.50.

Western Union noted that people have the flexibility to send money in minutes or next day from a retail agent location or online and they can also send money directly into a bank account. domestic money transfer space, having offered a fee of $5 for $50 since 2009," Western Union added.

Shares of money transfer companies MoneyGram and Western Union slid Thursday. Financial markets were closed Friday in observance of Good Friday.

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Customers walk into and out of a Wal Mart store in Methuen in this 2012 file photo. Wal Mart Stores Inc.

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Wal Mart is aggressively trying to increase foot traffic in its stores after seeing comparable store sales decline for four Black Rolex Daytona Price

consecutive quarters.

According to a 2011 study conducted by the Federal Deposit Insurance Corp., 29 percent of American households do not have a savings account, while about 10 percent do not have a checking account.

It's a huge footprint that could reshape that industry and is likely to set off a pricing battle.

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Prada Tote Blue

Wal Mart's announcement is the latest way it's acting more like a bank. About a decade ago, Wal Mart applied unsuccessfully for an industrial bank charter. Those efforts were blocked even though the retailer vowed it would not open retail branches but wanted to use its bank to process card transactions. In 2007, it abandoned those plans, but it has been creating an expanding menu of financial offerings for customers, aimed particularly at those with limited access to banks. Wal Mart already offers prepaid cards, check cashing services and tax preparation services.

is its single largest corporate customer, but has been decreasing as a percentage of its revenue for the past five years.

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Shares of MoneyGram International Inc., which Black Rolex Submariner

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Comparable services elsewhere cost up to $70 when transferring less than $1,000, according to Wal Mart.

"Walmart 2 Walmart brings new competition and transparent, everyday low prices to a market that has become complicated and costly for our customers," Eckert said.

could get hit the hardest, fell 18 percent to close at $14.81. MoneyGram is the company that currently provides money transfers to Wal Mart. The stock of Western Union Co., its rival, fell 5 percent to $15.25. location in response to Wal Mart's actions, MoneyGram said in an emailed statement. It said Wal Mart Rolex Oyster Perpetual Date Yacht Master Price

The Walmart Prada Tote Blue 2 Walmart service may help stem that trend, giving customers just one more reason to spend more time inside Wal Mart.

Western Union on its website puts the price of transferring $900 in New York between $20, if using a bank account, to $85 if using a credit or debit card.

´╗┐Mart jumps into the money

In a statement emailed to The Associated Press, Western Union said: "Our retail product and service offerings today are already quite diverse."

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Prada Tote Blue

The world's largest retailer introduced a new money transfer service Thursday that it says will cut fees for its low income customers by up to 50 percent compared with similar services elsewhere. The Walmart 2 Walmart service is being rolled out in partnership with Ria Money Transfer, a subsidiary of Euronet Worldwide Inc.

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