ENGLEWOOD, Colo. (AP) -- Money transfer agent The Western Union Co. said Wednesday it will implement new rules on sending money to Cuba.

The new rules allow people in the U.S. to send money to "close relatives" in Cuba, including aunts, uncles, cousins and second cousins who are Cuban nationals.

The rules also remove the limit on the total amount and frequency of money sent to Cuba.

The Englewood, Colo.-based company said the rules were issued by the U.S. Department of Treasury Office of Foreign Assets Control.

Western Union has been providing money transfer services from the U.S. to Cuba since 1999, in accordance with OFAC laws. Western Union currently has 3,000 locations authorized to send Western Union money transfers from the U.S. to Cuba, and more than 100 Agent locations in Cuba.

Shares of Western Union rose 11 cents to $18.31 during afternoon trading.