As relatively few telegram recipients had telephones, most telegrams, including singing telegrams, were first delivered in person. The popularization of the telephone in the 1960s reduced telegrams in general. By 1972, Western Union was receiving a small number of requests for singing telegrams and was seeking regulatory approval on a state-by-state basis to eliminate the offering. Western Union suspended its singing telegram service in 1974, but independent singing telegram companies, specializing in often costumed personal delivery of gift messages, have kept up the tradition.