Were you looking for the Guild name change service?

The Character name change service (called just "Name Change" by Blizzard or "Paid Character Name Change") was introduced in late October 2007 and is part of Character Services support. It allows a player to make a one-time change to the name of a player character for a one time fee of US$10 or €8 (£6). The target character must be at least level 10. There is a 3 day cooldown until another name change can occur and the old name is locked and prevented from being taken on the realm for 90 days.[1] Not surprisingly, a name already in use cannot be the new name and the new name must comply with the World of Warcraft Naming Policy.

Paid Character Name Changes Are Here- Updated | 2007-10-30 06:49 | Bornakk
Paid Character Name Changes Now Available

We're happy to announce that through the wonders of modern gnomish engineering, you are now able to change your characters' names. Finally, you can turn the moniker that seemed like a good idea at the time into something more befitting your true standing in World of Warcraft.

Visit Account Management (https://www.worldofwarcraft.com/account/ ) to begin the paid character-name-change process. The fee is $10 per name change. As with our recent addition of voice chat to the game, this feature is being rolled out across all realms in several phases.

Update: Paid character name changes are now available on all realms.

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