Today Blizzard announced a new premium service to allow users to change their characters' names:
"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."
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