WoW: Faction Change Service Goes Live

World of Warcraft players dissatisfied with their 'toon's faction now have the opportunity to switch sides thanks to a new Blizzard service. Grab a few details below:

What is the Faction Change service?

Our Faction Change service is designed to allow existing characters the opportunity to change their designated faction (from Horde to Alliance or Alliance to Horde).

How do I begin the Faction Change process?

To begin the Faction Change process, please visit the Account Management page, select the Faction Change option, and carefully follow the instructions provided.

How much does this service cost?

Each Faction Change costs $30.00 USD (not including applicable taxes). This covers a single Faction Change for a single character.

There's more to read on the Faction Change FAQ linked above.