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At the end of October 2007, Blizzard Entertainment came up with the Paid Name Change Service. The Paid Name Change feature allows you to change the names of characters on any realm of an account where you are the original registered owner, subject to certain restrictions. The cost of each paid name change is $10 / €8 / £6 / ₩10,000.
Initially, there was a 6 month cooldown between name changes. In late February 2008, the cooldown was reduced to 1 month.