Blizzard has announced that players can now pay $10 to change their BattleTag name, the unique identifier for each player's account. BattleTag names do not have to be unique as each will be followed by a hashtag and series of numbers to create the one-of-a-kind name. The change does nothing to a friends' list with others immediately be able to see the new name.
Players have always had the ability for a free one-time BattleTag name change, but the new service offers additional opportunities to change names as well.
Read the FAQ on BattleNet or visit the Blizzard Shop to get started.