The Faction Change service is finally live [only] in US Servers, and players can access their WoW account page to start the process.  Blizzard released a very lengthy 2-pages FAQ section to answer most of the questions that may come by in your mind, so make sure to browse through those first hand before deciding to change your faction.  Good luck.

Blizzard Quote:
The new World of Warcraft Faction Change service is now live. As we mentioned previously,  we

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