A Guild Leader is a player character who is the head of a guild. They have administrative control of the guild's operations (via "Guild Control" button on the Guild list window), including giving ranks, privileges, setting permissions to the guild bank, adding/removing guild members, etc.
Characters who are Guild Leaders cannot be deleted or transferred to another server, leadership must be transferred to another character within the guild (see below), or the guild disbanded first.
Guild Leaders are also referred to as Guild Masters or GMs for short, which sometimes gets confused with Blizzard's Game Masters.
While there can only be one Guild Leader ranked character within a guild, a Guild Leader can transfer leadership to another character for their guild: the in-game command to do this is /gleader <character name>. Contrary to signing the guild charter, it is possible to change leadership to an Alt belonging to the same account as the Guild Leader.
Inactive Guild Leader replacementThis section concerns content exclusive to Cataclysm.
- Main article: Guild Dethrone
An absent Guild Leader can be replaced by an active guild member via a game mechanism, if they are absent for too long.