You can add players to the friend list by clicking "Add" and typing their name into the box that appears. Alternatively, you can also add players to your friend list by right-clicking on their character portrait and selecting the "Add to friend list" option. Players that are on your friend list will have their level and location listed and you will be notified when they log in and out.
You can add players to the ignore list by clicking "Add" and typing their name into the box that appears. You will not be able to see any messages that are sent by players on your ignore list.
The guild list shows a list of all of your guild members as well as their level and location. Additionally, the rank of each guild member is also shown. The lower the number the higher rank the rank a player is. The guild info displays your guild's information as well as your guild's message of the day.