I would think it would be cross server, but I wonder if they'll have something that would permit people from different servers to automatically be grouped together by using the Group Finder. Just in case you hit it off and enjoy playing together, why let being on different servers stop you? I know there are strong feelings on both sides on this, usually, though. I say the more options, the better.
Also, for those that are having trouble finding people that play the game at the same times as you, check my sig for info on a project I'm putting together. It should be available soon. I hope it helps in this exact situation.
-DZ