For those of you who CAN'T FIND FRIENDS...I had this same issue UNTIL I figured out that I hadn't downloaded the "Origins Client" which is an enhanced version of the website that you need to actually add Friends.
So, go to www.ea.com/profile/login. This brings you to the EA Origns Customer Portal. Log-in if you are not already auto logged-in. After log-in, you will see in the top right hand corner...a button/link that says "Download Origin". THIS IS WHAT YOU NEED TO FIND FRIENDS! Once you've downloaded/installed the Origins Client app (you can select that the OC app becomes desktop icon, etc for ease of use),then open the OC (by clicking icon on your desktop if you created shortcut....or it should launch automatically if you "allowed" that option).
You are now in the Origins Client. On the top right hand side, you will see a box two faces, one slightly behind the other, with a number next to the faces. This is the FRIENDS button/link. Click it...and a it prompts a new box to pop open called FRIENDS. On the bottom left hand side of the newly prompted FRIENDS box, there is a button/link "+ Add A Friend". Click that....which will trigger a new prompt box...with options to Import Friends or Search for Friends. If you are trying to LINK your XBOX GamerTag or PlayStation, you want the IMPORT function. Plug in your Gamer Tag or PSN in the appropriate box, and it might work!
It didn't for me...got the ERROR message that my XBox Gamer Tag was ALREADY linked to an Origins account (which of course it's not...and as some of you have previously written, it's an EA glitch). Soooooooooo...WHAT DO YOU DO THEN YOU MAY ASK???
Now...you have to contact EA Help aka Customer Service and speak to a Game Advisor...and the only way to do that is through EA's Help website's Online Chat feature. In a separate tab in your internet browser, go to website... help.ea.com/en/origin/origins. Log in using your Origins account. Select a "Topic" from the drop down menu..under "For Best Results, Select A Topic..." (I think I picked...General Tecnical Support...which you'll note changes the offered HELP topics at the bottom of the page...one of them should now be..."Linking Your Origin ID to your Gamertag or PSN..." which you can click for additiona information...which will give you a brief blurb and an option to click "More...". Clicking "More..." may shed some additional light on your situation, but isn't really gonna help you. Instead of clicking "More.." just scroll down to the bottom of the webpage, where you should see a big orange box/button/like labeled CONTACT US. Click it. CONGRATULATIONS! You've just triggered a Case ID attached to your Origins account. Note the Reference code aka Case ID for future reference. You can click the option for Online Chat if you can wait 30 - 40 minutes for an EA Game Advisor to come online with you...or simply email your question and they SHOULD call you back eventually. I chose the Chat Option and after providing my email addresses and Gamer Tag to the Game Advisor, was advised that a "Specialist" is needed to actually do the "persona" transfer...and Specialists are only available during business hours. The Game Advisor noted all my info in connection with the Case ID so wasn't a complete waste of time. Sooo...not done yet, but light at the end of the tunnel.
Takeaway: Contact the EA Help during business hours through website and after requesting a persona transfer from a Game Adivsor, a Specialist will work with you and GA to get this done.
DISCLAIMER: I'm not that tech savy and took me a bit to figure this out...so felt the need to obnoxiously list all steps, b/c it was confusing for me to recreate my steps AND I'M THE ONE WHO DID IT (LOL) so hope it works for you..but if not, DON'T HATE ME and GOOD LUCK. 🙂 (Also, websites may be slightly different if outside USA).