Twitter is launching a new feature involving “promoted tweets” which will be seen at the top of users’ feeds. This service is payable as a way for people to get the newest news from the businesses and companies which they follow but this service has also been designed to make profits for Twitter and could estrange users.

Twitter is testing out the feature with a “select group of partners” which includes Best Western, Dell, Gatorade, Groupon, HBO and JetBlue. Charitable trusts like Make-A-Wish Foundation, Room to Read and The American Red Cross will also get an opportunity to try out this new service.

The Financial Times says that the approach is intended to produce ad revenue by ultimately selling Timely Tweets to businesses who desire to accomplish potential customers. The risk is that this approach will displease users by filling their Twitter feeds with ads.

ZD Net notes that Twitter is likely trying to moderate a potential backlash by allowing a feature that permits users to get relieve of the Promoted Tweet from the time line with a single click.