HTC has begun to roll out an update to the BlinkFeed app that will test the displaying of promotions to users in some markets, including the U.S., U.K., Germany, Taiwan, and China. If you’re a BlinkFeed user located in one of the markets named above, you’ll begin to see "a limited number" of relevant promotions of sponsored apps from HTC's AdNetworks partners such as Yahoo, Twitter, and Appia, as well as HTC auto promotions for new accessories or devices.

Because these are native ads, they will appear like a typical BlinkFeed post rather than as a pop-up or banner ad.

HTC said ot would be implementing a way for users to opt out of receiving these promotions.

The company added that that roll-out is a pilot, so it didn't say when or if those promotions would be rolled out to additional markets.

Many HTC customers are opposed to the change. Several users posted to HTC's blog post, complaining.

BlinkFeed debuted back in 2013 as a software feature found on HTC phones. It works as a scrolling news and social media feed that can sit on the handset's home screen. Users can customize the information sources displayed.

HTC has been struggling, amid competition with Apple, Samsung and emerging Chinese smartphones vendors.