NEW YORK (AP) — Facebook (NASDAQ:FB) is rolling out a feature in the U.S. that lets users pay to promote their posts to friends, just as advertisers do.

Facebook has been testing the service in New Zealand, where it tries out a lot of new features, and has gradually introduced it in more than 20 other countries.

Facebook says promoting a post will bump it higher in your friends' news feeds.

The company has long declared on its front page that it's "free and always will be." And it still is — unless you want more friends to see what you have to say.

The Motley Fool owns shares of Facebook and has the following options: long JAN 2014 $20.00 calls on Facebook. Motley Fool newsletter services recommend Facebook. Try any of our Foolish newsletter services free for 30 days. We Fools may not all hold the same opinions, but we all believe that considering a diverse range of insights makes us better investors. The Motley Fool has a disclosure policy.