NEW YORK: Facebook Inc. said it would launch a service that will let advertisers pay for ads only when a user scrolls through the ad from top to bottom on its news feed.

The new service, called “100 percent in-view impressions,” will include text, photo, link and video ads, the company said in a blog post.

Facebook also said it was partnering with Moat, an ad analytics company, which would verify video ad metrics on Facebook.com to give advertisers details on the performance of their video campaigns.

Facebook users, meanwhile, took to the social media site to react to the company’s decision to test what CEO Mark Zuckerberg called a “dislike button” — and not everyone liked the idea.

In a town hall-style question and answer session, Zuckerberg took questions from users about topics ranging from virtual reality to his wife’s pregnancy. Yet most Facebook users fixated on his announcement that the 1.5-billion user social network was working on adding a button other than “like.”

Users flooded Zuckerberg’s official Facebook page with nearly 3,000 comments largely about the dislike option. While some said they would use Facebook more if the button were introduced, others said it would lead to cyberbullying and more negativity on the site.

“Please don’t put a dislike button, as much as there is times I would love it, would much rather express my thoughts in words to be completely direct on my opinion,” said user Andrea Robichaud.

Users have been asking for a dislike button for several years, Zuckerberg said, though it may not necessarily be named dislike or be represented with a thumbs down. He added that the company was preparing to test a version of the button.

“Not every moment is a good moment,” Zuckerberg said.

The button’s aim, he said, would be to express empathy on posts that may reference topics where “like” is not the appropriate response, such as the refugee crisis or the death of a loved one.

Some users offered alternative suggestions that they thought would minimize harassment on the site, such as adding a “sympathy” button instead or allowing users to opt out of the “dislike” button on their posts.

Others took a more humorous approach. Vince Vogel suggested Facebook offer “public smile, private smile, private frown and public frown” instead of like and dislike.

Analysts are not expecting a huge financial payoff if the company goes forward, and Facebook shares rose slightly Wednesday on the first full trading session after the announcement, up 0.5 percent to around $93.40.