How exactly does that work?

They zap you and hope you see it and think "who is this account? Let me look at their profile..."?

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Kinda yeah... They zap you and put their ad in the message. It's concise. The one I've received most is for a video service. Cool. Though Nostr is 4 years old it's still very very new and the silo of influence is strong so breaking in without ads or connections is tough. A 21sat zapvertisement is a cheap way to get your message seen and maybe build a platform on the protocol.

Ah so it's in the note of the lightning transaction. That wouldn't work very well on me since the only notification I get when someone zaps me is in Amethyst, which doesn't display the lightning note.

What wallet do you use? I see it using Amethyst when I look at my Wallet of Satoshi. Looks like this (received twice):

If I open my wallet I can see the notes but that's just it, I don't open my wallet.

I just send zaps directly from Amethyst and on the notifications pane, I see when I've been zapped, by whom, related to which note, and the amount, but no lightning transaction message.

You can double click on the zap button to add the message :)

And I was wrong. It does show me zap messages. I just thought it was the friendly name (which, in my defense, frequently does match).