Zeolite is mostly a marketing item. Nothing wrong with it but I would buy 'sharp sand' if it's available at a cheaper price. I've been given bags of zeolite and see no difference from my plants grown in the same parts mixture of sharp sand.

This is personal preference but I don't like the look of zeolite in my troughs. It's a bit too artificial looking.

As stated I don't have any problems with zeolite. I just don't find any benefits over sand.

Zeolite as a potting Media

Looks like an old threat here. Quickly, blend in about 15% into soil or potting media by weight. Natural zeolite holds between 20 -35% moisture by weight.
Has a high cation exchange capacity or in other words a high nutrient holding capacity which it will exchange back to plants. The benefit here is as a holder of fertiliser and reduces nutrient leaching.
It is not a fertiliser and should be considered empty of nutrient. Some sources of natural zeolite are hard and can substitute for sand and other a soft and chalky where you will still need sand for texture. Colours range from white, pale salmon pink and pale green depending on original ore deposit.

hmmmm, there are some interesting reports using zeolite in phyto-remediation projects - still in infancy but also using it to counteract syndromes such as rose replant sickness. A fascinating substance.

I find it strange that Zeolite is used in gardens. I say that because as an aircraft mechanic I work with systems that create nitrogen using zeolite. When we encounter a zeolite spill we have to evacuate and wear full hazmat gear to clean it up. I'm not sure if maybe we're just using a different form of it or what, but it seems like something I wouldn't want to put any where near my yard.