https://blogmedia.dealerfire.com/wp-content/uploads/sites/56...
Satellite radio had this capability very early, and HD Radio seems to want to keep up with that.
The data itself is sent on a sideband data channel that rides along with the traditional FM channel. Lots of links to read up starting here: https://www.sigidwiki.com/wiki/HD_Radio_(FM)
The signal specification can be read here: https://www.sigidwiki.com/images/f/f6/HD_Radio_FM.pdf