It is a name of Allah. The great researcher of ISM-E-AZAM wrote that this is the most precious one. It is the first of the all. If someone recites this name 29 times, the fire of hell will be forbidden for him and his heart will be calmer. Muhammad (PBUH) said once, if a person keep fast on Thursday and take water from a chines glass by saying LA ILAHA ILALLAH then he will be cured from NISIYAN. It’s a great protector from enemies. Say 100 times YALLAH YAHOO, all the genies and other creatures will come as your slaves.