Personally Identifiable Information (PII)

What is PII?

PII or Personally Identifiable Information is a legal term related to information security. PII is information that can be used by organizations on its own or with other information to identify, contact, or locate a user or person of interest. The concept of the PII determines which data to store, process, manage and display that identifies users.

The following information qualifies as PII, as they uniquely identify a user - full name (if uncommon),  email id, mobile number ID number, address, passport details, login name or screen name, etc.

There are quasi-identifiers that when used with other information, can be used to identify a user. For example, ZIP code, date of birth, and gender can uniquely identify a person 87% of the time in the US, according to a US governmental study. Pseudo identifiers may or may not be considered PII under the law of the land.

Handling PII in MoEngage

MoEngage allows you to handle PII using the following approaches:

PII Masking

MoEngage lets you mark attributes as PII and then mask them to ensure security. You can read more about PII Masking here.

PII Tokenized Sending

To ensure complete anonymity for users, MoEngage enables tokenized sending where the PII data is fetched at run time. Thus, this data is not stored at MoEngage. You can read more about PII Tokenized Sending here.


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