Announcing data masking (Advanced Data Privacy and Protection add-on)

Announced on | Rollout starts | Rollout ends
November 5, 2025 | November 5, 2025 | November 18, 2025

We're excited to announce the launch of data masking to customers with the Advanced Data Privacy and Protection add-on.

Data masking lets you hide personally identifiable information (PII) such as names, emails, and phone numbers, from agents in custom roles. It helps protect sensitive data and supports compliance with regulations like GDPR. While the underlying data remains unchanged in the database, masked agents see only the information they need, reducing the risk of unauthorized access.

This announcement includes the following topics:

What's changing and why?

What do I need to do?

What's changing and why?

Data masking lets you hide personally identifiable information (PII) from agents in custom roles across Support, Guide, and Admin Center. Masked data remains in the database but is only visible to agents who need access, reducing unnecessary exposure of PII.

Data masking is an enhancement to Zendesk’s existing data privacy controls. While sensitive information is stored unchanged, this feature gives admins more granular control over who can view PII, helping to meet regulatory requirements such as GDPR and supporting the principle of least privilege. This feature is currently available to Advanced Data Privacy and Protection (ADPP) customers.

What do I need to do?

If you have our Advanced Data Privacy and Protection add-on, you can activate data masking in Admin Center. See Turning on and configuring data masking for more information.

If you have feedback or questions related to this announcement, visit our community forum where we collect and manage customer product feedback. For general assistance with your Zendesk products, contact Zendesk Customer Support.