This page contains the policies that are applicable when using Customer Profiles.
 
## Data retention policy
 
When you use Infobip's services, we collect and process personal data. We also keep the data that you store in databases and repositories such as Customer Profiles and Knowledge Base.
 
Example: Mobile phone number, channel-specific unique IDs, email address of the person you contact, and the content of the communication that you send or receive.
 
### Data retention and deletion [#data-retention-deletion-data-retention]
 
It is important to make sure that the personal data, which we process on your behalf, is **deleted** after an appropriate time.
 
We take into consideration your:
 
- **Business needs**
- **Applicable legal requirements**
 
Unless otherwise agreed with you, we will implement **default retention rules** to make sure that your data is not kept longer than necessary.
 
### Default retention period [#default-retention-period-data-retention]
 
| Data | Details | Trigger for deletion | Default retention period after deletion is triggered |
| --- | --- | --- | --- |
| Customer Profiles events | For more information, refer to [Data retention for events](https://www.infobip.com/docs/customer-profiles/events/data-retention-for-events). | Date the event was created | 6 months |
 
### Custom retention [#custom-retention-data-retention]
 
To change the default retention period, contact [Support](mailto:support@infobip.com) or your Infobip account manager.
 
There are no charges to decrease the retention period. You will be charged a fee to increase the period.
 
### Long-term retention [#long-term-retention-data-retention]
 
The following data is retained while Infobip services are actively used:
 
- All end user records in Customer Profiles
- Other account-level settings
 
The data is deleted only either on **contract termination** or **after 18 months** of account inactivity.
 
### Frequency of deletion [#frequency-of-deletion-data-retention]
 
**Once a day**, Infobip checks whether any data needs to be deleted based on the default/custom retention period, and deletes the relevant data.
 
Important
Deleted data is **not** recoverable.
 
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