When data deletion is enabled, certain customer identifiers are handled automatically, while others require you to explicitly mark them as personally identifiable information. Once a field is marked, the same masking behaviour is applied consistently across Member Care and API responses.

Understanding what data is deleted and retained

When a deletion request is executed, the system removes sensitive customer information while retaining certain non-personally identifiable information (non-PII) data.

Deleted data	Non-deletion data
First name and last name	User ID
Identifiers such as mobile, e-mail, and external id	Transactions (but transaction custom/extended fields can be configured to be deleted). See Classifying custom field, extended field and payment attribute data as PII data
Customer custom and extended fields. This is configurable. See Classifying custom field, extended field and payment attribute data as PII data	Communications data
Payment mode attributes against a transaction	Payment mode (Card, UPI, BNPL) details used for the transaction. But the attributes can be deleted. See Configuring data that need not be deleted.
V1 and V2 profile identifiers	PII data in the promo engine or on the OTA (Over The Air) side
V1 and V2 profile comm channels	Coupons/promotions/gift vouchers and all benefits
Identifiers/login details in the auth engine	Behavioural events
Card custom fields and card extended fields. See Configuring data that need not be deleted.	Points data (will still be attributed to User ID)
Search database (solr/ES)	Supplementary and coalition memberships
Identifier change logs	Targets and Member care profiles - If you have the profile URL, you can access the profile; however, the page displays a message indicating that the customer has been deleted.
Identifiers that are kept in the change requests log are set to null	User group dependencies and associations. Deleted customers remain part of groups/companies unless explicitly removed from groups (User ID remains)
Customer data audit logs	PII captured in leads data
_	Any other details not mentioned under Deleted data.

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Note
In Databricks, deleted customers must be explicitly excluded in queries to ensure accurate reporting.