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Some customer data shouldn’t reach an AI agent or every person on your team: a tax ID, the last digits of a card, a home address. In Boom you mark those fields Hidden. The value stays stored and keeps working, but agents read [redacted] in its place and teammates without access see a Hidden lock. Nothing is hidden until you hide it.
Sensitive data is turned on per workspace. Ask Boom to enable it for yours. Until then, the settings page doesn’t appear and the API answers sensitive_data_unavailable when you try to hide a field.
Looking for how to keep parts of your own app out of what the web widget’s in-app expert reads? That’s a different feature: Protecting sensitive data.

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Hide a field

  1. Go to Settings › Sensitive data.
  2. Find the field. The page has three sections:
    • Built-in fields: email, phone number, first name and last name, the contact fields every person has.
    • People attributes: extra fields from your integrations and imports. Search by key, or filter by Hidden or Looks personal.
    • Custom objects: fields on records like orders, policies or accounts.
  3. Turn on its switch. The field is hidden right away; there’s nothing to save.
To show a field again, turn its switch off. Boom asks you to confirm, because agents and teammates without access can read it again from their next message. External ID can’t be hidden. Boom uses it to match people across your systems.

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Hide the copies too

Hiding a built-in field doesn’t hide an attribute that holds the same data, such as an email attribute next to the built-in email. When you hide a built-in, Boom lists attributes that look like copies of it. Choose Hide these too to hide them in one step, or Not now to leave them visible. New attributes from a sync start visible, and a sync never changes what you’ve hidden.

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Who can change it

Only Owners and Admins can hide or show fields. Other roles that can open settings see the page read-only.

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What your agents see

Every AI agent in Boom (the agent in your conversations, voice calls, the in-app assistant, and AI tools connected over MCP) gets [redacted] in place of a hidden value. The agent knows the field exists, so it never asks the customer to repeat it and never tries to guess it. If it needs the value, it escalates to your team. One exception: in a conversation, the agent still knows the name of the person it’s talking to, so it can greet them. Hiding names hides them everywhere else, including when an agent looks up or reads about other customers. An agent also can’t work out a hidden value indirectly. If it tries to filter, group or list the distinct values of a hidden field, Boom refuses. First and last name are hidden separately. Hide only the last name and agents see Ana [redacted]. A stored full name Boom can’t split safely, such as a WhatsApp profile name, is hidden whole.

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What your teammates see

You can see the full list on Settings › Organization › Roles, in the Sensitive data (hidden fields) row. With only the last name hidden, teammates without access see “Ana” with a Hidden lock next to it. This includes the drawer for a single run: its header, the run’s stored data on the Data tab (including computed attributes built from a hidden field) and the details of each step on the Activity tab. A customer reply quoted on the Activity tab is part of the conversation and stays visible, like the conversation itself.

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In the inbox

The same rules apply to the conversation list, the conversation header, and the customer panel for teammates without access:
  • Name: a hidden last name shows “Ana” with the lock. A fully hidden name shows the customer’s phone or email instead, if those are visible, or the lock.
  • Phone in the conversation list and header: only the last four digits are shown, for example •••• 0100, so your team can still tell conversations apart. In the customer panel, a hidden phone shows the lock.
  • Email in the customer panel: the lock.
  • Extra contact info added to a customer (a second phone or email) follows the same setting as the customer’s own phone or email.
  • Search still finds a conversation by a hidden name or number, but the results show it hidden. Because search still matches, a teammate can confirm a guess: typing a number they suspect and seeing the conversation come up, or comparing it with the last four digits shown, tells them they were right.
  • Notifications for new messages show the hidden name the same way.
  • Settings › Logs and Agent Studio show message recipients and customers the same way.
  • A customer name that is really an email address or phone number (for example from a guest checkout) is hidden along with that email or phone.
Message content stays as written. Hiding a field never changes the text of a message: neither what customers write nor what is sent to them (AI replies, templates, and your teammates’ messages). If a message contains a hidden value, teammates can read it in the conversation. Replying and sending templates keep working. If a template variable is filled in from a hidden field, the inbox shows it as hidden while you prepare the message, and Boom sends the real value. The sent message then shows what was sent, like any other message text.

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What keeps working

Hiding a field changes who can read it, not how Boom uses it.
  • Segments you build in the dashboard can still filter on hidden fields.
  • Journeys can still send a hidden field in a message. The builder warns you, because sending it puts the value somewhere new:
    • SENSITIVE_FIELD_SENT: a message (WhatsApp, SMS, email, Instagram, Messenger) puts the value in the conversation, where the agent and inbox users can read it.
    • SENSITIVE_FIELD_SENT_EXTERNAL: an HTTP request sends it to an external URL.
    • SENSITIVE_FIELD_MAPPED: a route-to-initiative step copies it into another initiative’s context.
    These are warnings only. They never block publishing.

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Exports

  • A segment CSV export by someone who can’t see hidden values is refused with hidden_fields while any built-in field is hidden.
  • Initiative participant exports write [redacted] in place of a hidden name or phone for people without access.

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Hide fields with the API or MCP

You can also hide fields with the REST API (GET and POST /api/v1/cdp/sensitive-fields) or from an AI tool connected over MCP. An AI tool can only hide a field, never show one again. See Sensitive fields for the request format and the full reference.

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Not covered yet

A few screens still show the real value to teammates who can open them:
  • An initiative’s Contacts tab.
  • Pending enrollment requests in the agent tester’s Run as picker.
  • Computed segment columns whose formula reads a hidden field.
  • The inbox’s New message contact picker.
  • The caller’s name when an incoming WhatsApp call rings.
  • A customer’s Instagram @username in the inbox customer panel.
  • Message text, in either direction: messages stay as written, including a template variable filled in from a hidden field.
For what an agent can still see, such as the values typed into an existing segment filter, see Known limitations.