diff --git a/app/actions/contact_identify_action.rb b/app/actions/contact_identify_action.rb
index 75af71a1f..ff8efd3b5 100644
--- a/app/actions/contact_identify_action.rb
+++ b/app/actions/contact_identify_action.rb
@@ -33,7 +33,8 @@ class ContactIdentifyAction
   end
 
   def update_contact
-    @contact.update!(params.slice(:name, :email, :identifier))
+    custom_attributes = params[:custom_attributes] ? @contact.custom_attributes.merge(params[:custom_attributes]) : @contact.custom_attributes
+    @contact.update!(params.slice(:name, :email, :identifier).merge({ custom_attributes: custom_attributes }))
     ContactAvatarJob.perform_later(@contact, params[:avatar_url]) if params[:avatar_url].present?
   end
 
diff --git a/app/controllers/api/v1/accounts/contacts_controller.rb b/app/controllers/api/v1/accounts/contacts_controller.rb
index eef50ef11..580ba799d 100644
--- a/app/controllers/api/v1/accounts/contacts_controller.rb
+++ b/app/controllers/api/v1/accounts/contacts_controller.rb
@@ -12,14 +12,14 @@ class Api::V1::Accounts::ContactsController < Api::V1::Accounts::BaseController
 
   def create
     ActiveRecord::Base.transaction do
-      @contact = Current.account.contacts.new(contact_create_params)
+      @contact = Current.account.contacts.new(contact_params)
       @contact.save!
       @contact_inbox = build_contact_inbox
     end
   end
 
   def update
-    @contact.update!(contact_params)
+    @contact.update!(contact_update_params)
   end
 
   def search
@@ -43,14 +43,21 @@ class Api::V1::Accounts::ContactsController < Api::V1::Accounts::BaseController
   end
 
   def contact_params
-    params.require(:contact).permit(:name, :email, :phone_number)
+    params.require(:contact).permit(:name, :email, :phone_number, custom_attributes: {})
+  end
+
+  def contact_custom_attributes
+    return @contact.custom_attributes.merge(contact_params[:custom_attributes]) if contact_params[:custom_attributes]
+
+    @contact.custom_attributes
+  end
+
+  def contact_update_params
+    # we want the merged custom attributes not the original one
+    contact_params.except(:custom_attributes).merge({ custom_attributes: contact_custom_attributes })
   end
 
   def fetch_contact
     @contact = Current.account.contacts.find(params[:id])
   end
-
-  def contact_create_params
-    params.require(:contact).permit(:name, :email, :phone_number)
-  end
 end
diff --git a/app/controllers/api/v1/widget/contacts_controller.rb b/app/controllers/api/v1/widget/contacts_controller.rb
index 2a2b184fb..b58d26373 100644
--- a/app/controllers/api/v1/widget/contacts_controller.rb
+++ b/app/controllers/api/v1/widget/contacts_controller.rb
@@ -10,6 +10,6 @@ class Api::V1::Widget::ContactsController < Api::V1::Widget::BaseController
   private
 
   def permitted_params
-    params.permit(:website_token, :identifier, :email, :name, :avatar_url)
+    params.permit(:website_token, :identifier, :email, :name, :avatar_url, custom_attributes: {})
   end
 end
diff --git a/app/javascript/dashboard/i18n/locale/en/contact.json b/app/javascript/dashboard/i18n/locale/en/contact.json
index 87c9256c2..d13ade2be 100644
--- a/app/javascript/dashboard/i18n/locale/en/contact.json
+++ b/app/javascript/dashboard/i18n/locale/en/contact.json
@@ -9,6 +9,9 @@
       "NO_RECORDS_FOUND": "There are no previous conversations associated to this contact.",
       "TITLE": "Previous Conversations"
     },
+    "CUSTOM_ATTRIBUTES": {
+      "TITLE": "Custom Attributes"
+    },
     "LABELS": {
       "TITLE": "Conversation Labels",
       "MODAL": {
diff --git a/app/javascript/dashboard/routes/dashboard/conversation/ContactCustomAttributes.vue b/app/javascript/dashboard/routes/dashboard/conversation/ContactCustomAttributes.vue
new file mode 100644
index 000000000..98c1775e8
--- /dev/null
+++ b/app/javascript/dashboard/routes/dashboard/conversation/ContactCustomAttributes.vue
@@ -0,0 +1,59 @@
+<template>
+  <div class="custom-attributes--panel">
+    <contact-details-item
+      :title="$t('CONTACT_PANEL.CUSTOM_ATTRIBUTES.TITLE')"
+      icon="ion-code"
+    />
+    <div
+      v-for="attribute in listOfAttributes"
+      :key="attribute"
+      class="custom-attribute--row"
+    >
+      <div class="custom-attribute--row__attribute">
+        {{ attribute }}
+      </div>
+      <div>
+        {{ customAttributes[attribute] }}
+      </div>
+    </div>
+  </div>
+</template>
+
+<script>
+import ContactDetailsItem from './ContactDetailsItem.vue';
+
+export default {
+  components: {
+    ContactDetailsItem,
+  },
+  props: {
+    customAttributes: {
+      type: Object,
+      default: () => ({}),
+    },
+  },
+  computed: {
+    listOfAttributes() {
+      return Object.keys(this.customAttributes).filter(key => {
+        const value = this.customAttributes[key];
+        return value !== null && value !== undefined && value !== '';
+      });
+    },
+  },
+};
+</script>
+
+<style scoped>
+.custom-attributes--panel {
+  border-top: 1px solid var(--b-100);
+  padding: var(--space-normal);
+}
+
+.custom-attribute--row {
+  margin-bottom: var(--space-small);
+}
+
+.custom-attribute--row__attribute {
+  font-weight: 500;
+}
+</style>
diff --git a/app/javascript/dashboard/routes/dashboard/conversation/ContactDetailsItem.vue b/app/javascript/dashboard/routes/dashboard/conversation/ContactDetailsItem.vue
index fda504c35..75bf0c018 100644
--- a/app/javascript/dashboard/routes/dashboard/conversation/ContactDetailsItem.vue
+++ b/app/javascript/dashboard/routes/dashboard/conversation/ContactDetailsItem.vue
@@ -36,7 +36,7 @@ export default {
 @import '~dashboard/assets/scss/mixins';
 
 .conv-details--item {
-  padding-bottom: $space-normal;
+  padding-bottom: var(--space-slab);
 
   &:last-child {
     padding-bottom: 0;
diff --git a/app/javascript/dashboard/routes/dashboard/conversation/ContactPanel.vue b/app/javascript/dashboard/routes/dashboard/conversation/ContactPanel.vue
index e59d80a49..52e6dc2b2 100644
--- a/app/javascript/dashboard/routes/dashboard/conversation/ContactPanel.vue
+++ b/app/javascript/dashboard/routes/dashboard/conversation/ContactPanel.vue
@@ -84,6 +84,10 @@
         icon="ion-clock"
       />
     </div>
+    <contact-custom-attributes
+      v-if="hasContactAttributes"
+      :custom-attributes="contact.custom_attributes"
+    />
     <conversation-labels :conversation-id="conversationId" />
     <contact-conversations
       v-if="contact.id"
@@ -99,9 +103,11 @@ import Thumbnail from 'dashboard/components/widgets/Thumbnail.vue';
 import ContactConversations from './ContactConversations.vue';
 import ContactDetailsItem from './ContactDetailsItem.vue';
 import ConversationLabels from './labels/LabelBox.vue';
+import ContactCustomAttributes from './ContactCustomAttributes';
 
 export default {
   components: {
+    ContactCustomAttributes,
     ContactConversations,
     ContactDetailsItem,
     ConversationLabels,
@@ -129,6 +135,10 @@ export default {
     additionalAttributes() {
       return this.currentConversationMetaData.additional_attributes || {};
     },
+    hasContactAttributes() {
+      const { custom_attributes: customAttributes } = this.contact;
+      return customAttributes && Object.keys(customAttributes).length;
+    },
     browser() {
       return this.additionalAttributes.browser || {};
     },
diff --git a/app/javascript/packs/sdk.js b/app/javascript/packs/sdk.js
index 9fb4d1976..ea24e7335 100755
--- a/app/javascript/packs/sdk.js
+++ b/app/javascript/packs/sdk.js
@@ -32,6 +32,24 @@ const runSDK = ({ baseUrl, websiteToken }) => {
       }
     },
 
+    setCustomAttributes(customAttributes = {}) {
+      if (!customAttributes || !Object.keys(customAttributes).length) {
+        throw new Error('Custom attributes should have atleast one key');
+      } else {
+        IFrameHelper.sendMessage('set-custom-attributes', { customAttributes });
+      }
+    },
+
+    deleteCustomAttribute(customAttribute = '') {
+      if (!customAttribute) {
+        throw new Error('Custom attribute is required');
+      } else {
+        IFrameHelper.sendMessage('delete-custom-attribute', {
+          customAttribute,
+        });
+      }
+    },
+
     setLabel(label = '') {
       IFrameHelper.sendMessage('set-label', { label });
     },
diff --git a/app/javascript/widget/App.vue b/app/javascript/widget/App.vue
index 45b45fb48..fb865d03e 100755
--- a/app/javascript/widget/App.vue
+++ b/app/javascript/widget/App.vue
@@ -15,8 +15,6 @@
 </template>
 
 <script>
-/* global bus */
-
 import Vue from 'vue';
 import { mapGetters, mapActions } from 'vuex';
 import { setHeader } from 'widget/helpers/axios';
@@ -99,6 +97,15 @@ export default {
         this.$store.dispatch('conversationLabels/destroy', message.label);
       } else if (message.event === 'set-user') {
         this.$store.dispatch('contacts/update', message);
+      } else if (message.event === 'set-custom-attributes') {
+        this.$store.dispatch(
+          'contacts/setCustomAttributes',
+          message.customAttributes
+        );
+      } else if (message.event === 'delete-custom-attribute') {
+        this.$store.dispatch('contacts/setCustomAttributes', {
+          [message.customAttribute]: null,
+        });
       } else if (message.event === 'set-locale') {
         this.setLocale(message.locale);
         this.setBubbleLabel();
diff --git a/app/javascript/widget/api/contacts.js b/app/javascript/widget/api/contacts.js
index 1a8ee5ea6..a72bb4910 100644
--- a/app/javascript/widget/api/contacts.js
+++ b/app/javascript/widget/api/contacts.js
@@ -9,4 +9,9 @@ export default {
       ...userObject,
     });
   },
+  setCustomAttibutes(customAttributes = {}) {
+    return API.patch(buildUrl('widget/contact'), {
+      custom_attributes: customAttributes,
+    });
+  },
 };
diff --git a/app/javascript/widget/store/modules/contacts.js b/app/javascript/widget/store/modules/contacts.js
index 3fa9cc1d9..d50b16f73 100644
--- a/app/javascript/widget/store/modules/contacts.js
+++ b/app/javascript/widget/store/modules/contacts.js
@@ -17,6 +17,13 @@ export const actions = {
       // Ingore error
     }
   },
+  setCustomAttributes: async (_, customAttributes = {}) => {
+    try {
+      await ContactsAPI.setCustomAttibutes(customAttributes);
+    } catch (error) {
+      // Ingore error
+    }
+  },
 };
 
 export default {
diff --git a/app/models/contact.rb b/app/models/contact.rb
index 6433ffcfa..c83fe7ff7 100644
--- a/app/models/contact.rb
+++ b/app/models/contact.rb
@@ -4,6 +4,7 @@
 #
 #  id                    :integer          not null, primary key
 #  additional_attributes :jsonb
+#  custom_attributes     :jsonb
 #  email                 :string
 #  identifier            :string
 #  name                  :string
@@ -68,12 +69,12 @@ class Contact < ApplicationRecord
     }
   end
 
+  private
+
   def downcase_email
     email.downcase! if email.present?
   end
 
-  private
-
   def dispatch_create_event
     Rails.configuration.dispatcher.dispatch(CONTACT_CREATED, Time.zone.now, contact: self)
   end
diff --git a/app/views/api/v1/models/_contact.json.jbuilder b/app/views/api/v1/models/_contact.json.jbuilder
index b1e3b1dcb..154a67da9 100644
--- a/app/views/api/v1/models/_contact.json.jbuilder
+++ b/app/views/api/v1/models/_contact.json.jbuilder
@@ -5,6 +5,7 @@ json.id resource.id
 json.name resource.name
 json.phone_number resource.phone_number
 json.thumbnail resource.avatar_url
+json.custom_attributes resource.custom_attributes
 
 # we only want to output contact inbox when its /contacts endpoints
 if defined?(with_contact_inboxes) && with_contact_inboxes.present?
diff --git a/db/migrate/20200819190629_add_custom_attributes_to_contacts.rb b/db/migrate/20200819190629_add_custom_attributes_to_contacts.rb
new file mode 100644
index 000000000..9fb865885
--- /dev/null
+++ b/db/migrate/20200819190629_add_custom_attributes_to_contacts.rb
@@ -0,0 +1,5 @@
+class AddCustomAttributesToContacts < ActiveRecord::Migration[6.0]
+  def change
+    add_column :contacts, :custom_attributes, :jsonb, default: {}
+  end
+end
diff --git a/db/schema.rb b/db/schema.rb
index 0bd83d85a..68d1b0a73 100644
--- a/db/schema.rb
+++ b/db/schema.rb
@@ -10,7 +10,7 @@
 #
 # It's strongly recommended that you check this file into your version control system.
 
-ActiveRecord::Schema.define(version: 2020_08_02_170002) do
+ActiveRecord::Schema.define(version: 2020_08_19_190629) do
 
   # These are extensions that must be enabled in order to support this database
   enable_extension "pg_stat_statements"
@@ -204,6 +204,7 @@ ActiveRecord::Schema.define(version: 2020_08_02_170002) do
     t.string "pubsub_token"
     t.jsonb "additional_attributes"
     t.string "identifier"
+    t.jsonb "custom_attributes", default: {}
     t.index ["account_id"], name: "index_contacts_on_account_id"
     t.index ["email", "account_id"], name: "uniq_email_per_account_contact", unique: true
     t.index ["identifier", "account_id"], name: "uniq_identifier_per_account_contact", unique: true
diff --git a/docs/channels/website-sdk.md b/docs/channels/website-sdk.md
index 84cd2a12a..ed423e087 100644
--- a/docs/channels/website-sdk.md
+++ b/docs/channels/website-sdk.md
@@ -66,6 +66,31 @@ window.$chatwoot.setUser('identifier_key', {
 
 Make sure that you reset the session when the user logs out of your app.
 
+### Set custom attributes
+
+Inorder to set additional information about the customer you can use customer attributes field.
+
+To set a custom attributes call `setCustomAttributes` as follows
+
+```js
+window.$chatwoot.setCustomAttributes({
+  accountId: 1,
+  pricingPlan: 'paid',
+
+  // You can pass any key value pair here.
+  // Value should either be a string or a number.
+  // You need to flatten nested JSON structure while using this function
+});
+```
+
+You can view these information in the sidepanel of a conversation.
+
+To delete a custom attribute, use `deleteCustomAttribute` as follows
+
+```js
+window.$chatwoot.deleteCustomAttribute('attribute-name');
+```
+
 ### To set language manually
 
 ```js
diff --git a/spec/actions/contact_identify_action_spec.rb b/spec/actions/contact_identify_action_spec.rb
index 6f5ef0220..bb635359f 100644
--- a/spec/actions/contact_identify_action_spec.rb
+++ b/spec/actions/contact_identify_action_spec.rb
@@ -4,14 +4,17 @@ describe ::ContactIdentifyAction do
   subject(:contact_identify) { described_class.new(contact: contact, params: params).perform }
 
   let!(:account) { create(:account) }
-  let!(:contact) { create(:contact, account: account) }
-  let(:params) { { name: 'test', identifier: 'test_id' } }
+  let(:custom_attributes) { { test: 'test', test1: 'test1' } }
+  let!(:contact) { create(:contact, account: account, custom_attributes: custom_attributes) }
+  let(:params) { { name: 'test', identifier: 'test_id', custom_attributes: { test: 'new test', test2: 'test2' } } }
 
   describe '#perform' do
     it 'updates the contact' do
       expect(ContactAvatarJob).not_to receive(:perform_later).with(contact, params[:avatar_url])
       contact_identify
       expect(contact.reload.name).to eq 'test'
+      # custom attributes are merged properly without overwritting existing ones
+      expect(contact.custom_attributes).to eq({ 'test' => 'new test', 'test1' => 'test1', 'test2' => 'test2' })
       expect(contact.reload.identifier).to eq 'test_id'
     end
 
diff --git a/spec/controllers/api/v1/accounts/contacts_controller_spec.rb b/spec/controllers/api/v1/accounts/contacts_controller_spec.rb
index c1dfc83e0..cff65419c 100644
--- a/spec/controllers/api/v1/accounts/contacts_controller_spec.rb
+++ b/spec/controllers/api/v1/accounts/contacts_controller_spec.rb
@@ -83,7 +83,8 @@ RSpec.describe 'Contacts API', type: :request do
   end
 
   describe 'POST /api/v1/accounts/{account.id}/contacts' do
-    let(:valid_params) { { contact: { name: 'test' } } }
+    let(:custom_attributes) { { test: 'test', test1: 'test1' } }
+    let(:valid_params) { { contact: { name: 'test', custom_attributes: custom_attributes } } }
 
     context 'when it is an unauthenticated user' do
       it 'returns unauthorized' do
@@ -104,6 +105,10 @@ RSpec.describe 'Contacts API', type: :request do
         end.to change(Contact, :count).by(1)
 
         expect(response).to have_http_status(:success)
+
+        # custom attributes are updated
+        json_response = JSON.parse(response.body)
+        expect(json_response['payload']['contact']['custom_attributes']).to eq({ 'test' => 'test', 'test1' => 'test1' })
       end
 
       it 'creates the contact identifier when inbox id is passed' do
@@ -118,8 +123,9 @@ RSpec.describe 'Contacts API', type: :request do
   end
 
   describe 'PATCH /api/v1/accounts/{account.id}/contacts/:id' do
-    let!(:contact) { create(:contact, account: account) }
-    let(:valid_params) { { contact: { name: 'Test Blub' } } }
+    let(:custom_attributes) { { test: 'test', test1: 'test1' } }
+    let!(:contact) { create(:contact, account: account, custom_attributes: custom_attributes) }
+    let(:valid_params) { { name: 'Test Blub', custom_attributes: { test: 'new test', test2: 'test2' } } }
 
     context 'when it is an unauthenticated user' do
       it 'returns unauthorized' do
@@ -140,7 +146,9 @@ RSpec.describe 'Contacts API', type: :request do
               as: :json
 
         expect(response).to have_http_status(:success)
-        expect(Contact.last.name).to eq('Test Blub')
+        expect(contact.reload.name).to eq('Test Blub')
+        # custom attributes are merged properly without overwritting existing ones
+        expect(contact.custom_attributes).to eq({ 'test' => 'new test', 'test1' => 'test1', 'test2' => 'test2' })
       end
 
       it 'prevents the update of contact of another account' do