diff --git a/cmd/conversation.go b/cmd/conversation.go
index 973e98b..2b0caec 100644
--- a/cmd/conversation.go
+++ b/cmd/conversation.go
@@ -478,6 +478,64 @@ func handleUpdateConversationtags(r *fastglue.Request) error {
 	return r.SendEnvelope(true)
 }
 
+// handleUpdateConversationCustomAttributes updates custom attributes of a conversation.
+func handleUpdateConversationCustomAttributes(r *fastglue.Request) error {
+	var (
+		app        = r.Context.(*App)
+		attributes = map[string]any{}
+		auser      = r.RequestCtx.UserValue("user").(amodels.User)
+		uuid       = r.RequestCtx.UserValue("uuid").(string)
+	)
+	if err := r.Decode(&attributes, ""); err != nil {
+		app.lo.Error("error unmarshalling custom attributes JSON", "error", err)
+		return r.SendErrorEnvelope(fasthttp.StatusInternalServerError, app.i18n.Ts("globals.messages.errorParsing", "name", "{globals.terms.request}"), nil, envelope.InputError)
+	}
+
+	// Enforce conversation access.
+	user, err := app.user.GetAgent(auser.ID, "")
+	if err != nil {
+		return sendErrorEnvelope(r, err)
+	}
+	_, err = enforceConversationAccess(app, uuid, user)
+	if err != nil {
+		return sendErrorEnvelope(r, err)
+	}
+
+	// Update custom attributes.
+	if err := app.conversation.UpdateConversationCustomAttributes(uuid, attributes); err != nil {
+		return sendErrorEnvelope(r, err)
+	}
+	return r.SendEnvelope(true)
+}
+
+// handleUpdateContactCustomAttributes updates custom attributes of a contact.
+func handleUpdateContactCustomAttributes(r *fastglue.Request) error {
+	var (
+		app        = r.Context.(*App)
+		attributes = map[string]any{}
+		auser      = r.RequestCtx.UserValue("user").(amodels.User)
+		uuid       = r.RequestCtx.UserValue("uuid").(string)
+	)
+	if err := r.Decode(&attributes, ""); err != nil {
+		app.lo.Error("error unmarshalling custom attributes JSON", "error", err)
+		return r.SendErrorEnvelope(fasthttp.StatusInternalServerError, app.i18n.Ts("globals.messages.errorParsing", "name", "{globals.terms.request}"), nil, envelope.InputError)
+	}
+
+	// Enforce conversation access.
+	user, err := app.user.GetAgent(auser.ID, "")
+	if err != nil {
+		return sendErrorEnvelope(r, err)
+	}
+	conversation, err := enforceConversationAccess(app, uuid, user)
+	if err != nil {
+		return sendErrorEnvelope(r, err)
+	}
+	if err := app.user.UpdateCustomAttributes(conversation.ContactID, attributes); err != nil {
+		return sendErrorEnvelope(r, err)
+	}
+	return r.SendEnvelope(true)
+}
+
 // handleDashboardCounts retrieves general dashboard counts for all users.
 func handleDashboardCounts(r *fastglue.Request) error {
 	var (
diff --git a/cmd/custom_attributes.go b/cmd/custom_attributes.go
new file mode 100644
index 0000000..4cdafce
--- /dev/null
+++ b/cmd/custom_attributes.go
@@ -0,0 +1,118 @@
+package main
+
+import (
+	"strconv"
+
+	cmodels "github.com/abhinavxd/libredesk/internal/custom_attribute/models"
+	"github.com/abhinavxd/libredesk/internal/envelope"
+	"github.com/valyala/fasthttp"
+	"github.com/zerodha/fastglue"
+)
+
+// handleGetCustomAttribute retrieves a custom attribute by its ID.
+func handleGetCustomAttribute(r *fastglue.Request) error {
+	var (
+		app = r.Context.(*App)
+	)
+	id, err := strconv.Atoi(r.RequestCtx.UserValue("id").(string))
+	if err != nil || id <= 0 {
+		return r.SendErrorEnvelope(fasthttp.StatusBadRequest, app.i18n.Ts("globals.messages.invalid", "name", "`id`"), nil, envelope.InputError)
+	}
+
+	attribute, err := app.customAttribute.Get(id)
+	if err != nil {
+		return sendErrorEnvelope(r, err)
+	}
+	return r.SendEnvelope(attribute)
+}
+
+// handleGetCustomAttributes retrieves all custom attributes from the database.
+func handleGetCustomAttributes(r *fastglue.Request) error {
+	var (
+		app       = r.Context.(*App)
+		appliesTo = string(r.RequestCtx.QueryArgs().Peek("applies_to"))
+	)
+	attributes, err := app.customAttribute.GetAll(appliesTo)
+	if err != nil {
+		return sendErrorEnvelope(r, err)
+	}
+	return r.SendEnvelope(attributes)
+}
+
+// handleCreateCustomAttribute creates a new custom attribute in the database.
+func handleCreateCustomAttribute(r *fastglue.Request) error {
+	var (
+		app       = r.Context.(*App)
+		attribute = cmodels.CustomAttribute{}
+	)
+	if err := r.Decode(&attribute, "json"); err != nil {
+		return r.SendErrorEnvelope(fasthttp.StatusBadRequest, app.i18n.Ts("globals.messages.errorParsing", "name", "{globals.terms.request}"), err.Error(), envelope.InputError)
+	}
+	if err := validateCustomAttribute(app, attribute); err != nil {
+		return sendErrorEnvelope(r, err)
+	}
+	if err := app.customAttribute.Create(attribute); err != nil {
+		return sendErrorEnvelope(r, err)
+	}
+	return r.SendEnvelope(true)
+}
+
+// handleUpdateCustomAttribute updates an existing custom attribute in the database.
+func handleUpdateCustomAttribute(r *fastglue.Request) error {
+	var (
+		app       = r.Context.(*App)
+		attribute = cmodels.CustomAttribute{}
+	)
+	id, err := strconv.Atoi(r.RequestCtx.UserValue("id").(string))
+	if err != nil || id <= 0 {
+		return r.SendErrorEnvelope(fasthttp.StatusBadRequest, app.i18n.Ts("globals.messages.invalid", "name", "`id`"), nil, envelope.InputError)
+	}
+	if err := r.Decode(&attribute, "json"); err != nil {
+		return r.SendErrorEnvelope(fasthttp.StatusBadRequest, app.i18n.Ts("globals.messages.errorParsing", "name", "{globals.terms.request}"), err.Error(), envelope.InputError)
+	}
+	if err := validateCustomAttribute(app, attribute); err != nil {
+		return sendErrorEnvelope(r, err)
+	}
+	if err = app.customAttribute.Update(id, attribute); err != nil {
+		return sendErrorEnvelope(r, err)
+	}
+
+	return r.SendEnvelope(true)
+}
+
+// handleDeleteCustomAttribute deletes a custom attribute from the database.
+func handleDeleteCustomAttribute(r *fastglue.Request) error {
+	var (
+		app = r.Context.(*App)
+	)
+	id, err := strconv.Atoi(r.RequestCtx.UserValue("id").(string))
+	if err != nil || id <= 0 {
+		return r.SendErrorEnvelope(fasthttp.StatusBadRequest, app.i18n.Ts("globals.messages.invalid", "name", "`id`"), nil, envelope.InputError)
+	}
+
+	if err = app.customAttribute.Delete(id); err != nil {
+		return sendErrorEnvelope(r, err)
+	}
+
+	return r.SendEnvelope(true)
+}
+
+// validateCustomAttribute validates a custom attribute.
+func validateCustomAttribute(app *App, attribute cmodels.CustomAttribute) error {
+	if attribute.Name == "" {
+		return envelope.NewError(envelope.InputError, app.i18n.Ts("globals.messages.empty", "name", "`name`"), nil)
+	}
+	if attribute.AppliesTo == "" {
+		return envelope.NewError(envelope.InputError, app.i18n.Ts("globals.messages.empty", "name", "`applies_to`"), nil)
+	}
+	if attribute.DataType == "" {
+		return envelope.NewError(envelope.InputError, app.i18n.Ts("globals.messages.empty", "name", "`type`"), nil)
+	}
+	if attribute.Description == "" {
+		return envelope.NewError(envelope.InputError, app.i18n.Ts("globals.messages.empty", "name", "`description`"), nil)
+	}
+	if attribute.Key == "" {
+		return envelope.NewError(envelope.InputError, app.i18n.Ts("globals.messages.empty", "name", "`key`"), nil)
+	}
+	return nil
+}
diff --git a/cmd/handlers.go b/cmd/handlers.go
index 0d17884..f425af3 100644
--- a/cmd/handlers.go
+++ b/cmd/handlers.go
@@ -60,6 +60,8 @@ func initHandlers(g *fastglue.Fastglue, hub *ws.Hub) {
 	g.POST("/api/v1/conversations/{cuuid}/messages", perm(handleSendMessage, "messages:write"))
 	g.PUT("/api/v1/conversations/{cuuid}/messages/{uuid}/retry", perm(handleRetryMessage, "messages:write"))
 	g.POST("/api/v1/conversations", perm(handleCreateConversation, "conversations:write"))
+	g.PUT("/api/v1/conversations/{uuid}/custom-attributes", auth(handleUpdateConversationCustomAttributes))
+	g.PUT("/api/v1/conversations/{uuid}/contacts/custom-attributes", auth(handleUpdateContactCustomAttributes))
 
 	// Search.
 	g.GET("/api/v1/conversations/search", perm(handleSearchConversations, "conversations:read"))
@@ -180,6 +182,13 @@ func initHandlers(g *fastglue.Fastglue, hub *ws.Hub) {
 	g.POST("/api/v1/ai/completion", auth(handleAICompletion))
 	g.PUT("/api/v1/ai/provider", perm(handleUpdateAIProvider, "ai:manage"))
 
+	// Custom attributes.
+	g.GET("/api/v1/custom-attributes", auth(handleGetCustomAttributes))
+	g.POST("/api/v1/custom-attributes", perm(handleCreateCustomAttribute, "custom_attributes:manage"))
+	g.GET("/api/v1/custom-attributes/{id}", perm(handleGetCustomAttribute, "custom_attributes:manage"))
+	g.PUT("/api/v1/custom-attributes/{id}", perm(handleUpdateCustomAttribute, "custom_attributes:manage"))
+	g.DELETE("/api/v1/custom-attributes/{id}", perm(handleDeleteCustomAttribute, "custom_attributes:manage"))
+
 	// WebSocket.
 	g.GET("/ws", auth(func(r *fastglue.Request) error {
 		return handleWS(r, hub)
diff --git a/cmd/init.go b/cmd/init.go
index 3a3c4a9..925b483 100644
--- a/cmd/init.go
+++ b/cmd/init.go
@@ -23,6 +23,7 @@ import (
 	"github.com/abhinavxd/libredesk/internal/conversation/priority"
 	"github.com/abhinavxd/libredesk/internal/conversation/status"
 	"github.com/abhinavxd/libredesk/internal/csat"
+	customAttribute "github.com/abhinavxd/libredesk/internal/custom_attribute"
 	"github.com/abhinavxd/libredesk/internal/inbox"
 	"github.com/abhinavxd/libredesk/internal/inbox/channel/email"
 	imodels "github.com/abhinavxd/libredesk/internal/inbox/models"
@@ -793,6 +794,20 @@ func initSearch(db *sqlx.DB, i18n *i18n.I18n) *search.Manager {
 	return m
 }
 
+// initCustomAttribute inits custom attribute manager.
+func initCustomAttribute(db *sqlx.DB, i18n *i18n.I18n) *customAttribute.Manager {
+	lo := initLogger("custom-attribute")
+	m, err := customAttribute.New(customAttribute.Opts{
+		DB:   db,
+		Lo:   lo,
+		I18n: i18n,
+	})
+	if err != nil {
+		log.Fatalf("error initializing custom attribute manager: %v", err)
+	}
+	return m
+}
+
 // initLogger initializes a logf logger.
 func initLogger(src string) *logf.Logger {
 	lvl, env := ko.MustString("app.log_level"), ko.MustString("app.env")
diff --git a/cmd/main.go b/cmd/main.go
index d3b4b41..5ff00b2 100644
--- a/cmd/main.go
+++ b/cmd/main.go
@@ -19,6 +19,7 @@ import (
 	businesshours "github.com/abhinavxd/libredesk/internal/business_hours"
 	"github.com/abhinavxd/libredesk/internal/colorlog"
 	"github.com/abhinavxd/libredesk/internal/csat"
+	customAttribute "github.com/abhinavxd/libredesk/internal/custom_attribute"
 	"github.com/abhinavxd/libredesk/internal/macro"
 	notifier "github.com/abhinavxd/libredesk/internal/notification"
 	"github.com/abhinavxd/libredesk/internal/search"
@@ -59,33 +60,34 @@ var (
 
 // App is the global app context which is passed and injected in the http handlers.
 type App struct {
-	fs            stuffbin.FileSystem
-	consts        atomic.Value
-	auth          *auth_.Auth
-	authz         *authz.Enforcer
-	i18n          *i18n.I18n
-	lo            *logf.Logger
-	oidc          *oidc.Manager
-	media         *media.Manager
-	setting       *setting.Manager
-	role          *role.Manager
-	user          *user.Manager
-	team          *team.Manager
-	status        *status.Manager
-	priority      *priority.Manager
-	tag           *tag.Manager
-	inbox         *inbox.Manager
-	tmpl          *template.Manager
-	macro         *macro.Manager
-	conversation  *conversation.Manager
-	automation    *automation.Engine
-	businessHours *businesshours.Manager
-	sla           *sla.Manager
-	csat          *csat.Manager
-	view          *view.Manager
-	ai            *ai.Manager
-	search        *search.Manager
-	notifier      *notifier.Service
+	fs              stuffbin.FileSystem
+	consts          atomic.Value
+	auth            *auth_.Auth
+	authz           *authz.Enforcer
+	i18n            *i18n.I18n
+	lo              *logf.Logger
+	oidc            *oidc.Manager
+	media           *media.Manager
+	setting         *setting.Manager
+	role            *role.Manager
+	user            *user.Manager
+	team            *team.Manager
+	status          *status.Manager
+	priority        *priority.Manager
+	tag             *tag.Manager
+	inbox           *inbox.Manager
+	tmpl            *template.Manager
+	macro           *macro.Manager
+	conversation    *conversation.Manager
+	automation      *automation.Engine
+	businessHours   *businesshours.Manager
+	sla             *sla.Manager
+	csat            *csat.Manager
+	view            *view.Manager
+	ai              *ai.Manager
+	search          *search.Manager
+	notifier        *notifier.Service
+	customAttribute *customAttribute.Manager
 
 	// Global state that stores data on an available app update.
 	update *AppUpdate
@@ -197,33 +199,34 @@ func main() {
 	go user.MonitorAgentAvailability(ctx)
 
 	var app = &App{
-		lo:            lo,
-		fs:            fs,
-		sla:           sla,
-		oidc:          oidc,
-		i18n:          i18n,
-		auth:          auth,
-		media:         media,
-		setting:       settings,
-		inbox:         inbox,
-		user:          user,
-		team:          team,
-		status:        status,
-		priority:      priority,
-		tmpl:          template,
-		notifier:      notifier,
-		consts:        atomic.Value{},
-		conversation:  conversation,
-		automation:    automation,
-		businessHours: businessHours,
-		authz:         initAuthz(i18n),
-		view:          initView(db),
-		csat:          initCSAT(db, i18n),
-		search:        initSearch(db, i18n),
-		role:          initRole(db, i18n),
-		tag:           initTag(db, i18n),
-		macro:         initMacro(db, i18n),
-		ai:            initAI(db, i18n),
+		lo:              lo,
+		fs:              fs,
+		sla:             sla,
+		oidc:            oidc,
+		i18n:            i18n,
+		auth:            auth,
+		media:           media,
+		setting:         settings,
+		inbox:           inbox,
+		user:            user,
+		team:            team,
+		status:          status,
+		priority:        priority,
+		tmpl:            template,
+		notifier:        notifier,
+		consts:          atomic.Value{},
+		conversation:    conversation,
+		automation:      automation,
+		businessHours:   businessHours,
+		customAttribute: initCustomAttribute(db, i18n),
+		authz:           initAuthz(i18n),
+		view:            initView(db),
+		csat:            initCSAT(db, i18n),
+		search:          initSearch(db, i18n),
+		role:            initRole(db, i18n),
+		tag:             initTag(db, i18n),
+		macro:           initMacro(db, i18n),
+		ai:              initAI(db, i18n),
 	}
 	app.consts.Store(constants)
 
diff --git a/cmd/middlewares.go b/cmd/middlewares.go
index 533e925..7729b95 100644
--- a/cmd/middlewares.go
+++ b/cmd/middlewares.go
@@ -79,6 +79,7 @@ func perm(handler fastglue.FastRequestHandler, perm string) fastglue.FastRequest
 			hdrToken    = string(r.RequestCtx.Request.Header.Peek("X-CSRFTOKEN"))
 		)
 
+		// Match CSRF token from cookie and header.
 		if cookieToken == "" || hdrToken == "" || cookieToken != hdrToken {
 			app.lo.Error("csrf token mismatch", "cookie_token", cookieToken, "header_token", hdrToken)
 			return r.SendErrorEnvelope(http.StatusForbidden, app.i18n.T("auth.csrfTokenMismatch"), nil, envelope.PermissionError)
diff --git a/frontend/src/App.vue b/frontend/src/App.vue
index c292f55..023209c 100644
--- a/frontend/src/App.vue
+++ b/frontend/src/App.vue
@@ -15,7 +15,11 @@
                   </SidebarMenuButton>
                 </SidebarMenuItem>
                 <SidebarMenuItem>
-                  <SidebarMenuButton asChild :isActive="route.path.startsWith('/contacts')" v-if="userStore.can('contacts:manage')">
+                  <SidebarMenuButton
+                    asChild
+                    :isActive="route.path.startsWith('/contacts')"
+                    v-if="userStore.can('contacts:manage')"
+                  >
                     <router-link :to="{ name: 'contacts' }">
                       <BookUser />
                     </router-link>
@@ -94,6 +98,7 @@ import { useTeamStore } from '@/stores/team'
 import { useSlaStore } from '@/stores/sla'
 import { useMacroStore } from '@/stores/macro'
 import { useTagStore } from '@/stores/tag'
+import { useCustomAttributeStore } from '@/stores/customAttributes'
 import { useIdleDetection } from '@/composables/useIdleDetection'
 import PageHeader from './components/layout/PageHeader.vue'
 import ViewForm from '@/features/view/ViewForm.vue'
@@ -129,6 +134,7 @@ const inboxStore = useInboxStore()
 const slaStore = useSlaStore()
 const macroStore = useMacroStore()
 const tagStore = useTagStore()
+const customAttributeStore = useCustomAttributeStore()
 const userViews = ref([])
 const view = ref({})
 const openCreateViewForm = ref(false)
@@ -144,7 +150,7 @@ onMounted(() => {
   initStores()
 })
 
-// initialize data stores
+// Initialize data stores
 const initStores = async () => {
   if (!userStore.userID) {
     await userStore.getCurrentUser()
@@ -158,7 +164,8 @@ const initStores = async () => {
     inboxStore.fetchInboxes(),
     slaStore.fetchSlas(),
     macroStore.loadMacros(),
-    tagStore.fetchTags()
+    tagStore.fetchTags(),
+    customAttributeStore.fetchCustomAttributes()
   ])
 }
 
diff --git a/frontend/src/api/index.js b/frontend/src/api/index.js
index 866200f..1790a7e 100644
--- a/frontend/src/api/index.js
+++ b/frontend/src/api/index.js
@@ -33,6 +33,23 @@ http.interceptors.request.use((request) => {
   return request
 })
 
+const getCustomAttributes = (appliesTo) => http.get('/api/v1/custom-attributes', {
+  params: { applies_to: appliesTo }
+})
+const createCustomAttribute = (data) =>
+  http.post('/api/v1/custom-attributes', data, {
+    headers: {
+      'Content-Type': 'application/json'
+    }
+  })
+const getCustomAttribute = (id) => http.get(`/api/v1/custom-attributes/${id}`)
+const updateCustomAttribute = (id, data) =>
+  http.put(`/api/v1/custom-attributes/${id}`, data, {
+    headers: {
+      'Content-Type': 'application/json'
+    }
+  })
+const deleteCustomAttribute = (id) => http.delete(`/api/v1/custom-attributes/${id}`)
 const searchConversations = (params) => http.get('/api/v1/conversations/search', { params })
 const searchMessages = (params) => http.get('/api/v1/messages/search', { params })
 const searchContacts = (params) => http.get('/api/v1/contacts/search', { params })
@@ -201,6 +218,18 @@ const getTags = () => http.get('/api/v1/tags')
 const upsertTags = (uuid, data) => http.post(`/api/v1/conversations/${uuid}/tags`, data)
 const updateAssignee = (uuid, assignee_type, data) => http.put(`/api/v1/conversations/${uuid}/assignee/${assignee_type}`, data)
 const removeAssignee = (uuid, assignee_type) => http.put(`/api/v1/conversations/${uuid}/assignee/${assignee_type}/remove`)
+const updateContactCustomAttribute = (uuid, data) => http.put(`/api/v1/conversations/${uuid}/contacts/custom-attributes`, data,
+  {
+    headers: {
+      'Content-Type': 'application/json'
+    }
+  })
+const updateConversationCustomAttribute = (uuid, data) => http.put(`/api/v1/conversations/${uuid}/custom-attributes`, data,
+  {
+    headers: {
+      'Content-Type': 'application/json'
+    }
+  })
 const createConversation = (data) => http.post('/api/v1/conversations', data)
 const updateConversationStatus = (uuid, data) => http.put(`/api/v1/conversations/${uuid}/status`, data)
 const updateConversationPriority = (uuid, data) => http.put(`/api/v1/conversations/${uuid}/priority`, data)
@@ -338,6 +367,8 @@ export default {
   updateConversationStatus,
   updateConversationPriority,
   upsertTags,
+  updateConversationCustomAttribute,
+  updateContactCustomAttribute,
   uploadMedia,
   updateAssigneeLastSeen,
   updateUser,
@@ -399,4 +430,9 @@ export default {
   getContacts,
   getContact,
   updateContact,
+  getCustomAttributes,
+  createCustomAttribute,
+  updateCustomAttribute,
+  deleteCustomAttribute,
+  getCustomAttribute,
 }
diff --git a/frontend/src/components/datatable/DataTable.vue b/frontend/src/components/datatable/DataTable.vue
index 517b867..62f1a3c 100644
--- a/frontend/src/components/datatable/DataTable.vue
+++ b/frontend/src/components/datatable/DataTable.vue
@@ -68,7 +68,7 @@ const emptyText = computed(
   () =>
     props.emptyText ||
     t('globals.messages.noResults', {
-      name: t('globals.terms.result', 2)
+      name: t('globals.terms.result', 2).toLowerCase()
     })
 )
 
diff --git a/frontend/src/components/sidebar/Sidebar.vue b/frontend/src/components/sidebar/Sidebar.vue
index e730328..552e14a 100644
--- a/frontend/src/components/sidebar/Sidebar.vue
+++ b/frontend/src/components/sidebar/Sidebar.vue
@@ -27,11 +27,11 @@ import { useAppSettingsStore } from '@/stores/appSettings'
 import {
   ChevronRight,
   EllipsisVertical,
-  Plus,
-  CircleUserRound,
+  User,
   UserSearch,
   UsersRound,
-  Search
+  Search,
+  Plus
 } from 'lucide-vue-next'
 import {
   DropdownMenu,
@@ -92,9 +92,7 @@ const viewInboxOpen = useStorage('viewInboxOpen', true)
   >
     <!-- Contacts sidebar -->
     <template
-      v-if="
-        route.matched.some((record) => record.name && record.name.startsWith('contact'))
-      "
+      v-if="route.matched.some((record) => record.name && record.name.startsWith('contact'))"
     >
       <Sidebar collapsible="offcanvas" class="border-r ml-12">
         <SidebarHeader>
@@ -285,24 +283,12 @@ const viewInboxOpen = useStorage('viewInboxOpen', true)
                   </div>
                   <div class="ml-auto">
                     <div class="flex items-center space-x-2">
-                      <div
-                        class="flex items-center bg-accent p-2 rounded-full cursor-pointer"
-                        @click="emit('createConversation')"
-                      >
-                        <Plus
-                          class="transition-transform duration-200 hover:scale-110"
-                          size="15"
-                          stroke-width="2.5"
-                        />
-                      </div>
                       <router-link :to="{ name: 'search' }">
-                        <div class="flex items-center bg-accent p-2 rounded-full">
-                          <Search
-                            class="transition-transform duration-200 hover:scale-110 cursor-pointer"
-                            size="15"
-                            stroke-width="2.5"
-                          />
-                        </div>
+                        <button
+                          class="flex items-center bg-accent p-2 rounded-full hover:scale-110 transition-transform duration-100"
+                        >
+                          <Search size="15" stroke-width="2.5" />
+                        </button>
                       </router-link>
                     </div>
                   </div>
@@ -315,10 +301,24 @@ const viewInboxOpen = useStorage('viewInboxOpen', true)
         <SidebarContent>
           <SidebarGroup>
             <SidebarMenu>
+              <SidebarMenuItem>
+                <SidebarMenuButton asChild>
+                  <a href="#" @click="emit('createConversation')">
+                    <Plus />
+                    <span
+                      >{{
+                        t('globals.messages.new', {
+                          name: t('globals.terms.conversation').toLowerCase()
+                        })
+                      }}
+                    </span>
+                  </a>
+                </SidebarMenuButton>
+              </SidebarMenuItem>
               <SidebarMenuItem>
                 <SidebarMenuButton asChild :isActive="isActiveParent('/inboxes/assigned')">
                   <router-link :to="{ name: 'inbox', params: { type: 'assigned' } }">
-                    <CircleUserRound />
+                    <User />
                     <span>{{ t('navigation.myInbox') }}</span>
                   </router-link>
                 </SidebarMenuButton>
@@ -390,7 +390,7 @@ const viewInboxOpen = useStorage('viewInboxOpen', true)
                 <SidebarMenuItem>
                   <CollapsibleTrigger as-child>
                     <SidebarMenuButton asChild>
-                      <router-link to="#">
+                      <router-link to="#" class="group/item">
                         <!-- <SlidersHorizontal /> -->
                         <span>
                           {{ t('navigation.views') }}
@@ -399,7 +399,7 @@ const viewInboxOpen = useStorage('viewInboxOpen', true)
                           <Plus
                             size="18"
                             @click.stop="openCreateViewDialog"
-                            class="rounded-lg cursor-pointer opacity-0 transition-all duration-200 group-hover:opacity-100 hover:bg-gray-200 hover:shadow-sm text-gray-600 hover:text-gray-800 transform hover:scale-105 active:scale-100 p-1"
+                            class="rounded-lg cursor-pointer opacity-0 transition-all duration-200 group-hover/item:opacity-100 hover:bg-gray-200 hover:shadow-sm text-gray-600 hover:text-gray-800 transform hover:scale-105 active:scale-100 p-1"
                           />
                         </div>
                         <ChevronRight
diff --git a/frontend/src/constants/emitterEvents.js b/frontend/src/constants/emitterEvents.js
index 82117f1..c8ef9a3 100644
--- a/frontend/src/constants/emitterEvents.js
+++ b/frontend/src/constants/emitterEvents.js
@@ -1,4 +1,5 @@
 export const EMITTER_EVENTS = {
+    EDIT_MODEL: 'edit-model',
     REFRESH_LIST: 'refresh-list',
     SHOW_TOAST: 'show-toast',
     SHOW_SOONER: 'show-sooner',
diff --git a/frontend/src/constants/navigation.js b/frontend/src/constants/navigation.js
index 1c843f2..11339d9 100644
--- a/frontend/src/constants/navigation.js
+++ b/frontend/src/constants/navigation.js
@@ -116,6 +116,16 @@ export const adminNavItems = [
                 permission: 'oidc:manage'
             }
         ]
+    },
+    {
+        titleKey: 'globals.terms.customAttribute',
+        children: [
+            {
+                titleKey: 'globals.terms.customAttribute',
+                href: '/admin/custom-attributes',
+                permission: 'custom_attributes:manage'
+            }
+        ]
     }
 ]
 
diff --git a/frontend/src/features/admin/custom-attributes/CustomAttributesForm.vue b/frontend/src/features/admin/custom-attributes/CustomAttributesForm.vue
new file mode 100644
index 0000000..b791d16
--- /dev/null
+++ b/frontend/src/features/admin/custom-attributes/CustomAttributesForm.vue
@@ -0,0 +1,191 @@
+<template>
+  <form class="space-y-6 w-full">
+    <FormField v-slot="{ componentField }" name="applies_to">
+      <FormItem>
+        <FormLabel>{{ $t('form.field.appliesTo') }}</FormLabel>
+        <FormControl>
+          <Select v-bind="componentField" :modelValue="componentField.modelValue">
+            <SelectTrigger>
+              <SelectValue />
+            </SelectTrigger>
+            <SelectContent>
+              <SelectGroup>
+                <SelectItem value="contact">
+                  {{ $t('globals.terms.contact') }}
+                </SelectItem>
+                <SelectItem value="conversation">
+                  {{ $t('globals.terms.conversation') }}
+                </SelectItem>
+              </SelectGroup>
+            </SelectContent>
+          </Select>
+        </FormControl>
+        <FormDescription> </FormDescription>
+        <FormMessage />
+      </FormItem>
+    </FormField>
+
+    <FormField v-slot="{ componentField }" name="name">
+      <FormItem>
+        <FormLabel>{{ $t('form.field.name') }}</FormLabel>
+        <FormControl>
+          <Input type="text" placeholder="" v-bind="componentField" />
+        </FormControl>
+        <FormDescription />
+        <FormMessage />
+      </FormItem>
+    </FormField>
+
+    <FormField v-slot="{ componentField }" name="key">
+      <FormItem>
+        <FormLabel>{{ $t('form.field.key') }}</FormLabel>
+        <FormControl>
+          <Input
+            type="text"
+            v-bind="componentField"
+            :readonly="form.values.id && form.values.id > 0"
+          />
+        </FormControl>
+        <FormDescription></FormDescription>
+        <FormMessage />
+      </FormItem>
+    </FormField>
+
+    <FormField v-slot="{ componentField }" name="description">
+      <FormItem>
+        <FormLabel>{{ $t('form.field.description') }}</FormLabel>
+        <FormControl>
+          <Input type="text" v-bind="componentField" />
+        </FormControl>
+        <FormDescription />
+        <FormMessage />
+      </FormItem>
+    </FormField>
+
+    <FormField v-slot="{ componentField }" name="data_type">
+      <FormItem>
+        <FormLabel>{{ $t('form.field.type') }}</FormLabel>
+        <FormControl>
+          <Select v-bind="componentField">
+            <SelectTrigger>
+              <SelectValue />
+            </SelectTrigger>
+            <SelectContent>
+              <SelectGroup>
+                <SelectItem value="text"> Text </SelectItem>
+                <SelectItem value="number"> Number </SelectItem>
+                <SelectItem value="checkbox"> Checkbox </SelectItem>
+                <SelectItem value="date"> Date </SelectItem>
+                <SelectItem value="link"> Link </SelectItem>
+                <SelectItem value="list"> List </SelectItem>
+              </SelectGroup>
+            </SelectContent>
+          </Select>
+        </FormControl>
+        <FormDescription> </FormDescription>
+        <FormMessage />
+      </FormItem>
+    </FormField>
+
+    <FormField name="values" v-slot="{ componentField, handleChange }">
+      <FormItem v-show="form.values.data_type === 'list'">
+        <FormLabel>
+          {{ $t('form.field.listValues') }}
+        </FormLabel>
+        <FormControl>
+          <TagsInput :modelValue="componentField.modelValue" @update:modelValue="handleChange">
+            <TagsInputItem v-for="item in componentField.modelValue" :key="item" :value="item">
+              <TagsInputItemText />
+              <TagsInputItemDelete />
+            </TagsInputItem>
+            <TagsInputInput placeholder="" />
+          </TagsInput>
+        </FormControl>
+        <FormDescription> </FormDescription>
+        <FormMessage />
+      </FormItem>
+    </FormField>
+
+    <FormField name="regex" v-slot="{ componentField }">
+      <FormItem v-show="form.values.data_type === 'text'">
+        <FormLabel> {{ $t('form.field.regex') }} ({{ $t('form.field.optional') }}) </FormLabel>
+        <FormControl>
+          <Input type="text" v-bind="componentField" />
+        </FormControl>
+        <FormDescription>
+          {{ $t('admin.customAttributes.regex.description') }} e.g. ^[a-zA-Z]*$</FormDescription
+        >
+        <FormMessage />
+      </FormItem>
+    </FormField>
+
+    <!-- Form submit button slot -->
+    <slot name="footer"></slot>
+  </form>
+</template>
+
+<script setup>
+import { watch } from 'vue'
+import {
+  FormControl,
+  FormDescription,
+  FormField,
+  FormItem,
+  FormLabel,
+  FormMessage
+} from '@/components/ui/form'
+import {
+  TagsInput,
+  TagsInputInput,
+  TagsInputItem,
+  TagsInputItemDelete,
+  TagsInputItemText
+} from '@/components/ui/tags-input'
+import {
+  Select,
+  SelectContent,
+  SelectGroup,
+  SelectItem,
+  SelectTrigger,
+  SelectValue
+} from '@/components/ui/select'
+import { Input } from '@/components/ui/input'
+
+const props = defineProps({
+  form: {
+    type: Object,
+    required: true
+  }
+})
+
+// Function to generate the key from the name
+const generateKeyFromName = (name) => {
+  if (!name) return ''
+  // Remove invalid characters (allow only lowercase letters, numbers, and underscores)
+  return (
+    name
+      .toLowerCase()
+      .trim()
+      // Replace spaces with underscores
+      .replace(/\s+/g, '_')
+      // Remove any other invalid characters
+      .replace(/[^a-z0-9_]/g, '')
+  )
+}
+
+// Watch for changes in the name field and update the key field
+watch(
+  () => props.form.values.name,
+  (newName) => {
+    // Don't update if the form is in edit mode
+    if (props.form.values.id && props.form.values.id > 0) return
+    const generatedKey = generateKeyFromName(newName)
+    // Check if the generated key is different from the current key
+    if (generatedKey !== props.form.values.key) {
+      // Clear the error if it exists and set the new key
+      props.form.setFieldError('key', undefined)
+      props.form.setFieldValue('key', generatedKey)
+    }
+  }
+)
+</script>
diff --git a/frontend/src/features/admin/custom-attributes/dataTableColumns.js b/frontend/src/features/admin/custom-attributes/dataTableColumns.js
new file mode 100644
index 0000000..a0b591f
--- /dev/null
+++ b/frontend/src/features/admin/custom-attributes/dataTableColumns.js
@@ -0,0 +1,73 @@
+import { h } from 'vue'
+import dataTableDropdown from '@/features/admin/custom-attributes/dataTableDropdown.vue'
+import { format } from 'date-fns'
+
+export const createColumns = (t) => [
+    {
+        accessorKey: 'name',
+        header: function () {
+            return h('div', { class: 'text-center' }, t('form.field.name'))
+        },
+        cell: function ({ row }) {
+            return h('div', { class: 'text-center font-medium' }, row.getValue('name'))
+        }
+    },
+    {
+        accessorKey: 'key',
+        header: function () {
+            return h('div', { class: 'text-center' }, t('form.field.key'))
+        },
+        cell: function ({ row }) {
+            return h('div', { class: 'text-center font-medium' }, row.getValue('key'))
+        }
+    },
+    {
+        accessorKey: 'applies_to',
+        header: function () {
+            return h('div', { class: 'text-center' }, t('form.field.appliesTo'))
+        },
+        cell: function ({ row }) {
+            return h('div', { class: 'text-center font-medium' }, row.getValue('applies_to'))
+        }
+    },
+    {
+        accessorKey: 'created_at',
+        header: function () {
+            return h('div', { class: 'text-center' }, t('form.field.createdAt'))
+        },
+        cell: function ({ row }) {
+            return h(
+                'div',
+                { class: 'text-center font-medium' },
+                format(row.getValue('created_at'), 'PPpp')
+            )
+        }
+    },
+    {
+        accessorKey: 'updated_at',
+        header: function () {
+            return h('div', { class: 'text-center' }, t('form.field.updatedAt'))
+        },
+        cell: function ({ row }) {
+            return h(
+                'div',
+                { class: 'text-center font-medium' },
+                format(row.getValue('updated_at'), 'PPpp')
+            )
+        }
+    },
+    {
+        id: 'actions',
+        enableHiding: false,
+        cell: ({ row }) => {
+            const customAttribute = row.original
+            return h(
+                'div',
+                { class: 'relative' },
+                h(dataTableDropdown, {
+                    customAttribute
+                })
+            )
+        }
+    }
+]
diff --git a/frontend/src/features/admin/custom-attributes/dataTableDropdown.vue b/frontend/src/features/admin/custom-attributes/dataTableDropdown.vue
new file mode 100644
index 0000000..fe87b58
--- /dev/null
+++ b/frontend/src/features/admin/custom-attributes/dataTableDropdown.vue
@@ -0,0 +1,100 @@
+<template>
+  <DropdownMenu>
+    <DropdownMenuTrigger as-child>
+      <Button variant="ghost" class="w-8 h-8 p-0">
+        <span class="sr-only"></span>
+        <MoreHorizontal class="w-4 h-4" />
+      </Button>
+    </DropdownMenuTrigger>
+    <DropdownMenuContent>
+      <DropdownMenuItem @click="editCustomAttribute">
+        {{ $t('globals.buttons.edit') }}
+      </DropdownMenuItem>
+      <DropdownMenuItem @click="() => (alertOpen = true)">
+        {{ $t('globals.buttons.delete') }}
+      </DropdownMenuItem>
+    </DropdownMenuContent>
+  </DropdownMenu>
+
+  <AlertDialog :open="alertOpen" @update:open="alertOpen = $event">
+    <AlertDialogContent>
+      <AlertDialogHeader>
+        <AlertDialogTitle>{{ $t('globals.messages.areYouAbsolutelySure') }}</AlertDialogTitle>
+        <AlertDialogDescription>{{
+          $t('admin.customAttributes.deleteConfirmation')
+        }}</AlertDialogDescription>
+      </AlertDialogHeader>
+      <AlertDialogFooter>
+        <AlertDialogCancel>{{ $t('globals.buttons.cancel') }}</AlertDialogCancel>
+        <AlertDialogAction @click="handleDelete">
+          {{ $t('globals.buttons.delete') }}
+        </AlertDialogAction>
+      </AlertDialogFooter>
+    </AlertDialogContent>
+  </AlertDialog>
+</template>
+
+<script setup>
+import { ref } from 'vue'
+import { MoreHorizontal } from 'lucide-vue-next'
+import {
+  DropdownMenu,
+  DropdownMenuContent,
+  DropdownMenuItem,
+  DropdownMenuTrigger
+} from '@/components/ui/dropdown-menu'
+import {
+  AlertDialog,
+  AlertDialogAction,
+  AlertDialogCancel,
+  AlertDialogContent,
+  AlertDialogDescription,
+  AlertDialogFooter,
+  AlertDialogHeader,
+  AlertDialogTitle
+} from '@/components/ui/alert-dialog'
+import { Button } from '@/components/ui/button'
+import { useEmitter } from '@/composables/useEmitter'
+import { handleHTTPError } from '@/utils/http'
+import { EMITTER_EVENTS } from '@/constants/emitterEvents.js'
+import api from '@/api'
+
+const alertOpen = ref(false)
+const emit = useEmitter()
+
+const props = defineProps({
+  customAttribute: {
+    type: Object,
+    required: true,
+    default: () => ({
+      id: ''
+    })
+  }
+})
+
+async function handleDelete() {
+  try {
+    await api.deleteCustomAttribute(props.customAttribute.id)
+    alertOpen.value = false
+    emitRefreshCustomAttributeList()
+  } catch (error) {
+    emit.emit(EMITTER_EVENTS.SHOW_TOAST, {
+      variant: 'destructive',
+      description: handleHTTPError(error).message
+    })
+  }
+}
+
+const emitRefreshCustomAttributeList = () => {
+  emit.emit(EMITTER_EVENTS.REFRESH_LIST, {
+    model: 'custom-attributes'
+  })
+}
+
+const editCustomAttribute = () => {
+  emit.emit(EMITTER_EVENTS.EDIT_MODEL, {
+    model: 'custom-attributes',
+    data: props.customAttribute
+  })
+}
+</script>
diff --git a/frontend/src/features/admin/custom-attributes/formSchema.js b/frontend/src/features/admin/custom-attributes/formSchema.js
new file mode 100644
index 0000000..65da82e
--- /dev/null
+++ b/frontend/src/features/admin/custom-attributes/formSchema.js
@@ -0,0 +1,81 @@
+import * as z from 'zod'
+export const createFormSchema = (t) => z.object({
+    id: z.number().optional(),
+    applies_to: z.enum(['contact', 'conversation'], {
+        required_error: t('globals.messages.required'),
+    }),
+    name: z
+        .string({
+            required_error: t('globals.messages.required'),
+        })
+        .min(3, {
+            message: t('form.error.minmax', {
+                min: 3,
+                max: 140,
+            })
+        })
+        .max(140, {
+            message: t('form.error.minmax', {
+                min: 3,
+                max: 140,
+            })
+        }),
+    key: z
+        .string({
+            required_error: t('globals.messages.required'),
+        })
+        .min(3, {
+            message: t('form.error.minmax', {
+                min: 3,
+                max: 140,
+            })
+        })
+        .max(140, {
+            message: t('form.error.minmax', {
+                min: 3,
+                max: 140,
+            })
+        })
+        .regex(/^[a-z0-9_]+$/, {
+            message: t('globals.messages.invalid', {
+                name: t('globals.terms.key'),
+            }),
+        }),
+    description: z
+        .string({
+            required_error: t('globals.messages.required'),
+        })
+        .min(3, {
+            message: t('form.error.minmax', {
+                min: 3,
+                max: 300,
+            })
+        })
+        .max(300, {
+            message: t('form.error.minmax', {
+                min: 3,
+                max: 300,
+            })
+        }),
+    data_type: z.enum(['text', 'number', 'checkbox', 'date', 'link', 'list'], {
+        required_error: t('globals.messages.required'),
+    }),
+    regex: z.string().optional(),
+    values: z.array(z.string())
+        .default([])
+})
+    .superRefine((data, ctx) => {
+        if (data.data_type === 'list') {
+            // If data_type is 'list', values should be defined and have at least one item.
+            if (!data.values || data.values.length === 0) {
+                ctx.addIssue({
+                    code: z.ZodIssueCode.too_small,
+                    minimum: 1,
+                    type: "array",
+                    inclusive: true,
+                    message: t('globals.messages.required'),
+                    path: ['values'],
+                });
+            }
+        }
+    });
diff --git a/frontend/src/features/admin/roles/RoleForm.vue b/frontend/src/features/admin/roles/RoleForm.vue
index 24e4e9f..8c14073 100644
--- a/frontend/src/features/admin/roles/RoleForm.vue
+++ b/frontend/src/features/admin/roles/RoleForm.vue
@@ -1,5 +1,5 @@
 <template>
-  <form @submit.prevent="onSubmit" class="space-y-6">
+  <form @submit.prevent="onSubmit" class="space-y-8">
     <FormField v-slot="{ componentField }" name="name">
       <FormItem v-auto-animate>
         <FormLabel>{{ $t('form.field.name') }}</FormLabel>
@@ -23,31 +23,42 @@
       </FormItem>
     </FormField>
 
-    <p class="text-base">{{ $t('admin.role.setPermissionsForThisRole') }}</p>
+    <div>
+      <div class="mb-5 text-lg">{{ $t('admin.role.setPermissionsForThisRole') }}</div>
 
-    <div v-for="entity in permissions" :key="entity.name" class="box p-4">
-      <p class="text-lg mb-5">{{ entity.name }}</p>
-      <div class="space-y-4">
-        <FormField
-          v-for="permission in entity.permissions"
-          :key="permission.name"
-          type="checkbox"
-          :name="permission.name"
+      <div class="space-y-6">
+        <div
+          v-for="entity in permissions"
+          :key="entity.name"
+          class="rounded-lg border border-border bg-card"
         >
-          <FormItem class="flex flex-col gap-y-5 space-y-0 rounded-lg">
-            <div class="flex space-x-3">
-              <FormControl>
-                <Checkbox
-                  :checked="selectedPermissions.includes(permission.name)"
-                  @update:checked="(newValue) => handleChange(newValue, permission.name)"
-                />
-                <FormLabel>{{ permission.label }}</FormLabel>
-              </FormControl>
+          <div class="border-b border-border bg-muted/30 px-5 py-3">
+            <h4 class="font-medium text-card-foreground">{{ entity.name }}</h4>
+          </div>
+
+          <div class="p-5">
+            <div class="grid gap-4 sm:grid-cols-2 lg:grid-cols-3">
+              <FormField
+                v-for="permission in entity.permissions"
+                :key="permission.name"
+                :name="permission.name"
+              >
+                <FormItem class="flex items-start space-x-3 space-y-0">
+                  <FormControl>
+                    <Checkbox
+                      :checked="selectedPermissions.includes(permission.name)"
+                      @update:checked="(newValue) => handleChange(newValue, permission.name)"
+                    />
+                  </FormControl>
+                  <FormLabel class="font-normal text-sm">{{ permission.label }}</FormLabel>
+                </FormItem>
+              </FormField>
             </div>
-          </FormItem>
-        </FormField>
+          </div>
+        </div>
       </div>
     </div>
+
     <Button type="submit" :isLoading="isLoading">{{ submitLabel }}</Button>
   </form>
 </template>
@@ -140,7 +151,8 @@ const permissions = ref([
       { name: 'reports:manage', label: t('admin.role.reports.manage') },
       { name: 'business_hours:manage', label: t('admin.role.businessHours.manage') },
       { name: 'sla:manage', label: t('admin.role.sla.manage') },
-      { name: 'ai:manage', label: t('admin.role.ai.manage') }
+      { name: 'ai:manage', label: t('admin.role.ai.manage') },
+      { name: 'custom_attributes:manage', label: t('admin.role.customAttributes.manage') }
     ]
   },
   {
diff --git a/frontend/src/features/conversation/sidebar/ConversationInfo.vue b/frontend/src/features/conversation/sidebar/ConversationInfo.vue
index 4180325..7c6e9b0 100644
--- a/frontend/src/features/conversation/sidebar/ConversationInfo.vue
+++ b/frontend/src/features/conversation/sidebar/ConversationInfo.vue
@@ -1,83 +1,90 @@
 <template>
-  <div class="flex flex-col gap-1 mb-5">
-    <p class="font-medium">{{ $t('form.field.subject') }}</p>
-    <Skeleton v-if="conversationStore.conversation.loading" class="w-32 h-4" />
-    <p v-else>
-      {{ conversation.subject || '-' }}
-    </p>
-  </div>
-
-  <div class="flex flex-col gap-1 mb-5">
-    <p class="font-medium">{{ $t('form.field.referenceNumber') }}</p>
-    <Skeleton v-if="conversationStore.conversation.loading" class="w-32 h-4" />
-    <p v-else>
-      {{ conversation.reference_number }}
-    </p>
-  </div>
-  <div class="flex flex-col gap-1 mb-5">
-    <p class="font-medium">{{ $t('form.field.initiatedAt') }}</p>
-    <Skeleton v-if="conversationStore.conversation.loading" class="w-32 h-4" />
-    <p v-if="conversation.created_at">
-      {{ format(conversation.created_at, 'PPpp') }}
-    </p>
-    <p v-else>-</p>
-  </div>
-
-  <div class="flex flex-col gap-1 mb-5">
-    <div class="flex justify-start items-center space-x-2">
-      <p class="font-medium">{{ $t('form.field.firstReplyAt') }}</p>
-      <SlaBadge
-        v-if="conversation.first_response_deadline_at"
-        :dueAt="conversation.first_response_deadline_at"
-        :actualAt="conversation.first_reply_at"
-        :key="conversation.uuid"
-      />
+  <div class="space-y-4">
+    <div class="flex flex-col">
+      <p class="font-medium">{{ $t('form.field.subject') }}</p>
+      <Skeleton v-if="conversationStore.conversation.loading" class="w-32 h-4" />
+      <p v-else>
+        {{ conversation.subject || '-' }}
+      </p>
     </div>
-    <Skeleton v-if="conversationStore.conversation.loading" class="w-32 h-4" />
-    <div v-else>
-      <p v-if="conversation.first_reply_at">
-        {{ format(conversation.first_reply_at, 'PPpp') }}
+
+    <div class="flex flex-col">
+      <p class="font-medium">{{ $t('form.field.referenceNumber') }}</p>
+      <Skeleton v-if="conversationStore.conversation.loading" class="w-32 h-4" />
+      <p v-else>
+        {{ conversation.reference_number }}
+      </p>
+    </div>
+    <div class="flex flex-col">
+      <p class="font-medium">{{ $t('form.field.initiatedAt') }}</p>
+      <Skeleton v-if="conversationStore.conversation.loading" class="w-32 h-4" />
+      <p v-if="conversation.created_at">
+        {{ format(conversation.created_at, 'PPpp') }}
       </p>
       <p v-else>-</p>
     </div>
-  </div>
 
-  <div class="flex flex-col gap-1 mb-5">
-    <div class="flex justify-start items-center space-x-2">
-      <p class="font-medium">{{ $t('form.field.resolvedAt') }}</p>
-      <SlaBadge
-        v-if="conversation.resolution_deadline_at"
-        :dueAt="conversation.resolution_deadline_at"
-        :actualAt="conversation.resolved_at"
-        :key="conversation.uuid"
-      />
+    <div class="flex flex-col">
+      <div class="flex justify-start items-center space-x-2">
+        <p class="font-medium">{{ $t('form.field.firstReplyAt') }}</p>
+        <SlaBadge
+          v-if="conversation.first_response_deadline_at"
+          :dueAt="conversation.first_response_deadline_at"
+          :actualAt="conversation.first_reply_at"
+          :key="conversation.uuid"
+        />
+      </div>
+      <Skeleton v-if="conversationStore.conversation.loading" class="w-32 h-4" />
+      <div v-else>
+        <p v-if="conversation.first_reply_at">
+          {{ format(conversation.first_reply_at, 'PPpp') }}
+        </p>
+        <p v-else>-</p>
+      </div>
     </div>
-    <Skeleton v-if="conversationStore.conversation.loading" class="w-32 h-4" />
-    <div v-else>
-      <p v-if="conversation.resolved_at">
-        {{ format(conversation.resolved_at, 'PPpp') }}
+
+    <div class="flex flex-col">
+      <div class="flex justify-start items-center space-x-2">
+        <p class="font-medium">{{ $t('form.field.resolvedAt') }}</p>
+        <SlaBadge
+          v-if="conversation.resolution_deadline_at"
+          :dueAt="conversation.resolution_deadline_at"
+          :actualAt="conversation.resolved_at"
+          :key="conversation.uuid"
+        />
+      </div>
+      <Skeleton v-if="conversationStore.conversation.loading" class="w-32 h-4" />
+      <div v-else>
+        <p v-if="conversation.resolved_at">
+          {{ format(conversation.resolved_at, 'PPpp') }}
+        </p>
+        <p v-else>-</p>
+      </div>
+    </div>
+
+    <div class="flex flex-col" v-if="conversation.closed_at">
+      <p class="font-medium">{{ $t('form.field.closedAt') }}</p>
+      <Skeleton v-if="conversationStore.conversation.loading" class="w-32 h-4" />
+      <p v-else>
+        {{ format(conversation.closed_at, 'PPpp') }}
       </p>
-      <p v-else>-</p>
     </div>
-  </div>
 
-  <div class="flex flex-col gap-1 mb-5" v-if="conversation.closed_at">
-    <p class="font-medium">{{ $t('form.field.closedAt') }}</p>
-    <Skeleton v-if="conversationStore.conversation.loading" class="w-32 h-4" />
-    <p v-else>
-      {{ format(conversation.closed_at, 'PPpp') }}
-    </p>
-  </div>
-
-  <div class="flex flex-col gap-1 mb-5">
-    <p class="font-medium">{{ $t('form.field.slaPolicy') }}</p>
-    <Skeleton v-if="conversationStore.conversation.loading" class="w-32 h-4" />
-    <div v-else>
-      <p v-if="conversation.sla_policy_name">
-        {{ conversation.sla_policy_name }}
-      </p>
-      <p v-else>-</p>
+    <div class="flex flex-col" v-if="conversation.sla_policy_name">
+      <p class="font-medium">{{ $t('form.field.slaPolicy') }}</p>
+      <div>
+        <p>
+          {{ conversation.sla_policy_name }}
+        </p>
+      </div>
     </div>
+
+    <CustomAttributes
+      v-if="customAttributeStore.conversationAttributeOptions.length > 0"
+      :attributes="customAttributeStore.conversationAttributeOptions"
+      :custom-attributes="conversation.custom_attributes || {}"
+      @update:setattributes="updateCustomAttributes"
+    />
   </div>
 </template>
 
@@ -87,7 +94,37 @@ import { format } from 'date-fns'
 import SlaBadge from '@/features/sla/SlaBadge.vue'
 import { useConversationStore } from '@/stores/conversation'
 import { Skeleton } from '@/components/ui/skeleton'
+import CustomAttributes from '@/features/conversation/sidebar/CustomAttributes.vue'
+import { useCustomAttributeStore } from '@/stores/customAttributes'
+import { EMITTER_EVENTS } from '@/constants/emitterEvents.js'
+import { useEmitter } from '@/composables/useEmitter'
+import { handleHTTPError } from '@/utils/http'
+import api from '@/api'
+import { useI18n } from 'vue-i18n'
 
+const emitter = useEmitter()
+const { t } = useI18n()
+const customAttributeStore = useCustomAttributeStore()
 const conversationStore = useConversationStore()
 const conversation = computed(() => conversationStore.current)
+customAttributeStore.fetchCustomAttributes()
+
+const updateCustomAttributes = async (attributes) => {
+  let previousAttributes = conversationStore.current.custom_attributes
+  try {
+    conversationStore.current.custom_attributes = attributes
+    await api.updateConversationCustomAttribute(conversation.value.uuid, attributes)
+    emitter.emit(EMITTER_EVENTS.SHOW_TOAST, {
+      description: t('globals.messages.updatedSuccessfully', {
+        name: t('globals.terms.attribute')
+      })
+    })
+  } catch (error) {
+    emitter.emit(EMITTER_EVENTS.SHOW_TOAST, {
+      variant: 'destructive',
+      description: handleHTTPError(error).message
+    })
+    conversationStore.current.custom_attributes = previousAttributes
+  }
+}
 </script>
diff --git a/frontend/src/features/conversation/sidebar/ConversationSideBar.vue b/frontend/src/features/conversation/sidebar/ConversationSideBar.vue
index 1d8bdf3..af11aa7 100644
--- a/frontend/src/features/conversation/sidebar/ConversationSideBar.vue
+++ b/frontend/src/features/conversation/sidebar/ConversationSideBar.vue
@@ -1,17 +1,14 @@
 <template>
   <div>
     <ConversationSideBarContact class="p-4" />
-    <Accordion
-      type="multiple"
-      collapsible
-      :default-value="['Actions', 'Information', 'Previous conversations']"
-    >
-      <AccordionItem value="Actions" class="border-0 mb-2">
+    <Accordion type="multiple" collapsible v-model="accordionState">
+      <AccordionItem value="actions" class="border-0 mb-2">
         <AccordionTrigger class="bg-muted px-4 py-3 text-sm font-medium rounded-lg mx-2">
           {{ $t('conversation.sidebar.action', 2) }}
         </AccordionTrigger>
-        <AccordionContent class="space-y-4 p-4">
 
+        <!-- `Agent, team, and priority assignment -->
+        <AccordionContent class="space-y-4 p-4">
           <!-- Agent assignment -->
           <ComboBox
             v-model="assignedUserID"
@@ -115,6 +112,7 @@
             </template>
           </ComboBox>
 
+          <!-- Tags assignment -->
           <SelectTag
             v-if="conversationStore.current"
             v-model="conversationStore.current.tags"
@@ -124,7 +122,8 @@
         </AccordionContent>
       </AccordionItem>
 
-      <AccordionItem value="Information" class="border-0 mb-2">
+      <!-- Information -->
+      <AccordionItem value="information" class="border-0 mb-2">
         <AccordionTrigger class="bg-muted px-4 py-3 text-sm font-medium rounded-lg mx-2">
           {{ $t('conversation.sidebar.information') }}
         </AccordionTrigger>
@@ -133,48 +132,31 @@
         </AccordionContent>
       </AccordionItem>
 
-      <AccordionItem value="Previous conversations" class="border-0 mb-2">
+      <!-- Contact attributes -->
+      <AccordionItem
+        value="contact_attributes"
+        class="border-0 mb-2"
+        v-if="customAttributeStore.contactAttributeOptions.length > 0"
+      >
+        <AccordionTrigger class="bg-muted px-4 py-3 text-sm font-medium rounded-lg mx-2">
+          {{ $t('conversation.sidebar.contactAttributes') }}
+        </AccordionTrigger>
+        <AccordionContent class="p-4">
+          <CustomAttributes
+            :attributes="customAttributeStore.contactAttributeOptions"
+            :customAttributes="conversationStore.current?.contact?.custom_attributes || {}"
+            @update:setattributes="updateContactCustomAttributes"
+          />
+        </AccordionContent>
+      </AccordionItem>
+
+      <!-- Previous conversations -->
+      <AccordionItem value="previous_conversations" class="border-0 mb-2">
         <AccordionTrigger class="bg-muted px-4 py-3 text-sm font-medium rounded-lg mx-2">
           {{ $t('conversation.sidebar.previousConvo') }}
         </AccordionTrigger>
         <AccordionContent class="p-4">
-          <div
-            v-if="
-              conversationStore.current?.previous_conversations?.length === 0 ||
-              conversationStore.conversation?.loading
-            "
-            class="text-center text-sm text-muted-foreground py-4"
-          >
-            {{ $t('conversation.sidebar.noPreviousConvo') }}
-          </div>
-          <div v-else class="space-y-3">
-            <router-link
-              v-for="conversation in conversationStore.current.previous_conversations"
-              :key="conversation.uuid"
-              :to="{
-                name: 'inbox-conversation',
-                params: {
-                  uuid: conversation.uuid,
-                  type: 'assigned'
-                }
-              }"
-              class="block p-2 rounded-md hover:bg-muted"
-            >
-              <div class="flex items-center justify-between">
-                <div class="flex flex-col">
-                  <span class="font-medium text-sm">
-                    {{ conversation.contact.first_name }} {{ conversation.contact.last_name }}
-                  </span>
-                  <span class="text-xs text-muted-foreground truncate max-w-[200px]">
-                    {{ conversation.last_message }}
-                  </span>
-                </div>
-                <span class="text-xs text-muted-foreground" v-if="conversation.last_message_at">
-                  {{ format(new Date(conversation.last_message_at), 'h') + ' h' }}
-                </span>
-              </div>
-            </router-link>
-          </div>
+          <PreviousConversations />
         </AccordionContent>
       </AccordionItem>
     </Accordion>
@@ -186,7 +168,6 @@ import { ref, onMounted, watch, computed } from 'vue'
 import { useConversationStore } from '@/stores/conversation'
 import { useUsersStore } from '@/stores/users'
 import { useTeamStore } from '@/stores/team'
-import { format } from 'date-fns'
 import { Avatar, AvatarFallback, AvatarImage } from '@/components/ui/avatar'
 import {
   Accordion,
@@ -203,15 +184,23 @@ import { EMITTER_EVENTS } from '@/constants/emitterEvents.js'
 import { useEmitter } from '@/composables/useEmitter'
 import { CircleAlert, SignalLow, SignalMedium, SignalHigh, Users } from 'lucide-vue-next'
 import { useI18n } from 'vue-i18n'
+import { useStorage } from '@vueuse/core'
+import CustomAttributes from '@/features/conversation/sidebar/CustomAttributes.vue'
+import { useCustomAttributeStore } from '@/stores/customAttributes'
+import PreviousConversations from '@/features/conversation/sidebar/PreviousConversations.vue'
 import api from '@/api'
 
+const customAttributeStore = useCustomAttributeStore()
 const emitter = useEmitter()
 const conversationStore = useConversationStore()
 const usersStore = useUsersStore()
 const teamsStore = useTeamStore()
 const tags = ref([])
+// Save the accordion state in local storage
+const accordionState = useStorage('conversation-sidebar-accordion', [])
 const { t } = useI18n()
 let isConversationChange = false
+customAttributeStore.fetchCustomAttributes()
 
 // Watch for changes in the current conversation and set the flag
 watch(
@@ -332,4 +321,23 @@ const getPriorityIcon = (value) => {
       return CircleAlert
   }
 }
+
+const updateContactCustomAttributes = async (attributes) => {
+  let previousAttributes = conversationStore.current.contact.custom_attributes
+  try {
+    conversationStore.current.contact.custom_attributes = attributes
+    await api.updateContactCustomAttribute(conversationStore.current.uuid, attributes)
+    emitter.emit(EMITTER_EVENTS.SHOW_TOAST, {
+      description: t('globals.messages.updatedSuccessfully', {
+        name: t('globals.terms.attribute')
+      })
+    })
+  } catch (error) {
+    emitter.emit(EMITTER_EVENTS.SHOW_TOAST, {
+      variant: 'destructive',
+      description: handleHTTPError(error).message
+    })
+    conversationStore.current.contact.custom_attributes = previousAttributes
+  }
+}
 </script>
diff --git a/frontend/src/features/conversation/sidebar/CustomAttributes.vue b/frontend/src/features/conversation/sidebar/CustomAttributes.vue
new file mode 100644
index 0000000..b508056
--- /dev/null
+++ b/frontend/src/features/conversation/sidebar/CustomAttributes.vue
@@ -0,0 +1,268 @@
+<template>
+  <div class="space-y-4">
+    <div class="relative group/item" v-for="attribute in attributes" :key="attribute.id">
+      <!-- Label -->
+      <div class="font-medium flex items-center" v-if="attribute.data_type !== 'checkbox'">
+        <div class="flex items-center gap-1">
+          <p>
+            {{ attribute.name }}
+          </p>
+          <Tooltip>
+            <TooltipTrigger>
+              <Info class="text-muted-foreground" size="16" />
+            </TooltipTrigger>
+            <TooltipContent>
+              {{ attribute.description }}
+            </TooltipContent>
+          </Tooltip>
+        </div>
+      </div>
+
+      <!-- Checkbox -->
+      <div class="font-medium flex items-center gap-2" v-else>
+        <Checkbox
+          v-if="attribute.data_type === 'checkbox'"
+          :disabled="loading"
+          @update:checked="
+            (value) => {
+              editingValue = value
+              saveAttribute(attribute.key)
+            }
+          "
+          :checked="customAttributes?.[attribute.key]"
+        />
+        <p>
+          {{ attribute.name }}
+        </p>
+        <Tooltip>
+          <TooltipTrigger>
+            <Info class="text-muted-foreground" size="16" />
+          </TooltipTrigger>
+          <TooltipContent>
+            {{ attribute.description }}
+          </TooltipContent>
+        </Tooltip>
+      </div>
+
+      <Skeleton v-if="loading" class="w-32 h-4" />
+
+      <!-- Value -->
+      <template v-else-if="attribute.data_type !== 'checkbox'">
+        <div
+          v-if="!editingAttributeKey || editingAttributeKey !== attribute.key"
+          class="flex items-center gap-2"
+        >
+          <span class="break-all" v-if="attribute.data_type !== 'checkbox'">
+            {{ customAttributes?.[attribute.key] ?? '-' }}
+          </span>
+          <Pencil
+            size="12"
+            class="text-muted-foreground cursor-pointer flex-shrink-0 opacity-0 group-hover/item:opacity-100 transition-opacity duration-200"
+            @click="startEditing(attribute)"
+          />
+          <Trash2
+            v-if="customAttributes?.[attribute.key]"
+            size="12"
+            class="text-muted-foreground cursor-pointer flex-shrink-0 absolute right-0 top-1"
+            @click="deleteAttribute(attribute)"
+          />
+        </div>
+        <div v-else>
+          <div class="flex items-center gap-2">
+            <template v-if="attribute.data_type === 'text'">
+              <Input
+                v-model="editingValue"
+                type="text"
+                @keydown.enter="saveAttribute(attribute.key)"
+              />
+            </template>
+            <template v-else-if="attribute.data_type === 'number'">
+              <Input
+                v-model="editingValue"
+                type="number"
+                @keydown.enter="saveAttribute(attribute.key)"
+              />
+            </template>
+            <template v-else-if="attribute.data_type === 'checkbox'">
+              <Checkbox v-model:checked="editingValue" />
+            </template>
+            <template v-else-if="attribute.data_type === 'date'">
+              <Input v-model="editingValue" type="date" />
+            </template>
+            <template v-else-if="attribute.data_type === 'link'">
+              <Input
+                v-model="editingValue"
+                type="url"
+                @keydown.enter="saveAttribute(attribute.key)"
+              />
+            </template>
+            <template v-else-if="attribute.data_type === 'list'">
+              <Select v-model="editingValue">
+                <SelectTrigger>
+                  <SelectValue :placeholder="t('form.field.selectValue')" />
+                </SelectTrigger>
+                <SelectContent>
+                  <SelectItem v-for="option in attribute.values" :key="option" :value="option">
+                    {{ option }}
+                  </SelectItem>
+                </SelectContent>
+              </Select>
+            </template>
+            <Check
+              size="20"
+              class="text-muted-foreground cursor-pointer"
+              @click="saveAttribute(attribute.key)"
+            />
+            <X size="20" class="text-muted-foreground cursor-pointer" @click="cancelEditing" />
+          </div>
+          <p v-if="errorMessage" class="text-red-500 text-xs mt-1">
+            {{ errorMessage }}
+          </p>
+        </div>
+      </template>
+    </div>
+  </div>
+</template>
+
+<script setup>
+import { ref } from 'vue'
+import * as z from 'zod'
+import { Skeleton } from '@/components/ui/skeleton'
+import { Input } from '@/components/ui/input'
+import { Checkbox } from '@/components/ui/checkbox'
+import {
+  Select,
+  SelectContent,
+  SelectItem,
+  SelectTrigger,
+  SelectValue
+} from '@/components/ui/select'
+import { Pencil, Trash2, Check, X, Info } from 'lucide-vue-next'
+import { Tooltip, TooltipContent, TooltipTrigger } from '@/components/ui/tooltip'
+import { useI18n } from 'vue-i18n'
+
+const props = defineProps({
+  attributes: {
+    type: Array,
+    required: true
+  },
+  customAttributes: {
+    type: Object,
+    required: true
+  },
+  loading: {
+    type: Boolean,
+    default: false
+  }
+})
+const emit = defineEmits(['update:setattributes'])
+const { t } = useI18n()
+const errorMessage = ref('')
+const editingAttributeKey = ref(null)
+const editingValue = ref(null)
+
+const startEditing = (attribute) => {
+  errorMessage.value = ''
+  editingAttributeKey.value = attribute.key
+  const currentValue = props.customAttributes?.[attribute.key]
+  editingValue.value = attribute.data_type === 'checkbox' ? !!currentValue : (currentValue ?? null)
+}
+
+const cancelEditing = () => {
+  editingAttributeKey.value = null
+  editingValue.value = null
+}
+
+const getValidationSchema = (attribute) => {
+  switch (attribute.data_type) {
+    case 'text': {
+      let schema = z.string().min(1, t('globals.messages.required'))
+      // If regex is provided and valid, add it to the schema validation.
+      if (attribute.regex) {
+        try {
+          console.log('Creating regex:', attribute.regex)
+          const regex = new RegExp(attribute.regex)
+          schema = schema.regex(regex, {
+            message: t('globals.messages.invalid', { name: t('form.field.value').toLowerCase() })
+          })
+        } catch (err) {
+          console.error('Error creating regex:', err)
+        }
+      }
+      return schema.nullable()
+    }
+    case 'number':
+      return z.preprocess(
+        (val) => Number(val),
+        z
+          .number({
+            invalid_type_error: t('globals.messages.invalid', {
+              name: t('form.field.value').toLowerCase()
+            })
+          })
+          .nullable()
+      )
+    case 'checkbox':
+      return z.boolean().nullable()
+    case 'date':
+      return z
+        .string()
+        .refine(
+          (val) => !isNaN(Date.parse(val)),
+          t('globals.messages.invalid', {
+            name: t('form.field.value').toLowerCase()
+          })
+        )
+        .nullable()
+    case 'link':
+      return z
+        .string()
+        .url(
+          t('globals.messages.invalid', {
+            name: t('form.field.url', 2).toLowerCase()
+          })
+        )
+        .nullable()
+    case 'list':
+      return z
+        .string()
+        .refine((val) => attribute.values.includes(val), {
+          message: t('globals.messages.invalid', {
+            name: t('form.field.value').toLowerCase()
+          })
+        })
+        .nullable()
+    default:
+      return z.any()
+  }
+}
+
+const saveAttribute = (key) => {
+  const attribute = props.attributes.find((attr) => attr.key === key)
+  if (!attribute) return
+
+  try {
+    const schema = getValidationSchema(attribute)
+    schema.parse(editingValue.value)
+  } catch (validationError) {
+    if (validationError instanceof z.ZodError) {
+      errorMessage.value = validationError.errors[0].message
+      return
+    }
+    errorMessage.value = validationError
+    return
+  }
+
+  const updatedAttributes = { ...(props.customAttributes || {}) }
+  updatedAttributes[attribute.key] = editingValue.value
+  emit('update:setattributes', updatedAttributes)
+  cancelEditing()
+}
+
+const deleteAttribute = (attribute) => {
+  const updatedAttributes = { ...(props.customAttributes || {}) }
+  delete updatedAttributes[attribute.key]
+  emit('update:setattributes', updatedAttributes)
+  if (editingAttributeKey.value === attribute.key) cancelEditing()
+}
+</script>
diff --git a/frontend/src/features/conversation/sidebar/PreviousConversations.vue b/frontend/src/features/conversation/sidebar/PreviousConversations.vue
new file mode 100644
index 0000000..bb7c6e6
--- /dev/null
+++ b/frontend/src/features/conversation/sidebar/PreviousConversations.vue
@@ -0,0 +1,46 @@
+<template>
+  <div
+    v-if="
+      conversationStore.current?.previous_conversations?.length === 0 ||
+      conversationStore.conversation?.loading
+    "
+    class="text-center text-sm text-muted-foreground py-4"
+  >
+    {{ $t('conversation.sidebar.noPreviousConvo') }}
+  </div>
+  <div v-else class="space-y-3">
+    <router-link
+      v-for="conversation in conversationStore.current.previous_conversations"
+      :key="conversation.uuid"
+      :to="{
+        name: 'inbox-conversation',
+        params: {
+          uuid: conversation.uuid,
+          type: 'assigned'
+        }
+      }"
+      class="block p-2 rounded-md hover:bg-muted"
+    >
+      <div class="flex items-center justify-between">
+        <div class="flex flex-col">
+          <span class="font-medium text-sm">
+            {{ conversation.contact.first_name }} {{ conversation.contact.last_name }}
+          </span>
+          <span class="text-xs text-muted-foreground truncate max-w-[200px]">
+            {{ conversation.last_message }}
+          </span>
+        </div>
+        <span class="text-xs text-muted-foreground" v-if="conversation.last_message_at">
+          {{ format(new Date(conversation.last_message_at), 'h') + ' h' }}
+        </span>
+      </div>
+    </router-link>
+  </div>
+</template>
+
+<script setup>
+import { useConversationStore } from '@/stores/conversation'
+import { format } from 'date-fns'
+
+const conversationStore = useConversationStore()
+</script>
diff --git a/frontend/src/router/index.js b/frontend/src/router/index.js
index 2c1718e..351db5b 100644
--- a/frontend/src/router/index.js
+++ b/frontend/src/router/index.js
@@ -171,6 +171,12 @@ const routes = [
         component: AdminLayout,
         meta: { title: 'Admin' },
         children: [
+          {
+            path: 'custom-attributes',
+            name: 'custom-attributes',
+            component: () => import('@/views/admin/custom-attributes/CustomAttributes.vue'),
+            meta: { title: 'Custom attributes' }
+          },
           {
             path: 'general',
             name: 'general',
diff --git a/frontend/src/stores/customAttributes.js b/frontend/src/stores/customAttributes.js
new file mode 100644
index 0000000..52fcc5f
--- /dev/null
+++ b/frontend/src/stores/customAttributes.js
@@ -0,0 +1,47 @@
+import { ref, computed } from 'vue'
+import { defineStore } from 'pinia'
+import { handleHTTPError } from '@/utils/http'
+import { useEmitter } from '@/composables/useEmitter'
+import { EMITTER_EVENTS } from '@/constants/emitterEvents'
+import api from '@/api'
+
+export const useCustomAttributeStore = defineStore('customAttributes', () => {
+    const attributes = ref([])
+    const emitter = useEmitter()
+    const contactAttributeOptions = computed(() => {
+        return attributes.value
+            .filter(att => att.applies_to === 'contact')
+            .map(att => ({
+                label: att.name,
+                value: String(att.id),
+                ...att,
+            }))
+    })
+    const conversationAttributeOptions = computed(() => {
+        return attributes.value
+            .filter(att => att.applies_to === 'conversation')
+            .map(att => ({
+                label: att.name,
+                value: String(att.id),
+                ...att,
+            }))
+    })
+    const fetchCustomAttributes = async () => {
+        if (attributes.value.length) return
+        try {
+            const response = await api.getCustomAttributes()
+            attributes.value = response?.data?.data || []
+        } catch (error) {
+            emitter.emit(EMITTER_EVENTS.SHOW_TOAST, {
+                variant: 'destructive',
+                description: handleHTTPError(error).message
+            })
+        }
+    }
+    return {
+        attributes,
+        conversationAttributeOptions,
+        contactAttributeOptions,
+        fetchCustomAttributes,
+    }
+})
\ No newline at end of file
diff --git a/frontend/src/views/admin/custom-attributes/CustomAttributes.vue b/frontend/src/views/admin/custom-attributes/CustomAttributes.vue
new file mode 100644
index 0000000..e747141
--- /dev/null
+++ b/frontend/src/views/admin/custom-attributes/CustomAttributes.vue
@@ -0,0 +1,218 @@
+<template>
+  <div>
+    <Spinner v-if="isLoading" />
+    <AdminPageWithHelp>
+      <template #content>
+        <div :class="{ 'opacity-50 transition-opacity duration-300': isLoading }">
+          <div class="flex justify-between mb-5">
+            <div></div>
+            <div class="flex justify-end mb-4">
+              <Dialog v-model:open="dialogOpen">
+                <DialogTrigger as-child @click="newCustomAttribute">
+                  <Button class="ml-auto">
+                    {{
+                      $t('globals.messages.new', {
+                        name: $t('globals.terms.customAttribute').toLowerCase()
+                      })
+                    }}
+                  </Button>
+                </DialogTrigger>
+                <DialogContent class="sm:max-w-[600px]">
+                  <DialogHeader>
+                    <DialogTitle>
+                      {{
+                        isEditing
+                          ? $t('globals.messages.edit', {
+                              name: $t('globals.terms.customAttribute').toLowerCase()
+                            })
+                          : $t('globals.messages.new', {
+                              name: $t('globals.terms.customAttribute').toLowerCase()
+                            })
+                      }}
+                    </DialogTitle>
+                    <DialogDescription> </DialogDescription>
+                  </DialogHeader>
+                  <CustomAttributesForm @submit.prevent="onSubmit" :form="form">
+                    <template #footer>
+                      <DialogFooter class="mt-10">
+                        <Button type="submit" :isLoading="isLoading" :disabled="isLoading">
+                          {{
+                            isEditing ? $t('globals.buttons.update') : $t('globals.buttons.create')
+                          }}
+                        </Button>
+                      </DialogFooter>
+                    </template>
+                  </CustomAttributesForm>
+                </DialogContent>
+              </Dialog>
+            </div>
+          </div>
+          <div>
+            <Tabs default-value="contact" v-model="appliesTo">
+              <TabsList class="grid w-full grid-cols-2 mb-5">
+                <TabsTrigger value="contact">
+                  {{ $t('globals.terms.contact') }}
+                </TabsTrigger>
+                <TabsTrigger value="conversation">
+                  {{ $t('globals.terms.conversation') }}
+                </TabsTrigger>
+              </TabsList>
+              <TabsContent value="contact">
+                <DataTable :columns="createColumns(t)" :data="customAttributes" />
+              </TabsContent>
+              <TabsContent value="conversation">
+                <DataTable :columns="createColumns(t)" :data="customAttributes" />
+              </TabsContent>
+            </Tabs>
+          </div>
+        </div>
+      </template>
+
+      <template #help>
+        <p>
+          Custom attributes help you set additional details about your contacts or conversations
+          such as the subscription plan or the date of their first purchase.
+        </p>
+      </template>
+    </AdminPageWithHelp>
+  </div>
+</template>
+
+<script setup>
+import { ref, onMounted, watch, onUnmounted } from 'vue'
+import DataTable from '@/components/datatable/DataTable.vue'
+import { createColumns } from '@/features/admin/custom-attributes/dataTableColumns.js'
+import CustomAttributesForm from '@/features/admin/custom-attributes/CustomAttributesForm.vue'
+import { Button } from '@/components/ui/button'
+import { useForm } from 'vee-validate'
+import { toTypedSchema } from '@vee-validate/zod'
+import { createFormSchema } from '@/features/admin/custom-attributes/formSchema.js'
+import { Spinner } from '@/components/ui/spinner'
+import { useEmitter } from '@/composables/useEmitter'
+import { EMITTER_EVENTS } from '@/constants/emitterEvents.js'
+import {
+  Dialog,
+  DialogContent,
+  DialogDescription,
+  DialogFooter,
+  DialogHeader,
+  DialogTitle,
+  DialogTrigger
+} from '@/components/ui/dialog'
+import { Tabs, TabsContent, TabsList, TabsTrigger } from '@/components/ui/tabs'
+import { useStorage } from '@vueuse/core'
+import AdminPageWithHelp from '@/layouts/admin/AdminPageWithHelp.vue'
+import { useI18n } from 'vue-i18n'
+import { handleHTTPError } from '@/utils/http'
+import api from '@/api'
+
+const appliesTo = useStorage('appliesTo', 'contact')
+const { t } = useI18n()
+const customAttributes = ref([])
+const isLoading = ref(false)
+const emitter = useEmitter()
+const dialogOpen = ref(false)
+const isEditing = ref(false)
+
+onMounted(async () => {
+  fetchAll()
+  emitter.on(EMITTER_EVENTS.REFRESH_LIST, (data) => {
+    if (data?.model === 'custom-attributes') fetchAll()
+  })
+
+  // Listen to the edit model event, this is emitted from the dropdown menu
+  // in the datatable.
+  emitter.on(EMITTER_EVENTS.EDIT_MODEL, (data) => {
+    if (data?.model === 'custom-attributes') {
+      form.setValues(data.data)
+      form.setErrors({})
+      isEditing.value = true
+      dialogOpen.value = true
+    }
+  })
+})
+
+onUnmounted(() => {
+  emitter.off(EMITTER_EVENTS.REFRESH_LIST)
+  emitter.off(EMITTER_EVENTS.EDIT_MODEL)
+})
+
+const newCustomAttribute = () => {
+  form.resetForm()
+  form.setErrors({})
+  isEditing.value = false
+  dialogOpen.value = true
+}
+
+const form = useForm({
+  validationSchema: toTypedSchema(createFormSchema(t)),
+  initialValues: {
+    id: 0,
+    name: '',
+    data_type: 'text',
+    applies_to: appliesTo.value,
+    values: []
+  }
+})
+
+const fetchAll = async () => {
+  if (!appliesTo.value) return
+  try {
+    isLoading.value = true
+    const resp = await api.getCustomAttributes(appliesTo.value)
+    customAttributes.value = resp.data.data
+  } catch (error) {
+    emitter.emit(EMITTER_EVENTS.SHOW_TOAST, {
+      variant: 'destructive',
+      description: handleHTTPError(error).message
+    })
+  } finally {
+    isLoading.value = false
+  }
+}
+
+const onSubmit = form.handleSubmit(async (values) => {
+  try {
+    isLoading.value = true
+    if (values.id) {
+      await api.updateCustomAttribute(values.id, values)
+      emitter.emit(EMITTER_EVENTS.SHOW_TOAST, {
+        description: t('globals.messages.updatedSuccessfully', {
+          name: t('globals.terms.customAttribute')
+        })
+      })
+    } else {
+      await api.createCustomAttribute(values)
+      emitter.emit(EMITTER_EVENTS.SHOW_TOAST, {
+        description: t('globals.messages.createdSuccessfully', {
+          name: t('globals.terms.customAttribute')
+        })
+      })
+    }
+
+    dialogOpen.value = false
+    fetchAll()
+  } catch (error) {
+    emitter.emit(EMITTER_EVENTS.SHOW_TOAST, {
+      variant: 'destructive',
+      description: handleHTTPError(error).message
+    })
+  } finally {
+    isLoading.value = false
+  }
+})
+
+watch(
+  appliesTo,
+  (newVal) => {
+    form.resetForm({
+      values: {
+        ...form.values,
+        applies_to: newVal
+      }
+    })
+    fetchAll()
+  },
+  { immediate: true }
+)
+</script>
diff --git a/frontend/src/views/admin/status/StatusView.vue b/frontend/src/views/admin/status/StatusView.vue
index 6503fdb..2c0878b 100644
--- a/frontend/src/views/admin/status/StatusView.vue
+++ b/frontend/src/views/admin/status/StatusView.vue
@@ -32,9 +32,9 @@
                   <StatusForm @submit.prevent="onSubmit">
                     <template #footer>
                       <DialogFooter class="mt-10">
-                        <Button type="submit" :isLoading="isLoading" :disabled="isLoading">{{
-                          $t('globals.buttons.save')
-                        }}</Button>
+                        <Button type="submit" :isLoading="isLoading" :disabled="isLoading">
+                          {{ $t('globals.buttons.save') }}
+                        </Button>
                       </DialogFooter>
                     </template>
                   </StatusForm>
@@ -61,7 +61,6 @@ import DataTable from '@/components/datatable/DataTable.vue'
 import AdminPageWithHelp from '@/layouts/admin/AdminPageWithHelp.vue'
 import { createColumns } from '@/features/admin/status/dataTableColumns.js'
 import { Button } from '@/components/ui/button'
-
 import { Spinner } from '@/components/ui/spinner'
 import StatusForm from '@/features/admin/status/StatusForm.vue'
 import {
diff --git a/frontend/src/views/admin/templates/Templates.vue b/frontend/src/views/admin/templates/Templates.vue
index 7798b39..6f68892 100644
--- a/frontend/src/views/admin/templates/Templates.vue
+++ b/frontend/src/views/admin/templates/Templates.vue
@@ -72,6 +72,7 @@ import { Tabs, TabsContent, TabsList, TabsTrigger } from '@/components/ui/tabs'
 import { useStorage } from '@vueuse/core'
 import AdminPageWithHelp from '@/layouts/admin/AdminPageWithHelp.vue'
 import { useI18n } from 'vue-i18n'
+import { handleHTTPError } from '@/utils/http'
 import api from '@/api'
 
 const templateType = useStorage('templateType', 'email_outgoing')
@@ -98,7 +99,7 @@ const fetchAll = async () => {
   } catch (error) {
     emit.emit(EMITTER_EVENTS.SHOW_TOAST, {
       variant: 'destructive',
-      description: error.message
+      description: handleHTTPError(error).message
     })
   } finally {
     isLoading.value = false
diff --git a/i18n/en.json b/i18n/en.json
index 4f1c605..4ba5a7b 100644
--- a/i18n/en.json
+++ b/i18n/en.json
@@ -7,7 +7,7 @@
   "globals.terms.team": "Team | Teams",
   "globals.terms.message": "Message | Messages",
   "globals.terms.activityMessage": "Activity Message | Activity Messages",
-  "globals.terms.conversation": "Conversations | Conversations",
+  "globals.terms.conversation": "Conversation | Conversations",
   "globals.terms.provider": "Provider | Providers",
   "globals.terms.state": "State | States",
   "globals.terms.session": "Session | Sessions",
@@ -64,6 +64,8 @@
   "globals.terms.offline": "Offline | Offline",
   "globals.terms.away": "Away | Away",
   "globals.terms.admin": "Admin | Admins",
+  "globals.terms.customAttribute": "Custom attribute | Custom attributes",
+  "globals.terms.attribute": "Attribute | Attributes",
   "globals.terms.tryAgain": "Try again",
   "globals.terms.search": "Search",
   "globals.terms.live": "Live",
@@ -74,6 +76,8 @@
   "globals.terms.unassigned": "Unassigned",
   "globals.terms.pending": "Pending",
   "globals.terms.active": "Active",
+  "globals.terms.url": "URL | URLs",
+  "globals.terms.key": "Key | Keys",
   "globals.messages.badRequest": "Bad request",
   "globals.messages.adjustFilters": "Try adjusting filters",
   "globals.messages.errorUpdating": "Error updating {name}",
@@ -243,6 +247,12 @@
   "navigation.reassignReplies": "Reassign replies",
   "navigation.allContacts": "All Contacts",
   "form.field.name": "Name",
+  "form.field.regex": "Regex",
+  "form.field.key": "Key",
+  "form.field.type": "Type",
+  "form.field.listValues": "List values",
+  "form.field.optional": "Optional",
+  "form.field.appliesTo": "Applies to",
   "form.field.createdOn": "Created on",
   "form.field.awayReassigning": "Away and reassigning",
   "form.field.select": "Select {name}",
@@ -468,6 +478,7 @@
   "admin.role.sla.manage": "Manage SLA Policies",
   "admin.role.ai.manage": "Manage AI Features",
   "admin.role.contacts.manage": "Manage Contacts",
+  "admin.role.customAttributes.manage": "Manage Custom Attributes",
   "admin.automation.newConversation.description": "Rules that run when a new conversation is created, drag and drop to reorder rules.",
   "admin.automation.conversationUpdate": "Conversation Update",
   "admin.automation.conversationUpdate.description": "Rules that run when a conversation is updated.",
@@ -578,6 +589,7 @@
   "conversation.hideQuotedText": "Hide quoted text",
   "conversation.sidebar.action": "Action | Actions",
   "conversation.sidebar.information": "Information",
+  "conversation.sidebar.contactAttributes": "Contact attributes",
   "conversation.sidebar.previousConvo": "Previous conversations",
   "conversation.sidebar.noPreviousConvo": "No previous conversations",
   "conversation.sidebar.notAvailable": "Not available",
@@ -593,5 +605,7 @@
   "replyBox.correctEmailErrors": "Please correct the email errors before sending.",
   "contact.blockConfirm": "Are you sure you want to block this contact? They will no longer be able to interact with you.",
   "contact.unblockConfirm": "Are you sure you want to unblock this contact? They will be able to interact with you again.",
-  "contact.alreadyExistsWithEmail": "Another contact with same email already exists"
+  "contact.alreadyExistsWithEmail": "Another contact with same email already exists",
+  "admin.customAttributes.deleteConfirmation": "This action cannot be undone. This will permanently delete this custom attribute.",
+  "admin.customAttributes.regex.description": "Regex to validate the value of this custom attribute. Leave empty to skip validation."
 }
\ No newline at end of file
diff --git a/internal/authz/authz.go b/internal/authz/authz.go
index 141a26d..906b9d1 100644
--- a/internal/authz/authz.go
+++ b/internal/authz/authz.go
@@ -94,9 +94,10 @@ func (e *Enforcer) Enforce(user umodels.User, obj, act string) (bool, error) {
 // Access can be granted under the following conditions:
 // 1. User has the "read_all" permission, allowing access to all conversations.
 // 2. User has the "read_assigned" permission and is the assigned user.
-// 3. User has the "read_team_inbox" permission and is part of the assigned team, with the conversation unassigned to any specific user.
-// 4. User has the "read_unassigned" permission and the conversation is unassigned to any user or team.
-// Returns true if access is granted, false otherwise. In case of an error while checking permissions, returns false and the error.
+// 3. User has the "read_team_inbox" permission and is part of the assigned team, with the conversation NOT assigned to any user.
+// 4. User has the "read_unassigned" permission and the conversation is not assigned to any user or team.
+// 5. User has the "read" permission, allowing access to the conversation.
+// Returns true if access is granted, false otherwise. In case of an error while checking permissions returns false and the error.
 func (e *Enforcer) EnforceConversationAccess(user umodels.User, conversation cmodels.Conversation) (bool, error) {
 	checkPermission := func(action string) (bool, error) {
 		allowed, err := e.Enforce(user, "conversations", action)
diff --git a/internal/authz/models/models.go b/internal/authz/models/models.go
index 3582b20..7ff626e 100644
--- a/internal/authz/models/models.go
+++ b/internal/authz/models/models.go
@@ -69,6 +69,9 @@ const (
 
 	// Contacts
 	PermContactsManage = "contacts:manage"
+
+	// Custom attributes
+	PermCustomAttributesManage = "custom_attributes:manage"
 )
 
 var validPermissions = map[string]struct{}{
@@ -103,6 +106,7 @@ var validPermissions = map[string]struct{}{
 	PermOIDCManage:                      {},
 	PermAIManage:                        {},
 	PermContactsManage:                  {},
+	PermCustomAttributesManage:          {},
 }
 
 // IsValidPermission returns true if it's a valid permission.
diff --git a/internal/conversation/conversation.go b/internal/conversation/conversation.go
index 60b7571..ba7a337 100644
--- a/internal/conversation/conversation.go
+++ b/internal/conversation/conversation.go
@@ -197,7 +197,7 @@ type queries struct {
 	UpdateConversationAssigneeLastSeen *sqlx.Stmt `query:"update-conversation-assignee-last-seen"`
 	UpdateConversationAssignedUser     *sqlx.Stmt `query:"update-conversation-assigned-user"`
 	UpdateConversationAssignedTeam     *sqlx.Stmt `query:"update-conversation-assigned-team"`
-	RemoveConversationAssignee         *sqlx.Stmt `query:"remove-conversation-assignee"`
+	UpdateConversationCustomAttributes *sqlx.Stmt `query:"update-conversation-custom-attributes"`
 	UpdateConversationPriority         *sqlx.Stmt `query:"update-conversation-priority"`
 	UpdateConversationStatus           *sqlx.Stmt `query:"update-conversation-status"`
 	UpdateConversationLastMessage      *sqlx.Stmt `query:"update-conversation-last-message"`
@@ -209,6 +209,7 @@ type queries struct {
 	ReOpenConversation                 *sqlx.Stmt `query:"re-open-conversation"`
 	UnsnoozeAll                        *sqlx.Stmt `query:"unsnooze-all"`
 	DeleteConversation                 *sqlx.Stmt `query:"delete-conversation"`
+	RemoveConversationAssignee         *sqlx.Stmt `query:"remove-conversation-assignee"`
 
 	// Dashboard queries.
 	GetDashboardCharts string `query:"get-dashboard-charts"`
@@ -887,6 +888,20 @@ func (m *Manager) DeleteConversation(uuid string) error {
 	return nil
 }
 
+// UpdateConversationCustomAttributes updates the custom attributes of a conversation.
+func (c *Manager) UpdateConversationCustomAttributes(uuid string, customAttributes map[string]any) error {
+	jsonb, err := json.Marshal(customAttributes)
+	if err != nil {
+		c.lo.Error("error marshalling custom attributes", "error", err)
+		return envelope.NewError(envelope.GeneralError, c.i18n.Ts("globals.messages.errorUpdating", "name", "{globals.terms.conversation}"), nil)
+	}
+	if _, err := c.q.UpdateConversationCustomAttributes.Exec(uuid, jsonb); err != nil {
+		c.lo.Error("error updating conversation custom attributes", "error", err)
+		return envelope.NewError(envelope.GeneralError, c.i18n.Ts("globals.messages.errorUpdating", "name", "{globals.terms.conversation}"), nil)
+	}
+	return nil
+}
+
 // addConversationParticipant adds a user as participant to a conversation.
 func (c *Manager) addConversationParticipant(userID int, conversationUUID string) error {
 	if _, err := c.q.InsertConversationParticipant.Exec(userID, conversationUUID); err != nil && !dbutil.IsUniqueViolationError(err) {
diff --git a/internal/conversation/models/models.go b/internal/conversation/models/models.go
index 3cda6f1..70fd94b 100644
--- a/internal/conversation/models/models.go
+++ b/internal/conversation/models/models.go
@@ -76,7 +76,7 @@ type Conversation struct {
 	InboxChannel          string          `db:"inbox_channel" json:"inbox_channel"`
 	Tags                  null.JSON       `db:"tags" json:"tags"`
 	Meta                  pq.StringArray  `db:"meta" json:"meta"`
-	CustomAttributes      pq.StringArray  `db:"custom_attributes" json:"custom_attributes"`
+	CustomAttributes      json.RawMessage `db:"custom_attributes" json:"custom_attributes"`
 	LastMessageAt         null.Time       `db:"last_message_at" json:"last_message_at"`
 	LastMessage           null.String     `db:"last_message" json:"last_message"`
 	LastMessageSender     null.String     `db:"last_message_sender" json:"last_message_sender"`
diff --git a/internal/conversation/queries.sql b/internal/conversation/queries.sql
index 41249e6..fd642e0 100644
--- a/internal/conversation/queries.sql
+++ b/internal/conversation/queries.sql
@@ -118,6 +118,7 @@ SELECT
    c.sla_policy_id,
    sla.name as sla_policy_name,
    c.last_message,
+   c.custom_attributes,
    (SELECT COALESCE(
        (SELECT json_agg(t.name)
        FROM tags t
@@ -125,6 +126,7 @@ SELECT
        WHERE ct.conversation_id = c.id),
        '[]'::json
    )) AS tags,
+   ct.id as "contact.id",
    ct.created_at as "contact.created_at",
    ct.updated_at as "contact.updated_at",
    ct.first_name as "contact.first_name",
@@ -133,6 +135,7 @@ SELECT
    ct.avatar_url as "contact.avatar_url",
    ct.phone_number as "contact.phone_number",
    ct.phone_number_calling_code as "contact.phone_number_calling_code",
+   ct.custom_attributes as "contact.custom_attributes",
    COALESCE(lr.cc, '[]'::jsonb) as cc,
    COALESCE(lr.bcc, '[]'::jsonb) as bcc,
    as_latest.first_response_deadline_at,
@@ -258,7 +261,7 @@ SELECT json_build_object(
     'unassigned', COUNT(CASE WHEN c.assigned_user_id IS NULL THEN 1 END),
     'pending', COUNT(CASE WHEN c.first_reply_at IS NOT NULL THEN 1 END),
     'agents_online', (SELECT COUNT(*) FROM users WHERE availability_status = 'online' AND type = 'agent' AND deleted_at is null),
-    'agents_away', (SELECT COUNT(*) FROM users WHERE availability_status in ('away', 'away_manual') AND type = 'agent' AND deleted_at is null),
+    'agents_away', (SELECT COUNT(*) FROM users WHERE availability_status = 'away_manual' AND type = 'agent' AND deleted_at is null),
     'agents_offline', (SELECT COUNT(*) FROM users WHERE availability_status = 'offline' AND type = 'agent' AND deleted_at is null)
 )
 FROM conversations c
@@ -368,6 +371,11 @@ SET assigned_user_id = NULL,
     updated_at = now()
 WHERE assigned_user_id = $1 AND status_id in (SELECT id FROM conversation_statuses WHERE name NOT IN ('Resolved', 'Closed'));
 
+-- name: update-conversation-custom-attributes
+UPDATE conversations
+SET custom_attributes = $2,
+    updated_at = now()
+WHERE uuid = $1;
 
 -- MESSAGE queries.
 -- name: get-message-source-ids
diff --git a/internal/custom_attribute/custom_attribute.go b/internal/custom_attribute/custom_attribute.go
new file mode 100644
index 0000000..43e2a68
--- /dev/null
+++ b/internal/custom_attribute/custom_attribute.go
@@ -0,0 +1,109 @@
+// Package customAttribute handles the management of custom attributes for contacts and conversations.
+package customAttribute
+
+import (
+	"database/sql"
+	"embed"
+
+	"github.com/abhinavxd/libredesk/internal/custom_attribute/models"
+	"github.com/abhinavxd/libredesk/internal/dbutil"
+	"github.com/abhinavxd/libredesk/internal/envelope"
+	"github.com/jmoiron/sqlx"
+	"github.com/knadh/go-i18n"
+	"github.com/lib/pq"
+	"github.com/zerodha/logf"
+)
+
+var (
+	//go:embed queries.sql
+	efs embed.FS
+)
+
+// Manager manages custom attributes.
+type Manager struct {
+	q    queries
+	lo   *logf.Logger
+	i18n *i18n.I18n
+}
+
+// Opts contains options for initializing the Manager.
+type Opts struct {
+	DB   *sqlx.DB
+	Lo   *logf.Logger
+	I18n *i18n.I18n
+}
+
+// queries contains prepared SQL queries.
+type queries struct {
+	GetCustomAttribute     *sqlx.Stmt `query:"get-custom-attribute"`
+	GetAllCustomAttributes *sqlx.Stmt `query:"get-all-custom-attributes"`
+	InsertCustomAttribute  *sqlx.Stmt `query:"insert-custom-attribute"`
+	DeleteCustomAttribute  *sqlx.Stmt `query:"delete-custom-attribute"`
+	UpdateCustomAttribute  *sqlx.Stmt `query:"update-custom-attribute"`
+}
+
+// New creates and returns a new instance of the Manager.
+func New(opts Opts) (*Manager, error) {
+	var q queries
+	if err := dbutil.ScanSQLFile("queries.sql", &q, opts.DB, efs); err != nil {
+		return nil, err
+	}
+	return &Manager{
+		q:    q,
+		lo:   opts.Lo,
+		i18n: opts.I18n,
+	}, nil
+}
+
+// Get retrieves a custom attribute by ID.
+func (m *Manager) Get(id int) (models.CustomAttribute, error) {
+	var customAttribute models.CustomAttribute
+	if err := m.q.GetCustomAttribute.Get(&customAttribute, id); err != nil {
+		if err == sql.ErrNoRows {
+			return customAttribute, envelope.NewError(envelope.NotFoundError, m.i18n.Ts("globals.messages.notFound", "name", m.i18n.P("globals.terms.customAttribute")), nil)
+		}
+		m.lo.Error("error fetching custom attribute", "error", err)
+		return customAttribute, envelope.NewError(envelope.GeneralError, m.i18n.Ts("globals.messages.errorFetching", "name", m.i18n.P("globals.terms.customAttribute")), nil)
+	}
+	return customAttribute, nil
+}
+
+// GetAll retrieves all custom attributes.
+func (m *Manager) GetAll(appliesTo string) ([]models.CustomAttribute, error) {
+	var customAttributes = make([]models.CustomAttribute, 0)
+	if err := m.q.GetAllCustomAttributes.Select(&customAttributes, appliesTo); err != nil {
+		m.lo.Error("error fetching custom attributes", "error", err)
+		return nil, envelope.NewError(envelope.GeneralError, m.i18n.Ts("globals.messages.errorFetching", "name", m.i18n.P("globals.terms.customAttribute")), nil)
+	}
+	return customAttributes, nil
+}
+
+// Create creates a new custom attribute.
+func (m *Manager) Create(attr models.CustomAttribute) error {
+	if _, err := m.q.InsertCustomAttribute.Exec(attr.AppliesTo, attr.Name, attr.Description, attr.Key, pq.Array(attr.Values), attr.DataType, attr.Regex); err != nil {
+		if dbutil.IsUniqueViolationError(err) {
+			return envelope.NewError(envelope.InputError, m.i18n.Ts("globals.messages.errorAlreadyExists", "name", m.i18n.P("globals.terms.customAttribute")), nil)
+		}
+		m.lo.Error("error inserting custom attribute", "error", err)
+		return envelope.NewError(envelope.GeneralError, m.i18n.Ts("globals.messages.errorCreating", "name", "{globals.terms.customAttribute}"), nil)
+	}
+	return nil
+}
+
+// Update updates a custom attribute by ID.
+func (m *Manager) Update(id int, attr models.CustomAttribute) error {
+	if _, err := m.q.UpdateCustomAttribute.Exec(id, attr.AppliesTo, attr.Name, attr.Description, pq.Array(attr.Values), attr.DataType, attr.Regex); err != nil {
+		m.lo.Error("error updating custom attribute", "error", err)
+		return envelope.NewError(envelope.GeneralError, m.i18n.Ts("globals.messages.errorUpdating", "name", "{globals.terms.customAttribute}"), nil)
+	}
+	return nil
+}
+
+// Delete deletes a custom attribute by ID.
+func (m *Manager) Delete(id int) error {
+	if _, err := m.q.DeleteCustomAttribute.Exec(id); err != nil {
+		m.lo.Error("error deleting custom attribute", "error", err)
+		return envelope.NewError(envelope.GeneralError, m.i18n.Ts("globals.messages.errorDeleting", "name", "{globals.terms.customAttribute}"), nil)
+	}
+	return nil
+}
diff --git a/internal/custom_attribute/models/models.go b/internal/custom_attribute/models/models.go
new file mode 100644
index 0000000..561d516
--- /dev/null
+++ b/internal/custom_attribute/models/models.go
@@ -0,0 +1,20 @@
+package models
+
+import (
+	"time"
+
+	"github.com/lib/pq"
+)
+
+type CustomAttribute struct {
+	ID          int            `db:"id" json:"id"`
+	CreatedAt   time.Time      `db:"created_at" json:"created_at"`
+	UpdatedAt   time.Time      `db:"updated_at" json:"updated_at"`
+	AppliesTo   string         `db:"applies_to" json:"applies_to"`
+	Name        string         `db:"name" json:"name"`
+	Description string         `db:"description" json:"description"`
+	Key         string         `db:"key" json:"key"`
+	Values      pq.StringArray `db:"values" json:"values"`
+	DataType    string         `db:"data_type" json:"data_type"`
+	Regex       string         `db:"regex" json:"regex"`
+}
diff --git a/internal/custom_attribute/queries.sql b/internal/custom_attribute/queries.sql
new file mode 100644
index 0000000..81392d0
--- /dev/null
+++ b/internal/custom_attribute/queries.sql
@@ -0,0 +1,63 @@
+-- name: get-all-custom-attributes
+SELECT
+    id,
+    created_at,
+    updated_at,
+    applies_to,
+    name,
+    description,
+    key,
+    values,
+    data_type,
+    regex
+FROM
+    custom_attribute_definitions
+WHERE
+    CASE WHEN $1 = '' THEN TRUE
+         ELSE applies_to = $1
+    END
+ORDER BY
+    updated_at DESC;
+
+-- name: get-custom-attribute
+SELECT
+    id,
+    created_at,
+    updated_at,
+    applies_to,
+    name,
+    description,
+    key,
+    values,
+    data_type,
+    regex
+FROM
+    custom_attribute_definitions
+WHERE
+    id = $1;
+
+-- name: insert-custom-attribute
+INSERT INTO
+    custom_attribute_definitions (applies_to, name, description, key, values, data_type, regex)
+VALUES
+    ($1, $2, $3, $4, $5, $6, $7)
+
+-- name: delete-custom-attribute
+DELETE FROM
+    custom_attribute_definitions
+WHERE
+    id = $1;
+
+-- name: update-custom-attribute
+UPDATE
+    custom_attribute_definitions
+SET
+    applies_to = $2,
+    name = $3,
+    description = $4,
+    values = $5,
+    data_type = $6,
+    regex = $7,
+    updated_at = NOW()
+WHERE
+    id = $1;
\ No newline at end of file
diff --git a/internal/migrations/v0.6.0.go b/internal/migrations/v0.6.0.go
index 8b4dffe..1d47c87 100644
--- a/internal/migrations/v0.6.0.go
+++ b/internal/migrations/v0.6.0.go
@@ -75,5 +75,37 @@ func V0_6_0(db *sqlx.DB, fs stuffbin.FileSystem, ko *koanf.Koanf) error {
 		return err
 	}
 
+	// Add `custom_attributes:manage` permission to Admin role
+	_, err = db.Exec(`
+		UPDATE roles
+		SET permissions = array_append(permissions, 'custom_attributes:manage')
+		WHERE name = 'Admin' AND NOT ('custom_attributes:manage' = ANY(permissions));
+	`)
+	if err != nil {
+		return err
+	}
+
+	// Create table for custom attribute definitions
+	_, err = db.Exec(`
+		CREATE TABLE IF NOT EXISTS custom_attribute_definitions (
+			id SERIAL PRIMARY KEY,
+			created_at TIMESTAMPTZ DEFAULT NOW(),
+			updated_at TIMESTAMPTZ DEFAULT NOW(),
+			"name" TEXT NOT NULL,
+			description TEXT NOT NULL,
+			applies_to TEXT NOT NULL,
+			key TEXT NOT NULL,
+			values TEXT[] DEFAULT '{}'::TEXT[] NOT NULL,
+			data_type TEXT NOT NULL,
+			regex TEXT NULL,
+			CONSTRAINT constraint_custom_attribute_definitions_on_name CHECK (length("name") <= 140),
+			CONSTRAINT constraint_custom_attribute_definitions_on_description CHECK (length(description) <= 300),
+			CONSTRAINT constraint_custom_attribute_definitions_on_key CHECK (length(key) <= 140),
+			CONSTRAINT constraint_custom_attribute_definitions_key_applies_to_unique UNIQUE (key, applies_to)
+		);
+	`)
+	if err != nil {
+		return err
+	}
 	return nil
 }
diff --git a/internal/user/models/models.go b/internal/user/models/models.go
index b735a76..8a45fe9 100644
--- a/internal/user/models/models.go
+++ b/internal/user/models/models.go
@@ -1,6 +1,7 @@
 package models
 
 import (
+	"encoding/json"
 	"time"
 
 	tmodels "github.com/abhinavxd/libredesk/internal/team/models"
@@ -24,32 +25,32 @@ const (
 )
 
 type User struct {
-	ID                     int            `db:"id" json:"id"`
-	CreatedAt              time.Time      `db:"created_at" json:"created_at"`
-	UpdatedAt              time.Time      `db:"updated_at" json:"updated_at"`
-	FirstName              string         `db:"first_name" json:"first_name"`
-	LastName               string         `db:"last_name" json:"last_name"`
-	Email                  null.String    `db:"email" json:"email"`
-	Type                   string         `db:"type" json:"type"`
-	AvailabilityStatus     string         `db:"availability_status" json:"availability_status"`
-	PhoneNumberCallingCode null.String    `db:"phone_number_calling_code" json:"phone_number_calling_code"`
-	PhoneNumber            null.String    `db:"phone_number" json:"phone_number"`
-	AvatarURL              null.String    `db:"avatar_url" json:"avatar_url"`
-	Enabled                bool           `db:"enabled" json:"enabled"`
-	Password               string         `db:"password" json:"-"`
-	LastActiveAt           null.Time      `db:"last_active_at" json:"last_active_at"`
-	LastLoginAt            null.Time      `db:"last_login_at" json:"last_login_at"`
-	Roles                  pq.StringArray `db:"roles" json:"roles"`
-	Permissions            pq.StringArray `db:"permissions" json:"permissions"`
-	Meta                   pq.StringArray `db:"meta" json:"meta"`
-	CustomAttributes       pq.StringArray `db:"custom_attributes" json:"custom_attributes"`
-	Teams                  tmodels.Teams  `db:"teams" json:"teams"`
-	ContactChannelID       int            `db:"contact_channel_id" json:"contact_channel_id,omitempty"`
-	NewPassword            string         `db:"-" json:"new_password,omitempty"`
-	SendWelcomeEmail       bool           `db:"-" json:"send_welcome_email,omitempty"`
-	InboxID                int            `json:"-"`
-	SourceChannel          null.String    `json:"-"`
-	SourceChannelID        null.String    `json:"-"`
+	ID                     int             `db:"id" json:"id"`
+	CreatedAt              time.Time       `db:"created_at" json:"created_at"`
+	UpdatedAt              time.Time       `db:"updated_at" json:"updated_at"`
+	FirstName              string          `db:"first_name" json:"first_name"`
+	LastName               string          `db:"last_name" json:"last_name"`
+	Email                  null.String     `db:"email" json:"email"`
+	Type                   string          `db:"type" json:"type"`
+	AvailabilityStatus     string          `db:"availability_status" json:"availability_status"`
+	PhoneNumberCallingCode null.String     `db:"phone_number_calling_code" json:"phone_number_calling_code"`
+	PhoneNumber            null.String     `db:"phone_number" json:"phone_number"`
+	AvatarURL              null.String     `db:"avatar_url" json:"avatar_url"`
+	Enabled                bool            `db:"enabled" json:"enabled"`
+	Password               string          `db:"password" json:"-"`
+	LastActiveAt           null.Time       `db:"last_active_at" json:"last_active_at"`
+	LastLoginAt            null.Time       `db:"last_login_at" json:"last_login_at"`
+	Roles                  pq.StringArray  `db:"roles" json:"roles"`
+	Permissions            pq.StringArray  `db:"permissions" json:"permissions"`
+	Meta                   pq.StringArray  `db:"meta" json:"meta"`
+	CustomAttributes       json.RawMessage `db:"custom_attributes" json:"custom_attributes"`
+	Teams                  tmodels.Teams   `db:"teams" json:"teams"`
+	ContactChannelID       int             `db:"contact_channel_id" json:"contact_channel_id,omitempty"`
+	NewPassword            string          `db:"-" json:"new_password,omitempty"`
+	SendWelcomeEmail       bool            `db:"-" json:"send_welcome_email,omitempty"`
+	InboxID                int             `json:"-"`
+	SourceChannel          null.String     `json:"-"`
+	SourceChannelID        null.String     `json:"-"`
 
 	Total int `json:"total,omitempty"`
 }
diff --git a/internal/user/queries.sql b/internal/user/queries.sql
index 232140d..31fbe83 100644
--- a/internal/user/queries.sql
+++ b/internal/user/queries.sql
@@ -95,6 +95,12 @@ SET first_name = COALESCE($2, first_name),
  updated_at = now()
 WHERE id = $1;
 
+-- name: update-custom-attributes
+UPDATE users
+SET custom_attributes = $2,
+updated_at = now()
+WHERE id = $1;
+
 -- name: update-avatar
 UPDATE users  
 SET avatar_url = $2, updated_at = now()
diff --git a/internal/user/user.go b/internal/user/user.go
index 2d486c5..e1fd6d6 100644
--- a/internal/user/user.go
+++ b/internal/user/user.go
@@ -5,6 +5,7 @@ import (
 	"context"
 	"database/sql"
 	"embed"
+	"encoding/json"
 	"errors"
 	"fmt"
 	"os"
@@ -58,22 +59,23 @@ type Opts struct {
 
 // queries contains prepared SQL queries.
 type queries struct {
-	GetUser               *sqlx.Stmt `query:"get-user"`
-	GetUsers              string     `query:"get-users"`
-	GetAgentsCompact      *sqlx.Stmt `query:"get-agents-compact"`
-	UpdateContact         *sqlx.Stmt `query:"update-contact"`
-	UpdateAgent           *sqlx.Stmt `query:"update-agent"`
-	UpdateAvatar          *sqlx.Stmt `query:"update-avatar"`
-	UpdateAvailability    *sqlx.Stmt `query:"update-availability"`
-	UpdateLastActiveAt    *sqlx.Stmt `query:"update-last-active-at"`
-	UpdateInactiveOffline *sqlx.Stmt `query:"update-inactive-offline"`
-	UpdateLastLoginAt     *sqlx.Stmt `query:"update-last-login-at"`
-	SoftDeleteAgent       *sqlx.Stmt `query:"soft-delete-agent"`
-	SetUserPassword       *sqlx.Stmt `query:"set-user-password"`
-	SetResetPasswordToken *sqlx.Stmt `query:"set-reset-password-token"`
-	ResetPassword         *sqlx.Stmt `query:"reset-password"`
-	InsertAgent           *sqlx.Stmt `query:"insert-agent"`
-	InsertContact         *sqlx.Stmt `query:"insert-contact"`
+	GetUser                *sqlx.Stmt `query:"get-user"`
+	GetUsers               string     `query:"get-users"`
+	GetAgentsCompact       *sqlx.Stmt `query:"get-agents-compact"`
+	UpdateContact          *sqlx.Stmt `query:"update-contact"`
+	UpdateAgent            *sqlx.Stmt `query:"update-agent"`
+	UpdateCustomAttributes *sqlx.Stmt `query:"update-custom-attributes"`
+	UpdateAvatar           *sqlx.Stmt `query:"update-avatar"`
+	UpdateAvailability     *sqlx.Stmt `query:"update-availability"`
+	UpdateLastActiveAt     *sqlx.Stmt `query:"update-last-active-at"`
+	UpdateInactiveOffline  *sqlx.Stmt `query:"update-inactive-offline"`
+	UpdateLastLoginAt      *sqlx.Stmt `query:"update-last-login-at"`
+	SoftDeleteAgent        *sqlx.Stmt `query:"soft-delete-agent"`
+	SetUserPassword        *sqlx.Stmt `query:"set-user-password"`
+	SetResetPasswordToken  *sqlx.Stmt `query:"set-reset-password-token"`
+	ResetPassword          *sqlx.Stmt `query:"reset-password"`
+	InsertAgent            *sqlx.Stmt `query:"insert-agent"`
+	InsertContact          *sqlx.Stmt `query:"insert-contact"`
 }
 
 // New creates and returns a new instance of the Manager.
@@ -353,6 +355,23 @@ func (u *Manager) MonitorAgentAvailability(ctx context.Context) {
 	}
 }
 
+// UpdateCustomAttributes updates the custom attributes of an user.
+func (u *Manager) UpdateCustomAttributes(id int, customAttributes map[string]any) error {
+	// Convert custom attributes to JSON.
+	jsonb, err := json.Marshal(customAttributes)
+	if err != nil {
+		u.lo.Error("error marshalling custom attributes to JSON", "error", err)
+		return envelope.NewError(envelope.GeneralError, u.i18n.Ts("globals.messages.errorUpdating", "name", "{globals.terms.user}"), nil)
+	}
+	// Update custom attributes in the database.
+	if _, err := u.q.UpdateCustomAttributes.Exec(id, jsonb); err != nil {
+		u.lo.Error("error updating user custom attributes", "error", err)
+		return envelope.NewError(envelope.GeneralError, u.i18n.Ts("globals.messages.errorUpdating", "name", "{globals.terms.user}"), nil)
+
+	}
+	return nil
+}
+
 // makeUserListQuery generates a query to fetch users based on the provided filters.
 func (u *Manager) makeUserListQuery(page, pageSize int, typ, order, orderBy, filtersJSON string) (string, []interface{}, error) {
 	var (
diff --git a/schema.sql b/schema.sql
index 4be25eb..c54bcbb 100644
--- a/schema.sql
+++ b/schema.sql
@@ -496,6 +496,24 @@ CREATE TABLE ai_prompts (
 );
 CREATE INDEX index_ai_prompts_on_key ON ai_prompts USING btree (key);
 
+DROP TABLE IF EXISTS custom_attribute_definitions CASCADE;
+CREATE TABLE custom_attribute_definitions (
+	id SERIAL PRIMARY KEY,
+	created_at TIMESTAMPTZ DEFAULT NOW(),
+	updated_at TIMESTAMPTZ DEFAULT NOW(),
+	"name" TEXT NOT NULL,
+	description TEXT NOT NULL,
+	applies_to TEXT NOT NULL,
+	key TEXT NOT NULL,
+	values TEXT[] DEFAULT '{}'::TEXT[] NOT NULL,
+	data_type TEXT NOT NULL,
+	regex TEXT NULL,
+	CONSTRAINT constraint_custom_attribute_definitions_on_name CHECK (length("name") <= 140),
+	CONSTRAINT constraint_custom_attribute_definitions_on_description CHECK (length(description) <= 300),
+	CONSTRAINT constraint_custom_attribute_definitions_on_key CHECK (length(key) <= 140),
+	CONSTRAINT constraint_custom_attribute_definitions_key_applies_to_unique UNIQUE (key, applies_to)
+);
+
 INSERT INTO ai_providers
 ("name", provider, config, is_default)
 VALUES('openai', 'openai', '{"api_key": ""}'::jsonb, true);
@@ -565,7 +583,7 @@ VALUES
 	(
 		'Admin',
 		'Role for users who have complete access to everything.',
-		'{contacts:manage,conversations:write,ai:manage,general_settings:manage,notification_settings:manage,oidc:manage,conversations:read_all,conversations:read_unassigned,conversations:read_assigned,conversations:read_team_inbox,conversations:read,conversations:update_user_assignee,conversations:update_team_assignee,conversations:update_priority,conversations:update_status,conversations:update_tags,messages:read,messages:write,view:manage,status:manage,tags:manage,macros:manage,users:manage,teams:manage,automations:manage,inboxes:manage,roles:manage,reports:manage,templates:manage,business_hours:manage,sla:manage}'
+		'{custom_attributes:manage,contacts:manage,conversations:write,ai:manage,general_settings:manage,notification_settings:manage,oidc:manage,conversations:read_all,conversations:read_unassigned,conversations:read_assigned,conversations:read_team_inbox,conversations:read,conversations:update_user_assignee,conversations:update_team_assignee,conversations:update_priority,conversations:update_status,conversations:update_tags,messages:read,messages:write,view:manage,status:manage,tags:manage,macros:manage,users:manage,teams:manage,automations:manage,inboxes:manage,roles:manage,reports:manage,templates:manage,business_hours:manage,sla:manage}'
 	);