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By default, all data is are retained in the Visitly as long as the customer has an active subscription with Visitly.
If you would like to have a policy to auto-purge visitor data from Visitly, you can go to your location setting and set the retention period in days. All the visits that signed in before the defined number of days will be deleted from the system. Use this feature with caution as once the visits are deleted they cannot be recovered after that.