diff --git a/app/actions/contact_identify_action.rb b/app/actions/contact_identify_action.rb
index 655c6bc1c..746d1bfec 100644
--- a/app/actions/contact_identify_action.rb
+++ b/app/actions/contact_identify_action.rb
@@ -52,12 +52,11 @@ class ContactIdentifyAction
   end
 
   def update_contact
-    custom_attributes = params[:custom_attributes] ? @contact.custom_attributes.merge(params[:custom_attributes]) : @contact.custom_attributes
     # blank identifier or email will throw unique index error
     # TODO: replace reject { |_k, v| v.blank? } with compact_blank when rails is upgraded
     @contact.update!(params.slice(:name, :email, :identifier, :phone_number).reject do |_k, v|
                        v.blank?
-                     end.merge({ custom_attributes: custom_attributes }))
+                     end.merge({ custom_attributes: custom_attributes, additional_attributes: additional_attributes }))
     ContactAvatarJob.perform_later(@contact, params[:avatar_url]) if params[:avatar_url].present?
   end
 
@@ -68,4 +67,16 @@ class ContactIdentifyAction
       mergee_contact: merge_contact
     ).perform
   end
+
+  def custom_attributes
+    params[:custom_attributes] ? @contact.custom_attributes.deep_merge(params[:custom_attributes].stringify_keys) : @contact.custom_attributes
+  end
+
+  def additional_attributes
+    if params[:additional_attributes]
+      @contact.additional_attributes.deep_merge(params[:additional_attributes].stringify_keys)
+    else
+      @contact.additional_attributes
+    end
+  end
 end
diff --git a/app/controllers/api/v1/widget/contacts_controller.rb b/app/controllers/api/v1/widget/contacts_controller.rb
index d745c4153..fbc303a4f 100644
--- a/app/controllers/api/v1/widget/contacts_controller.rb
+++ b/app/controllers/api/v1/widget/contacts_controller.rb
@@ -46,6 +46,7 @@ class Api::V1::Widget::ContactsController < Api::V1::Widget::BaseController
   end
 
   def permitted_params
-    params.permit(:website_token, :identifier, :identifier_hash, :email, :name, :avatar_url, :phone_number, custom_attributes: {})
+    params.permit(:website_token, :identifier, :identifier_hash, :email, :name, :avatar_url, :phone_number, custom_attributes: {},
+                                                                                                            additional_attributes: {})
   end
 end
diff --git a/app/javascript/widget/store/modules/contacts.js b/app/javascript/widget/store/modules/contacts.js
index 79fb36de6..ef146ce72 100644
--- a/app/javascript/widget/store/modules/contacts.js
+++ b/app/javascript/widget/store/modules/contacts.js
@@ -24,17 +24,38 @@ export const actions = {
   },
   update: async ({ dispatch }, { identifier, user: userObject }) => {
     try {
+      const {
+        email,
+        name,
+        avatar_url,
+        identifier_hash,
+        phone_number,
+        company_name,
+        city,
+        country_code,
+        description,
+        custom_attributes,
+        social_profiles,
+      } = userObject;
       const user = {
-        email: userObject.email,
-        name: userObject.name,
-        avatar_url: userObject.avatar_url,
-        identifier_hash: userObject.identifier_hash,
-        phone_number: userObject.phone_number,
+        email,
+        name,
+        avatar_url,
+        identifier_hash,
+        phone_number,
+        additional_attributes: {
+          company_name,
+          city,
+          description,
+          country_code,
+          social_profiles,
+        },
+        custom_attributes,
       };
       await ContactsAPI.update(identifier, user);
 
       dispatch('get');
-      if (userObject.identifier_hash) {
+      if (identifier_hash) {
         dispatch('conversation/clearConversations', {}, { root: true });
         dispatch('conversation/fetchOldConversations', {}, { root: true });
       }
diff --git a/spec/actions/contact_identify_action_spec.rb b/spec/actions/contact_identify_action_spec.rb
index 71c1b274a..ad109a0ea 100644
--- a/spec/actions/contact_identify_action_spec.rb
+++ b/spec/actions/contact_identify_action_spec.rb
@@ -6,7 +6,10 @@ describe ::ContactIdentifyAction do
   let!(:account) { create(:account) }
   let(:custom_attributes) { { test: 'test', test1: 'test1' } }
   let!(:contact) { create(:contact, account: account, custom_attributes: custom_attributes) }
-  let(:params) { { name: 'test', identifier: 'test_id', custom_attributes: { test: 'new test', test2: 'test2' } } }
+  let(:params) do
+    { name: 'test', identifier: 'test_id', additional_attributes: { location: 'Bengaulru', company_name: 'Meta' },
+      custom_attributes: { test: 'new test', test2: 'test2' } }
+  end
 
   describe '#perform' do
     it 'updates the contact' do
@@ -15,9 +18,18 @@ describe ::ContactIdentifyAction do
       expect(contact.reload.name).to eq 'test'
       # custom attributes are merged properly without overwriting existing ones
       expect(contact.custom_attributes).to eq({ 'test' => 'new test', 'test1' => 'test1', 'test2' => 'test2' })
+      expect(contact.additional_attributes).to eq({ 'company_name' => 'Meta', 'location' => 'Bengaulru' })
       expect(contact.reload.identifier).to eq 'test_id'
     end
 
+    it 'merge deeply nested additional attributes' do
+      create(:contact, account: account, identifier: '', email: 'test@test.com',
+                       additional_attributes: { location: 'Bengaulru', company_name: 'Meta', social_profiles: { linkedin: 'saras' } })
+      params = { email: 'test@test.com', additional_attributes: { social_profiles: { twitter: 'saras' } } }
+      result = described_class.new(contact: contact, params: params).perform
+      expect(result.additional_attributes['social_profiles']).to eq({ 'linkedin' => 'saras', 'twitter' => 'saras' })
+    end
+
     it 'enques avatar job when avatar url parameter is passed' do
       params = { name: 'test', avatar_url: 'https://chatwoot-assets.local/sample.png' }
       expect(ContactAvatarJob).to receive(:perform_later).with(contact, params[:avatar_url]).once