# IDs & profile information



Identity is central to creating a personalized Messenger experience. The Messenger Platform provides a set of APIs to retrieve basic profile information, link Messenger accounts with your business accounts, and organize end users with custom labels.

## User profile {#profile}

Use a Page-scoped ID (PSID) to retrieve a person's profile information — such as name and profile picture — to personalize the conversation.

[Learn more →](https://developers.facebook.com/documentation/business-messaging/messenger-platform/identity/user-profile)

## Account linking {#account_linking}

Use your web-based login flow to authenticate a person's identity and link it with their Messenger account. This lets you securely access existing customer data to provide a richer conversation experience.

[Learn more →](https://developers.facebook.com/documentation/business-messaging/messenger-platform/identity/account-linking)

## Custom labels {#custom_labels}

Create and manage custom labels to organize and segment your end users. Labels help you categorize people for targeted messaging and audience management.

[Learn more →](https://developers.facebook.com/documentation/business-messaging/messenger-platform/identity/custom-labels)