User-defined data is encrypted on the client-side. For example, when an end-user creates an Owner for a mobile device (e.g. Dave S. iPhone) the plain text data never reaches the Netify data stores -- it is encrypted by a client-side key before being transmitted. The encrypted data is easy to identify in a REST API payload - the data is two segments of hexadecimal strings separated by a colon.
You can find more information in our Privacy documentation.