Do your customers send you private information, which you don't want to show in your helpdesk?
LiveAgent can automatically Search string in every incoming message and Replace it with something else before being displayed or stored in database.
You can hide original data with random characters or data. The main reason for applying masking of a data field is to protect data that is classified as personal sensitive data.
It can be used e.g. for preventing helpdesk operators from viewing credit card numbers in billing systems (obfuscating credit card numbers from 123456789 to 12xxxx789).
According to PCI Security Standards you must mask sensitive data when displayed and make the stored sensitive data unreadable.