Techniques for providing an information masking service may be provided. For example, an association between masking information and one or more masking profiles may be maintained where each masking profile indicates usage behavior of a user at a particular location. In embodiments, a location of a user device may be determined based at least in part on location information received from a user device. A particular masking profile of the one or more masking profiles may be selected based at least in part on the determined location. The masking information that corresponds to the particular masking profile may be provided to the user device where the masking information is configured to be utilized by the user device when communicating with a network of the determined location rather than the default identification information of the user device.