In a fresh bid to secure Google Pay users in India, the company on Thursday announced more choices and controls to manage transaction data on the digital payments platform. The users can now view and delete individual transactions and activity records that they don’t want to be used to tailor their experience. In addition, they can also choose to turn off personalisation for their account on account.google.com.

From next week, Google Pay app settings will provide users with more controls to decide how their Pay activity is used to personalise features within the app. Users can choose they would like to turn the control on or off as soon as they upgrade to the next version of the Google Pay app," Ambarish Kenghe, Vice President-Product, Google Pay, said in a statement.

Turning on "Personalisation within Google Pay'' will provide a more tailored experience within Google Pay. For example, the users receive more relevant offers and rewards based on their activity within Google Pay, including transaction history.

"Even with this setting turned off, Google Pay will continue to work just as well -- only without personalization," Kenghe said.

The users who update Google Pay on Android and iOS can access these controls to modify their personalisation experience on Google Pay based on their preference.

"Your personal information is never sold to anyone and your transaction history is not shared with any other Google product for targeting ads," the company said.

“We know that safety and privacy is paramount for payments products and services, and people want more control and transparency on how their  transaction data is used. In line with this commitment, your financial and transaction information on Google Pay has always been governed by your consent,” the company added.

Google said it is committed ensuring to keep raising the bar to “deploy state-of-the-art data security and privacy measures and put the users in-charge of how their data is used”.