diff --git a/api-reference/openapi_spec.json b/api-reference/openapi_spec.json
index 64893d291c47..1e62053dde18 100644
--- a/api-reference/openapi_spec.json
+++ b/api-reference/openapi_spec.json
@@ -7265,7 +7265,11 @@
             "nullable": true
           },
           "payment_link_config": {
-            "description": "Default Payment Link config for all payment links created under this business profile",
+            "allOf": [
+              {
+                "$ref": "#/components/schemas/BusinessPaymentLinkConfig"
+              }
+            ],
             "nullable": true
           },
           "authentication_connector_details": {
diff --git a/crates/api_models/src/admin.rs b/crates/api_models/src/admin.rs
index c6a6fe17222a..dc0d3248b25d 100644
--- a/crates/api_models/src/admin.rs
+++ b/crates/api_models/src/admin.rs
@@ -167,15 +167,6 @@ impl MerchantAccountCreate {
             .transpose()
     }
 
-    pub fn get_webhook_details_as_value(
-        &self,
-    ) -> CustomResult<Option<serde_json::Value>, errors::ParsingError> {
-        self.webhook_details
-            .as_ref()
-            .map(|webhook_details| webhook_details.encode_to_value())
-            .transpose()
-    }
-
     pub fn parse_routing_algorithm(&self) -> CustomResult<(), errors::ParsingError> {
         match self.routing_algorithm {
             Some(ref routing_algorithm) => {
@@ -248,7 +239,7 @@ impl MerchantAccountCreate {
 pub struct AuthenticationConnectorDetails {
     /// List of authentication connectors
     #[schema(value_type = Vec<AuthenticationConnectors>)]
-    pub authentication_connectors: Vec<api_enums::AuthenticationConnectors>,
+    pub authentication_connectors: Vec<common_enums::AuthenticationConnectors>,
     /// URL of the (customer service) website that will be shown to the shopper in case of technical errors during the 3D Secure 2 process.
     pub three_ds_requestor_url: String,
 }
@@ -483,8 +474,7 @@ pub struct MerchantAccountResponse {
     pub merchant_details: Option<Encryptable<pii::SecretSerdeValue>>,
 
     /// Webhook related details
-    #[schema(value_type = Option<WebhookDetails>)]
-    pub webhook_details: Option<serde_json::Value>,
+    pub webhook_details: Option<WebhookDetails>,
 
     /// The routing algorithm to be used to process the incoming request from merchant to outgoing payment processor or payment method. The default is 'Custom'
     #[serde(skip)]
@@ -1948,8 +1938,7 @@ pub struct BusinessProfileResponse {
     pub redirect_to_merchant_with_http_post: bool,
 
     /// Webhook related details
-    #[schema(value_type = Option<WebhookDetails>)]
-    pub webhook_details: Option<pii::SecretSerdeValue>,
+    pub webhook_details: Option<WebhookDetails>,
 
     /// Metadata is useful for storing additional, unstructured information on an object.
     #[schema(value_type = Option<Object>, example = r#"{ "city": "NY", "unit": "245" }"#)]
@@ -1980,7 +1969,8 @@ pub struct BusinessProfileResponse {
     pub session_expiry: Option<i64>,
 
     /// Default Payment Link config for all payment links created under this business profile
-    pub payment_link_config: Option<serde_json::Value>,
+    #[schema(value_type = Option<BusinessPaymentLinkConfig>)]
+    pub payment_link_config: Option<BusinessPaymentLinkConfig>,
 
     /// External 3DS authentication details
     pub authentication_connector_details: Option<AuthenticationConnectorDetails>,
diff --git a/crates/api_models/src/enums.rs b/crates/api_models/src/enums.rs
index 01a428a12f39..eed29b1aa0d9 100644
--- a/crates/api_models/src/enums.rs
+++ b/crates/api_models/src/enums.rs
@@ -303,36 +303,6 @@ impl Connector {
     }
 }
 
-#[derive(
-    Clone,
-    Copy,
-    Debug,
-    Eq,
-    Hash,
-    PartialEq,
-    serde::Serialize,
-    serde::Deserialize,
-    strum::Display,
-    strum::EnumString,
-    ToSchema,
-)]
-#[serde(rename_all = "snake_case")]
-#[strum(serialize_all = "snake_case")]
-pub enum AuthenticationConnectors {
-    Threedsecureio,
-    Netcetera,
-    Gpayments,
-}
-
-impl AuthenticationConnectors {
-    pub fn is_separate_version_call_required(&self) -> bool {
-        match self {
-            Self::Threedsecureio | Self::Netcetera => false,
-            Self::Gpayments => true,
-        }
-    }
-}
-
 #[cfg(feature = "payouts")]
 #[derive(
     Clone,
diff --git a/crates/common_enums/src/enums.rs b/crates/common_enums/src/enums.rs
index f80dc9698dea..8c9fc2f06c9e 100644
--- a/crates/common_enums/src/enums.rs
+++ b/crates/common_enums/src/enums.rs
@@ -2517,6 +2517,36 @@ pub enum ReconStatus {
     Disabled,
 }
 
+#[derive(
+    Clone,
+    Copy,
+    Debug,
+    Eq,
+    Hash,
+    PartialEq,
+    serde::Serialize,
+    serde::Deserialize,
+    strum::Display,
+    strum::EnumString,
+    ToSchema,
+)]
+#[serde(rename_all = "snake_case")]
+#[strum(serialize_all = "snake_case")]
+pub enum AuthenticationConnectors {
+    Threedsecureio,
+    Netcetera,
+    Gpayments,
+}
+
+impl AuthenticationConnectors {
+    pub fn is_separate_version_call_required(&self) -> bool {
+        match self {
+            Self::Threedsecureio | Self::Netcetera => false,
+            Self::Gpayments => true,
+        }
+    }
+}
+
 #[derive(
     Clone,
     Debug,
diff --git a/crates/common_enums/src/lib.rs b/crates/common_enums/src/lib.rs
index b2dce21d2e66..14966d15b5f5 100644
--- a/crates/common_enums/src/lib.rs
+++ b/crates/common_enums/src/lib.rs
@@ -1,4 +1,5 @@
 pub mod enums;
-pub use enums::*;
 pub mod transformers;
+
+pub use enums::*;
 pub use transformers::*;
diff --git a/crates/diesel_models/src/business_profile.rs b/crates/diesel_models/src/business_profile.rs
index cc4dbe6b605e..6de77d5c5fde 100644
--- a/crates/diesel_models/src/business_profile.rs
+++ b/crates/diesel_models/src/business_profile.rs
@@ -1,7 +1,11 @@
+use std::collections::{HashMap, HashSet};
+
+use common_enums::AuthenticationConnectors;
 #[cfg(all(feature = "v2", feature = "business_profile_v2"))]
 use common_enums::OrderFulfillmentTimeOrigin;
 use common_utils::{encryption::Encryption, pii};
 use diesel::{AsChangeset, Identifiable, Insertable, Queryable, Selectable};
+use masking::Secret;
 
 #[cfg(all(
     any(feature = "v1", feature = "v2"),
@@ -20,16 +24,7 @@ use crate::schema_v2::business_profile;
     any(feature = "v1", feature = "v2"),
     not(feature = "business_profile_v2")
 ))]
-#[derive(
-    Clone,
-    Debug,
-    serde::Deserialize,
-    serde::Serialize,
-    Identifiable,
-    Queryable,
-    Selectable,
-    router_derive::DebugAsDisplay,
-)]
+#[derive(Clone, Debug, Identifiable, Queryable, Selectable, router_derive::DebugAsDisplay)]
 #[diesel(table_name = business_profile, primary_key(profile_id), check_for_backend(diesel::pg::Pg))]
 pub struct BusinessProfile {
     pub profile_id: String,
@@ -41,7 +36,7 @@ pub struct BusinessProfile {
     pub enable_payment_response_hash: bool,
     pub payment_response_hash_key: Option<String>,
     pub redirect_to_merchant_with_http_post: bool,
-    pub webhook_details: Option<serde_json::Value>,
+    pub webhook_details: Option<WebhookDetails>,
     pub metadata: Option<pii::SecretSerdeValue>,
     pub routing_algorithm: Option<serde_json::Value>,
     pub intent_fulfillment_time: Option<i64>,
@@ -50,10 +45,10 @@ pub struct BusinessProfile {
     pub is_recon_enabled: bool,
     #[diesel(deserialize_as = super::OptionalDieselArray<String>)]
     pub applepay_verified_domains: Option<Vec<String>>,
-    pub payment_link_config: Option<serde_json::Value>,
+    pub payment_link_config: Option<BusinessPaymentLinkConfig>,
     pub session_expiry: Option<i64>,
-    pub authentication_connector_details: Option<serde_json::Value>,
-    pub payout_link_config: Option<serde_json::Value>,
+    pub authentication_connector_details: Option<AuthenticationConnectorDetails>,
+    pub payout_link_config: Option<BusinessPayoutLinkConfig>,
     pub is_extended_card_info_enabled: Option<bool>,
     pub extended_card_info_config: Option<pii::SecretSerdeValue>,
     pub is_connector_agnostic_mit_enabled: Option<bool>,
@@ -79,7 +74,7 @@ pub struct BusinessProfileNew {
     pub enable_payment_response_hash: bool,
     pub payment_response_hash_key: Option<String>,
     pub redirect_to_merchant_with_http_post: bool,
-    pub webhook_details: Option<serde_json::Value>,
+    pub webhook_details: Option<WebhookDetails>,
     pub metadata: Option<pii::SecretSerdeValue>,
     pub routing_algorithm: Option<serde_json::Value>,
     pub intent_fulfillment_time: Option<i64>,
@@ -88,10 +83,10 @@ pub struct BusinessProfileNew {
     pub is_recon_enabled: bool,
     #[diesel(deserialize_as = super::OptionalDieselArray<String>)]
     pub applepay_verified_domains: Option<Vec<String>>,
-    pub payment_link_config: Option<serde_json::Value>,
+    pub payment_link_config: Option<BusinessPaymentLinkConfig>,
     pub session_expiry: Option<i64>,
-    pub authentication_connector_details: Option<serde_json::Value>,
-    pub payout_link_config: Option<serde_json::Value>,
+    pub authentication_connector_details: Option<AuthenticationConnectorDetails>,
+    pub payout_link_config: Option<BusinessPayoutLinkConfig>,
     pub is_extended_card_info_enabled: Option<bool>,
     pub extended_card_info_config: Option<pii::SecretSerdeValue>,
     pub is_connector_agnostic_mit_enabled: Option<bool>,
@@ -114,7 +109,7 @@ pub struct BusinessProfileUpdateInternal {
     pub enable_payment_response_hash: Option<bool>,
     pub payment_response_hash_key: Option<String>,
     pub redirect_to_merchant_with_http_post: Option<bool>,
-    pub webhook_details: Option<serde_json::Value>,
+    pub webhook_details: Option<WebhookDetails>,
     pub metadata: Option<pii::SecretSerdeValue>,
     pub routing_algorithm: Option<serde_json::Value>,
     pub intent_fulfillment_time: Option<i64>,
@@ -123,10 +118,10 @@ pub struct BusinessProfileUpdateInternal {
     pub is_recon_enabled: Option<bool>,
     #[diesel(deserialize_as = super::OptionalDieselArray<String>)]
     pub applepay_verified_domains: Option<Vec<String>>,
-    pub payment_link_config: Option<serde_json::Value>,
+    pub payment_link_config: Option<BusinessPaymentLinkConfig>,
     pub session_expiry: Option<i64>,
-    pub authentication_connector_details: Option<serde_json::Value>,
-    pub payout_link_config: Option<serde_json::Value>,
+    pub authentication_connector_details: Option<AuthenticationConnectorDetails>,
+    pub payout_link_config: Option<BusinessPayoutLinkConfig>,
     pub is_extended_card_info_enabled: Option<bool>,
     pub extended_card_info_config: Option<pii::SecretSerdeValue>,
     pub is_connector_agnostic_mit_enabled: Option<bool>,
@@ -136,37 +131,44 @@ pub struct BusinessProfileUpdateInternal {
     pub outgoing_webhook_custom_http_headers: Option<Encryption>,
 }
 
+#[cfg(all(
+    any(feature = "v1", feature = "v2"),
+    not(feature = "business_profile_v2")
+))]
+#[derive(Debug, Clone, serde::Serialize, serde::Deserialize)]
+pub struct BusinessProfileGeneralUpdate {
+    pub profile_name: Option<String>,
+    pub return_url: Option<String>,
+    pub enable_payment_response_hash: Option<bool>,
+    pub payment_response_hash_key: Option<String>,
+    pub redirect_to_merchant_with_http_post: Option<bool>,
+    pub webhook_details: Option<WebhookDetails>,
+    pub metadata: Option<pii::SecretSerdeValue>,
+    pub routing_algorithm: Option<serde_json::Value>,
+    pub intent_fulfillment_time: Option<i64>,
+    pub frm_routing_algorithm: Option<serde_json::Value>,
+    pub payout_routing_algorithm: Option<serde_json::Value>,
+    pub is_recon_enabled: Option<bool>,
+    pub applepay_verified_domains: Option<Vec<String>>,
+    pub payment_link_config: Option<BusinessPaymentLinkConfig>,
+    pub session_expiry: Option<i64>,
+    pub authentication_connector_details: Option<AuthenticationConnectorDetails>,
+    pub payout_link_config: Option<BusinessPayoutLinkConfig>,
+    pub extended_card_info_config: Option<pii::SecretSerdeValue>,
+    pub use_billing_as_payment_method_billing: Option<bool>,
+    pub collect_shipping_details_from_wallet_connector: Option<bool>,
+    pub collect_billing_details_from_wallet_connector: Option<bool>,
+    pub is_connector_agnostic_mit_enabled: Option<bool>,
+    pub outgoing_webhook_custom_http_headers: Option<Encryption>,
+}
+
 #[cfg(all(
     any(feature = "v1", feature = "v2"),
     not(feature = "business_profile_v2")
 ))]
 #[derive(Debug, Clone, serde::Serialize, serde::Deserialize)]
 pub enum BusinessProfileUpdate {
-    Update {
-        profile_name: Option<String>,
-        return_url: Option<String>,
-        enable_payment_response_hash: Option<bool>,
-        payment_response_hash_key: Option<String>,
-        redirect_to_merchant_with_http_post: Option<bool>,
-        webhook_details: Option<serde_json::Value>,
-        metadata: Option<pii::SecretSerdeValue>,
-        routing_algorithm: Option<serde_json::Value>,
-        intent_fulfillment_time: Option<i64>,
-        frm_routing_algorithm: Option<serde_json::Value>,
-        payout_routing_algorithm: Option<serde_json::Value>,
-        is_recon_enabled: Option<bool>,
-        applepay_verified_domains: Option<Vec<String>>,
-        payment_link_config: Option<serde_json::Value>,
-        session_expiry: Option<i64>,
-        authentication_connector_details: Option<serde_json::Value>,
-        payout_link_config: Option<serde_json::Value>,
-        extended_card_info_config: Option<pii::SecretSerdeValue>,
-        use_billing_as_payment_method_billing: Option<bool>,
-        collect_shipping_details_from_wallet_connector: Option<bool>,
-        collect_billing_details_from_wallet_connector: Option<bool>,
-        is_connector_agnostic_mit_enabled: Option<bool>,
-        outgoing_webhook_custom_http_headers: Option<Encryption>,
-    },
+    Update(Box<BusinessProfileGeneralUpdate>),
     RoutingAlgorithmUpdate {
         routing_algorithm: Option<serde_json::Value>,
         payout_routing_algorithm: Option<serde_json::Value>,
@@ -188,57 +190,60 @@ impl From<BusinessProfileUpdate> for BusinessProfileUpdateInternal {
         let now = common_utils::date_time::now();
 
         match business_profile_update {
-            BusinessProfileUpdate::Update {
-                profile_name,
-                return_url,
-                enable_payment_response_hash,
-                payment_response_hash_key,
-                redirect_to_merchant_with_http_post,
-                webhook_details,
-                metadata,
-                routing_algorithm,
-                intent_fulfillment_time,
-                frm_routing_algorithm,
-                payout_routing_algorithm,
-                is_recon_enabled,
-                applepay_verified_domains,
-                payment_link_config,
-                session_expiry,
-                authentication_connector_details,
-                payout_link_config,
-                extended_card_info_config,
-                use_billing_as_payment_method_billing,
-                collect_shipping_details_from_wallet_connector,
-                collect_billing_details_from_wallet_connector,
-                is_connector_agnostic_mit_enabled,
-                outgoing_webhook_custom_http_headers,
-            } => Self {
-                profile_name,
-                modified_at: now,
-                return_url,
-                enable_payment_response_hash,
-                payment_response_hash_key,
-                redirect_to_merchant_with_http_post,
-                webhook_details,
-                metadata,
-                routing_algorithm,
-                intent_fulfillment_time,
-                frm_routing_algorithm,
-                payout_routing_algorithm,
-                is_recon_enabled,
-                applepay_verified_domains,
-                payment_link_config,
-                session_expiry,
-                authentication_connector_details,
-                payout_link_config,
-                is_extended_card_info_enabled: None,
-                extended_card_info_config,
-                use_billing_as_payment_method_billing,
-                collect_shipping_details_from_wallet_connector,
-                collect_billing_details_from_wallet_connector,
-                is_connector_agnostic_mit_enabled,
-                outgoing_webhook_custom_http_headers,
-            },
+            BusinessProfileUpdate::Update(update) => {
+                let BusinessProfileGeneralUpdate {
+                    profile_name,
+                    return_url,
+                    enable_payment_response_hash,
+                    payment_response_hash_key,
+                    redirect_to_merchant_with_http_post,
+                    webhook_details,
+                    metadata,
+                    routing_algorithm,
+                    intent_fulfillment_time,
+                    frm_routing_algorithm,
+                    payout_routing_algorithm,
+                    is_recon_enabled,
+                    applepay_verified_domains,
+                    payment_link_config,
+                    session_expiry,
+                    authentication_connector_details,
+                    payout_link_config,
+                    extended_card_info_config,
+                    use_billing_as_payment_method_billing,
+                    collect_shipping_details_from_wallet_connector,
+                    collect_billing_details_from_wallet_connector,
+                    is_connector_agnostic_mit_enabled,
+                    outgoing_webhook_custom_http_headers,
+                } = *update;
+                Self {
+                    profile_name,
+                    modified_at: now,
+                    return_url,
+                    enable_payment_response_hash,
+                    payment_response_hash_key,
+                    redirect_to_merchant_with_http_post,
+                    webhook_details,
+                    metadata,
+                    routing_algorithm,
+                    intent_fulfillment_time,
+                    frm_routing_algorithm,
+                    payout_routing_algorithm,
+                    is_recon_enabled,
+                    applepay_verified_domains,
+                    payment_link_config,
+                    session_expiry,
+                    authentication_connector_details,
+                    payout_link_config,
+                    is_extended_card_info_enabled: None,
+                    extended_card_info_config,
+                    use_billing_as_payment_method_billing,
+                    collect_shipping_details_from_wallet_connector,
+                    collect_billing_details_from_wallet_connector,
+                    is_connector_agnostic_mit_enabled,
+                    outgoing_webhook_custom_http_headers,
+                }
+            }
             BusinessProfileUpdate::RoutingAlgorithmUpdate {
                 routing_algorithm,
                 payout_routing_algorithm,
@@ -461,16 +466,7 @@ impl BusinessProfileUpdate {
 /// If two adjacent columns have the same type, then the compiler will not throw any error, but the
 /// fields read / written will be interchanged
 #[cfg(all(feature = "v2", feature = "business_profile_v2"))]
-#[derive(
-    Clone,
-    Debug,
-    serde::Deserialize,
-    serde::Serialize,
-    Identifiable,
-    Queryable,
-    Selectable,
-    router_derive::DebugAsDisplay,
-)]
+#[derive(Clone, Debug, Identifiable, Queryable, Selectable, router_derive::DebugAsDisplay)]
 #[diesel(table_name = business_profile, primary_key(profile_id), check_for_backend(diesel::pg::Pg))]
 pub struct BusinessProfile {
     pub profile_id: String,
@@ -482,15 +478,15 @@ pub struct BusinessProfile {
     pub enable_payment_response_hash: bool,
     pub payment_response_hash_key: Option<String>,
     pub redirect_to_merchant_with_http_post: bool,
-    pub webhook_details: Option<pii::SecretSerdeValue>,
+    pub webhook_details: Option<WebhookDetails>,
     pub metadata: Option<pii::SecretSerdeValue>,
     pub is_recon_enabled: bool,
     #[diesel(deserialize_as = super::OptionalDieselArray<String>)]
     pub applepay_verified_domains: Option<Vec<String>>,
-    pub payment_link_config: Option<pii::SecretSerdeValue>,
+    pub payment_link_config: Option<BusinessPaymentLinkConfig>,
     pub session_expiry: Option<i64>,
-    pub authentication_connector_details: Option<pii::SecretSerdeValue>,
-    pub payout_link_config: Option<pii::SecretSerdeValue>,
+    pub authentication_connector_details: Option<AuthenticationConnectorDetails>,
+    pub payout_link_config: Option<BusinessPayoutLinkConfig>,
     pub is_extended_card_info_enabled: Option<bool>,
     pub extended_card_info_config: Option<pii::SecretSerdeValue>,
     pub is_connector_agnostic_mit_enabled: Option<bool>,
@@ -519,15 +515,15 @@ pub struct BusinessProfileNew {
     pub enable_payment_response_hash: bool,
     pub payment_response_hash_key: Option<String>,
     pub redirect_to_merchant_with_http_post: bool,
-    pub webhook_details: Option<pii::SecretSerdeValue>,
+    pub webhook_details: Option<WebhookDetails>,
     pub metadata: Option<pii::SecretSerdeValue>,
     pub is_recon_enabled: bool,
     #[diesel(deserialize_as = super::OptionalDieselArray<String>)]
     pub applepay_verified_domains: Option<Vec<String>>,
-    pub payment_link_config: Option<pii::SecretSerdeValue>,
+    pub payment_link_config: Option<BusinessPaymentLinkConfig>,
     pub session_expiry: Option<i64>,
-    pub authentication_connector_details: Option<pii::SecretSerdeValue>,
-    pub payout_link_config: Option<pii::SecretSerdeValue>,
+    pub authentication_connector_details: Option<AuthenticationConnectorDetails>,
+    pub payout_link_config: Option<BusinessPayoutLinkConfig>,
     pub is_extended_card_info_enabled: Option<bool>,
     pub extended_card_info_config: Option<pii::SecretSerdeValue>,
     pub is_connector_agnostic_mit_enabled: Option<bool>,
@@ -553,15 +549,15 @@ pub struct BusinessProfileUpdateInternal {
     pub enable_payment_response_hash: Option<bool>,
     pub payment_response_hash_key: Option<String>,
     pub redirect_to_merchant_with_http_post: Option<bool>,
-    pub webhook_details: Option<pii::SecretSerdeValue>,
+    pub webhook_details: Option<WebhookDetails>,
     pub metadata: Option<pii::SecretSerdeValue>,
     pub is_recon_enabled: Option<bool>,
     #[diesel(deserialize_as = super::OptionalDieselArray<String>)]
     pub applepay_verified_domains: Option<Vec<String>>,
-    pub payment_link_config: Option<pii::SecretSerdeValue>,
+    pub payment_link_config: Option<BusinessPaymentLinkConfig>,
     pub session_expiry: Option<i64>,
-    pub authentication_connector_details: Option<pii::SecretSerdeValue>,
-    pub payout_link_config: Option<pii::SecretSerdeValue>,
+    pub authentication_connector_details: Option<AuthenticationConnectorDetails>,
+    pub payout_link_config: Option<BusinessPayoutLinkConfig>,
     pub is_extended_card_info_enabled: Option<bool>,
     pub extended_card_info_config: Option<pii::SecretSerdeValue>,
     pub is_connector_agnostic_mit_enabled: Option<bool>,
@@ -577,36 +573,40 @@ pub struct BusinessProfileUpdateInternal {
     pub default_fallback_routing: Option<pii::SecretSerdeValue>,
 }
 
+#[cfg(all(feature = "v2", feature = "business_profile_v2"))]
+#[derive(Debug, Clone, serde::Serialize, serde::Deserialize)]
+pub struct BusinessProfileGeneralUpdate {
+    pub profile_name: Option<String>,
+    pub return_url: Option<String>,
+    pub enable_payment_response_hash: Option<bool>,
+    pub payment_response_hash_key: Option<String>,
+    pub redirect_to_merchant_with_http_post: Option<bool>,
+    pub webhook_details: Option<WebhookDetails>,
+    pub metadata: Option<pii::SecretSerdeValue>,
+    pub is_recon_enabled: Option<bool>,
+    pub applepay_verified_domains: Option<Vec<String>>,
+    pub payment_link_config: Option<BusinessPaymentLinkConfig>,
+    pub session_expiry: Option<i64>,
+    pub authentication_connector_details: Option<AuthenticationConnectorDetails>,
+    pub payout_link_config: Option<BusinessPayoutLinkConfig>,
+    pub extended_card_info_config: Option<pii::SecretSerdeValue>,
+    pub use_billing_as_payment_method_billing: Option<bool>,
+    pub collect_shipping_details_from_wallet_connector: Option<bool>,
+    pub collect_billing_details_from_wallet_connector: Option<bool>,
+    pub is_connector_agnostic_mit_enabled: Option<bool>,
+    pub outgoing_webhook_custom_http_headers: Option<Encryption>,
+    pub routing_algorithm_id: Option<String>,
+    pub order_fulfillment_time: Option<i64>,
+    pub order_fulfillment_time_origin: Option<OrderFulfillmentTimeOrigin>,
+    pub frm_routing_algorithm_id: Option<String>,
+    pub payout_routing_algorithm_id: Option<String>,
+    pub default_fallback_routing: Option<pii::SecretSerdeValue>,
+}
+
 #[cfg(all(feature = "v2", feature = "business_profile_v2"))]
 #[derive(Debug, Clone, serde::Serialize, serde::Deserialize)]
 pub enum BusinessProfileUpdate {
-    Update {
-        profile_name: Option<String>,
-        return_url: Option<String>,
-        enable_payment_response_hash: Option<bool>,
-        payment_response_hash_key: Option<String>,
-        redirect_to_merchant_with_http_post: Option<bool>,
-        webhook_details: Option<pii::SecretSerdeValue>,
-        metadata: Option<pii::SecretSerdeValue>,
-        is_recon_enabled: Option<bool>,
-        applepay_verified_domains: Option<Vec<String>>,
-        payment_link_config: Option<pii::SecretSerdeValue>,
-        session_expiry: Option<i64>,
-        authentication_connector_details: Option<pii::SecretSerdeValue>,
-        payout_link_config: Option<pii::SecretSerdeValue>,
-        extended_card_info_config: Option<pii::SecretSerdeValue>,
-        use_billing_as_payment_method_billing: Option<bool>,
-        collect_shipping_details_from_wallet_connector: Option<bool>,
-        collect_billing_details_from_wallet_connector: Option<bool>,
-        is_connector_agnostic_mit_enabled: Option<bool>,
-        outgoing_webhook_custom_http_headers: Option<Encryption>,
-        routing_algorithm_id: Option<String>,
-        order_fulfillment_time: Option<i64>,
-        order_fulfillment_time_origin: Option<OrderFulfillmentTimeOrigin>,
-        frm_routing_algorithm_id: Option<String>,
-        payout_routing_algorithm_id: Option<String>,
-        default_fallback_routing: Option<pii::SecretSerdeValue>,
-    },
+    Update(Box<BusinessProfileGeneralUpdate>),
     RoutingAlgorithmUpdate {
         routing_algorithm_id: Option<String>,
         payout_routing_algorithm_id: Option<String>,
@@ -625,61 +625,64 @@ impl From<BusinessProfileUpdate> for BusinessProfileUpdateInternal {
         let now = common_utils::date_time::now();
 
         match business_profile_update {
-            BusinessProfileUpdate::Update {
-                profile_name,
-                return_url,
-                enable_payment_response_hash,
-                payment_response_hash_key,
-                redirect_to_merchant_with_http_post,
-                webhook_details,
-                metadata,
-                is_recon_enabled,
-                applepay_verified_domains,
-                payment_link_config,
-                session_expiry,
-                authentication_connector_details,
-                payout_link_config,
-                extended_card_info_config,
-                use_billing_as_payment_method_billing,
-                collect_shipping_details_from_wallet_connector,
-                collect_billing_details_from_wallet_connector,
-                is_connector_agnostic_mit_enabled,
-                outgoing_webhook_custom_http_headers,
-                routing_algorithm_id,
-                order_fulfillment_time,
-                order_fulfillment_time_origin,
-                frm_routing_algorithm_id,
-                payout_routing_algorithm_id,
-                default_fallback_routing,
-            } => Self {
-                profile_name,
-                modified_at: now,
-                return_url,
-                enable_payment_response_hash,
-                payment_response_hash_key,
-                redirect_to_merchant_with_http_post,
-                webhook_details,
-                metadata,
-                is_recon_enabled,
-                applepay_verified_domains,
-                payment_link_config,
-                session_expiry,
-                authentication_connector_details,
-                payout_link_config,
-                is_extended_card_info_enabled: None,
-                extended_card_info_config,
-                use_billing_as_payment_method_billing,
-                collect_shipping_details_from_wallet_connector,
-                collect_billing_details_from_wallet_connector,
-                is_connector_agnostic_mit_enabled,
-                outgoing_webhook_custom_http_headers,
-                routing_algorithm_id,
-                order_fulfillment_time,
-                order_fulfillment_time_origin,
-                frm_routing_algorithm_id,
-                payout_routing_algorithm_id,
-                default_fallback_routing,
-            },
+            BusinessProfileUpdate::Update(update) => {
+                let BusinessProfileGeneralUpdate {
+                    profile_name,
+                    return_url,
+                    enable_payment_response_hash,
+                    payment_response_hash_key,
+                    redirect_to_merchant_with_http_post,
+                    webhook_details,
+                    metadata,
+                    is_recon_enabled,
+                    applepay_verified_domains,
+                    payment_link_config,
+                    session_expiry,
+                    authentication_connector_details,
+                    payout_link_config,
+                    extended_card_info_config,
+                    use_billing_as_payment_method_billing,
+                    collect_shipping_details_from_wallet_connector,
+                    collect_billing_details_from_wallet_connector,
+                    is_connector_agnostic_mit_enabled,
+                    outgoing_webhook_custom_http_headers,
+                    routing_algorithm_id,
+                    order_fulfillment_time,
+                    order_fulfillment_time_origin,
+                    frm_routing_algorithm_id,
+                    payout_routing_algorithm_id,
+                    default_fallback_routing,
+                } = *update;
+                Self {
+                    profile_name,
+                    modified_at: now,
+                    return_url,
+                    enable_payment_response_hash,
+                    payment_response_hash_key,
+                    redirect_to_merchant_with_http_post,
+                    webhook_details,
+                    metadata,
+                    is_recon_enabled,
+                    applepay_verified_domains,
+                    payment_link_config,
+                    session_expiry,
+                    authentication_connector_details,
+                    payout_link_config,
+                    is_extended_card_info_enabled: None,
+                    extended_card_info_config,
+                    use_billing_as_payment_method_billing,
+                    collect_shipping_details_from_wallet_connector,
+                    collect_billing_details_from_wallet_connector,
+                    is_connector_agnostic_mit_enabled,
+                    outgoing_webhook_custom_http_headers,
+                    routing_algorithm_id,
+                    order_fulfillment_time,
+                    order_fulfillment_time_origin,
+                    frm_routing_algorithm_id,
+                    payout_routing_algorithm_id,
+                    default_fallback_routing,
+                }
+            }
             BusinessProfileUpdate::RoutingAlgorithmUpdate {
                 routing_algorithm_id,
                 payout_routing_algorithm_id,
@@ -903,3 +906,65 @@ impl From<BusinessProfileNew> for BusinessProfile {
         }
     }
 }
+
+#[derive(Clone, Debug, serde::Deserialize, serde::Serialize, diesel::AsExpression)]
+#[diesel(sql_type = diesel::sql_types::Jsonb)]
+pub struct AuthenticationConnectorDetails {
+    pub authentication_connectors: Vec<AuthenticationConnectors>,
+    pub three_ds_requestor_url: String,
+}
+
+common_utils::impl_to_sql_from_sql_json!(AuthenticationConnectorDetails);
+
+#[derive(Clone, Debug, serde::Deserialize, serde::Serialize, diesel::AsExpression)]
+#[diesel(sql_type = diesel::sql_types::Json)]
+pub struct WebhookDetails {
+    pub webhook_version: Option<String>,
+    pub webhook_username: Option<String>,
+    pub webhook_password: Option<Secret<String>>,
+    pub webhook_url: Option<Secret<String>>,
+    pub payment_created_enabled: Option<bool>,
+    pub payment_succeeded_enabled: Option<bool>,
+    pub payment_failed_enabled: Option<bool>,
+}
+
+common_utils::impl_to_sql_from_sql_json!(WebhookDetails);
+
+#[derive(Clone, Debug, serde::Deserialize, serde::Serialize, diesel::AsExpression)]
+#[diesel(sql_type = diesel::sql_types::Jsonb)]
+pub struct BusinessPaymentLinkConfig {
+    pub domain_name: Option<String>,
+    #[serde(flatten)]
+    pub default_config: Option<PaymentLinkConfigRequest>,
+    pub business_specific_configs: Option<HashMap<String, PaymentLinkConfigRequest>>,
+    pub allowed_domains: Option<HashSet<String>>,
+}
+
+#[derive(Clone, Debug, serde::Deserialize, serde::Serialize)]
+pub struct PaymentLinkConfigRequest {
+    pub theme: Option<String>,
+    pub logo: Option<String>,
+    pub seller_name: Option<String>,
+    pub sdk_layout: Option<String>,
+    pub display_sdk_only: Option<bool>,
+    pub enabled_saved_payment_method: Option<bool>,
+}
+
+common_utils::impl_to_sql_from_sql_json!(BusinessPaymentLinkConfig);
+
+#[derive(Clone, Debug, serde::Deserialize, serde::Serialize, diesel::AsExpression)]
+#[diesel(sql_type = diesel::sql_types::Jsonb)]
+pub struct BusinessPayoutLinkConfig {
+    #[serde(flatten)]
+    pub config: BusinessGenericLinkConfig,
+}
+
+#[derive(Clone, Debug, serde::Deserialize, serde::Serialize)]
+pub struct BusinessGenericLinkConfig {
+    pub domain_name: Option<String>,
+    pub allowed_domains: HashSet<String>,
+    #[serde(flatten)]
+    pub ui_config: common_utils::link_utils::GenericLinkUiConfig,
+}
+
+common_utils::impl_to_sql_from_sql_json!(BusinessPayoutLinkConfig);
diff --git a/crates/diesel_models/src/merchant_account.rs b/crates/diesel_models/src/merchant_account.rs
index 907162da7c21..0f87748d2769 100644
--- a/crates/diesel_models/src/merchant_account.rs
+++ b/crates/diesel_models/src/merchant_account.rs
@@ -36,7 +36,7 @@ pub struct MerchantAccount {
     pub redirect_to_merchant_with_http_post: bool,
     pub merchant_name: Option<Encryption>,
     pub merchant_details: Option<Encryption>,
-    pub webhook_details: Option<serde_json::Value>,
+    pub webhook_details: Option<crate::business_profile::WebhookDetails>,
     pub sub_merchants_enabled: Option<bool>,
     pub parent_merchant_id: Option<common_utils::id_type::MerchantId>,
     pub publishable_key: Option<String>,
@@ -70,7 +70,7 @@ pub struct MerchantAccountSetter {
     pub redirect_to_merchant_with_http_post: bool,
     pub merchant_name: Option<Encryption>,
     pub merchant_details: Option<Encryption>,
-    pub webhook_details: Option<serde_json::Value>,
+    pub webhook_details: Option<crate::business_profile::WebhookDetails>,
     pub sub_merchants_enabled: Option<bool>,
     pub parent_merchant_id: Option<common_utils::id_type::MerchantId>,
     pub publishable_key: Option<String>,
@@ -226,7 +226,7 @@ pub struct MerchantAccountNew {
     pub merchant_name: Option<Encryption>,
     pub merchant_details: Option<Encryption>,
     pub return_url: Option<String>,
-    pub webhook_details: Option<serde_json::Value>,
+    pub webhook_details: Option<crate::business_profile::WebhookDetails>,
     pub sub_merchants_enabled: Option<bool>,
     pub parent_merchant_id: Option<common_utils::id_type::MerchantId>,
     pub enable_payment_response_hash: Option<bool>,
@@ -295,7 +295,7 @@ pub struct MerchantAccountUpdateInternal {
     pub merchant_name: Option<Encryption>,
     pub merchant_details: Option<Encryption>,
     pub return_url: Option<String>,
-    pub webhook_details: Option<serde_json::Value>,
+    pub webhook_details: Option<crate::business_profile::WebhookDetails>,
     pub sub_merchants_enabled: Option<bool>,
     pub parent_merchant_id: Option<common_utils::id_type::MerchantId>,
     pub enable_payment_response_hash: Option<bool>,
diff --git a/crates/hyperswitch_domain_models/src/business_profile.rs b/crates/hyperswitch_domain_models/src/business_profile.rs
index e6b2bcbe5b11..779dcdb2fbb1 100644
--- a/crates/hyperswitch_domain_models/src/business_profile.rs
+++ b/crates/hyperswitch_domain_models/src/business_profile.rs
@@ -8,7 +8,10 @@ use common_utils::{
     pii,
     types::keymanager,
 };
-use diesel_models::business_profile::BusinessProfileUpdateInternal;
+use diesel_models::business_profile::{
+    AuthenticationConnectorDetails, BusinessPaymentLinkConfig, BusinessPayoutLinkConfig,
+    BusinessProfileUpdateInternal, WebhookDetails,
+};
 use error_stack::ResultExt;
 use masking::{PeekInterface, Secret};
 
@@ -29,7 +32,7 @@ pub struct BusinessProfile {
     pub enable_payment_response_hash: bool,
     pub payment_response_hash_key: Option<String>,
     pub redirect_to_merchant_with_http_post: bool,
-    pub webhook_details: Option<serde_json::Value>,
+    pub webhook_details: Option<WebhookDetails>,
     pub metadata: Option<pii::SecretSerdeValue>,
     pub routing_algorithm: Option<serde_json::Value>,
     pub intent_fulfillment_time: Option<i64>,
@@ -37,10 +40,10 @@ pub struct BusinessProfile {
     pub payout_routing_algorithm: Option<serde_json::Value>,
     pub is_recon_enabled: bool,
     pub applepay_verified_domains: Option<Vec<String>>,
-    pub payment_link_config: Option<serde_json::Value>,
+    pub payment_link_config: Option<BusinessPaymentLinkConfig>,
     pub session_expiry: Option<i64>,
-    pub authentication_connector_details: Option<serde_json::Value>,
-    pub payout_link_config: Option<serde_json::Value>,
+    pub authentication_connector_details: Option<AuthenticationConnectorDetails>,
+    pub payout_link_config: Option<BusinessPayoutLinkConfig>,
     pub is_extended_card_info_enabled: Option<bool>,
     pub extended_card_info_config: Option<pii::SecretSerdeValue>,
     pub is_connector_agnostic_mit_enabled: Option<bool>,
@@ -50,37 +53,44 @@ pub struct BusinessProfile {
     pub outgoing_webhook_custom_http_headers: OptionalEncryptableValue,
 }
 
+#[cfg(all(
+    any(feature = "v1", feature = "v2"),
+    not(feature = "business_profile_v2")
+))]
+#[derive(Debug)]
+pub struct BusinessProfileGeneralUpdate {
+    pub profile_name: Option<String>,
+    pub return_url: Option<String>,
+    pub enable_payment_response_hash: Option<bool>,
+    pub payment_response_hash_key: Option<String>,
+    pub redirect_to_merchant_with_http_post: Option<bool>,
+    pub webhook_details: Option<WebhookDetails>,
+    pub metadata: Option<pii::SecretSerdeValue>,
+    pub routing_algorithm: Option<serde_json::Value>,
+    pub intent_fulfillment_time: Option<i64>,
+    pub frm_routing_algorithm: Option<serde_json::Value>,
+    pub payout_routing_algorithm: Option<serde_json::Value>,
+    pub is_recon_enabled: Option<bool>,
+    pub applepay_verified_domains: Option<Vec<String>>,
+    pub payment_link_config: Option<BusinessPaymentLinkConfig>,
+    pub session_expiry: Option<i64>,
+    pub authentication_connector_details: Option<AuthenticationConnectorDetails>,
+    pub payout_link_config: Option<BusinessPayoutLinkConfig>,
+    pub extended_card_info_config: Option<pii::SecretSerdeValue>,
+    pub use_billing_as_payment_method_billing: Option<bool>,
+    pub collect_shipping_details_from_wallet_connector: Option<bool>,
+    pub collect_billing_details_from_wallet_connector: Option<bool>,
+    pub is_connector_agnostic_mit_enabled: Option<bool>,
+    pub outgoing_webhook_custom_http_headers: OptionalEncryptableValue,
+}
+
 #[cfg(all(
     any(feature = "v1", feature = "v2"),
     not(feature = "business_profile_v2")
 ))]
 #[derive(Debug)]
 pub enum BusinessProfileUpdate {
-    Update {
-        profile_name: Option<String>,
-        return_url: Option<String>,
-        enable_payment_response_hash: Option<bool>,
-        payment_response_hash_key: Option<String>,
-        redirect_to_merchant_with_http_post: Option<bool>,
-        webhook_details: Option<serde_json::Value>,
-        metadata: Option<pii::SecretSerdeValue>,
-        routing_algorithm: Option<serde_json::Value>,
-        intent_fulfillment_time: Option<i64>,
-        frm_routing_algorithm: Option<serde_json::Value>,
-        payout_routing_algorithm: Option<serde_json::Value>,
-        is_recon_enabled: Option<bool>,
-        applepay_verified_domains: Option<Vec<String>>,
-        payment_link_config: Option<serde_json::Value>,
-        session_expiry: Option<i64>,
-        authentication_connector_details: Option<serde_json::Value>,
-        payout_link_config: Option<serde_json::Value>,
-        extended_card_info_config: Option<pii::SecretSerdeValue>,
-        use_billing_as_payment_method_billing: Option<bool>,
-        collect_shipping_details_from_wallet_connector: Option<bool>,
-        collect_billing_details_from_wallet_connector: Option<bool>,
-        is_connector_agnostic_mit_enabled: Option<bool>,
-        outgoing_webhook_custom_http_headers: OptionalEncryptableValue,
-    },
+    Update(Box<BusinessProfileGeneralUpdate>),
     RoutingAlgorithmUpdate {
         routing_algorithm: Option<serde_json::Value>,
         payout_routing_algorithm: Option<serde_json::Value>,
@@ -102,58 +112,62 @@ impl From<BusinessProfileUpdate> for BusinessProfileUpdateInternal {
         let now = date_time::now();
 
         match business_profile_update {
-            BusinessProfileUpdate::Update {
-                profile_name,
-                return_url,
-                enable_payment_response_hash,
-                payment_response_hash_key,
-                redirect_to_merchant_with_http_post,
-                webhook_details,
-                metadata,
-                routing_algorithm,
-                intent_fulfillment_time,
-                frm_routing_algorithm,
-                payout_routing_algorithm,
-                is_recon_enabled,
-                applepay_verified_domains,
-                payment_link_config,
-                session_expiry,
-                authentication_connector_details,
-                payout_link_config,
-                extended_card_info_config,
-                use_billing_as_payment_method_billing,
-                collect_shipping_details_from_wallet_connector,
-                collect_billing_details_from_wallet_connector,
-                is_connector_agnostic_mit_enabled,
-                outgoing_webhook_custom_http_headers,
-            } => Self {
-                profile_name,
-                modified_at: now,
-                return_url,
-                enable_payment_response_hash,
-                payment_response_hash_key,
-                redirect_to_merchant_with_http_post,
-                webhook_details,
-                metadata,
-                routing_algorithm,
-                intent_fulfillment_time,
-                frm_routing_algorithm,
-                payout_routing_algorithm,
-                is_recon_enabled,
-                applepay_verified_domains,
-                payment_link_config,
-                session_expiry,
-                authentication_connector_details,
-                payout_link_config,
-                is_extended_card_info_enabled: None,
-                extended_card_info_config,
-                is_connector_agnostic_mit_enabled,
-                use_billing_as_payment_method_billing,
-                collect_shipping_details_from_wallet_connector,
-                collect_billing_details_from_wallet_connector,
-                outgoing_webhook_custom_http_headers: outgoing_webhook_custom_http_headers
-                    .map(Encryption::from),
-            },
+            BusinessProfileUpdate::Update(update) => {
+                let BusinessProfileGeneralUpdate {
+                    profile_name,
+                    return_url,
+                    enable_payment_response_hash,
+                    payment_response_hash_key,
+                    redirect_to_merchant_with_http_post,
+                    webhook_details,
+                    metadata,
+                    routing_algorithm,
+                    intent_fulfillment_time,
+                    frm_routing_algorithm,
+                    payout_routing_algorithm,
+                    is_recon_enabled,
+                    applepay_verified_domains,
+                    payment_link_config,
+                    session_expiry,
+                    authentication_connector_details,
+                    payout_link_config,
+                    extended_card_info_config,
+                    use_billing_as_payment_method_billing,
+                    collect_shipping_details_from_wallet_connector,
+                    collect_billing_details_from_wallet_connector,
+                    is_connector_agnostic_mit_enabled,
+                    outgoing_webhook_custom_http_headers,
+                } = *update;
+
+                Self {
+                    profile_name,
+                    modified_at: now,
+                    return_url,
+                    enable_payment_response_hash,
+                    payment_response_hash_key,
+                    redirect_to_merchant_with_http_post,
+                    webhook_details,
+                    metadata,
+                    routing_algorithm,
+                    intent_fulfillment_time,
+                    frm_routing_algorithm,
+                    payout_routing_algorithm,
+                    is_recon_enabled,
+                    applepay_verified_domains,
+                    payment_link_config,
+                    session_expiry,
+                    authentication_connector_details,
+                    payout_link_config,
+                    is_extended_card_info_enabled: None,
+                    extended_card_info_config,
+                    is_connector_agnostic_mit_enabled,
+                    use_billing_as_payment_method_billing,
+                    collect_shipping_details_from_wallet_connector,
+                    collect_billing_details_from_wallet_connector,
+                    outgoing_webhook_custom_http_headers: outgoing_webhook_custom_http_headers
+                        .map(Encryption::from),
+                }
+            }
             BusinessProfileUpdate::RoutingAlgorithmUpdate {
                 routing_algorithm,
                 payout_routing_algorithm,
@@ -396,14 +410,14 @@ pub struct BusinessProfile {
     pub enable_payment_response_hash: bool,
     pub payment_response_hash_key: Option<String>,
     pub redirect_to_merchant_with_http_post: bool,
-    pub webhook_details: Option<pii::SecretSerdeValue>,
+    pub webhook_details: Option<WebhookDetails>,
     pub metadata: Option<pii::SecretSerdeValue>,
     pub is_recon_enabled: bool,
     pub applepay_verified_domains: Option<Vec<String>>,
-    pub payment_link_config: Option<pii::SecretSerdeValue>,
+    pub payment_link_config: Option<BusinessPaymentLinkConfig>,
     pub session_expiry: Option<i64>,
-    pub authentication_connector_details: Option<pii::SecretSerdeValue>,
-    pub payout_link_config: Option<pii::SecretSerdeValue>,
+    pub authentication_connector_details: Option<AuthenticationConnectorDetails>,
+    pub payout_link_config: Option<BusinessPayoutLinkConfig>,
     pub is_extended_card_info_enabled: Option<bool>,
     pub extended_card_info_config: Option<pii::SecretSerdeValue>,
     pub is_connector_agnostic_mit_enabled: Option<bool>,
@@ -419,36 +433,40 @@ pub struct BusinessProfile {
     pub default_fallback_routing: Option<pii::SecretSerdeValue>,
 }
 
+#[cfg(all(feature = "v2", feature = "business_profile_v2"))]
+#[derive(Debug)]
+pub struct BusinessProfileGeneralUpdate {
+    pub profile_name: Option<String>,
+    pub return_url: Option<String>,
+    pub enable_payment_response_hash: Option<bool>,
+    pub payment_response_hash_key: Option<String>,
+    pub redirect_to_merchant_with_http_post: Option<bool>,
+    pub webhook_details: Option<WebhookDetails>,
+    pub metadata: Option<pii::SecretSerdeValue>,
+    pub is_recon_enabled: Option<bool>,
+    pub applepay_verified_domains: Option<Vec<String>>,
+    pub payment_link_config: Option<BusinessPaymentLinkConfig>,
+    pub session_expiry: Option<i64>,
+    pub authentication_connector_details: Option<AuthenticationConnectorDetails>,
+    pub payout_link_config: Option<BusinessPayoutLinkConfig>,
+    pub extended_card_info_config: Option<pii::SecretSerdeValue>,
+    pub use_billing_as_payment_method_billing: Option<bool>,
+    pub collect_shipping_details_from_wallet_connector: Option<bool>,
+    pub collect_billing_details_from_wallet_connector: Option<bool>,
+    pub is_connector_agnostic_mit_enabled: Option<bool>,
+    pub outgoing_webhook_custom_http_headers: OptionalEncryptableValue,
+    pub routing_algorithm_id: Option<String>,
+    pub order_fulfillment_time: Option<i64>,
+    pub order_fulfillment_time_origin: Option<OrderFulfillmentTimeOrigin>,
+    pub frm_routing_algorithm_id: Option<String>,
+    pub payout_routing_algorithm_id: Option<String>,
+    pub default_fallback_routing: Option<pii::SecretSerdeValue>,
+}
+
 #[cfg(all(feature = "v2", feature = "business_profile_v2"))]
 #[derive(Debug)]
 pub enum BusinessProfileUpdate {
-    Update {
-        profile_name: Option<String>,
-        return_url: Option<String>,
-        enable_payment_response_hash: Option<bool>,
-        payment_response_hash_key: Option<String>,
-        redirect_to_merchant_with_http_post: Option<bool>,
-        webhook_details: Option<pii::SecretSerdeValue>,
-        metadata: Option<pii::SecretSerdeValue>,
-        is_recon_enabled: Option<bool>,
-        applepay_verified_domains: Option<Vec<String>>,
-        payment_link_config: Option<pii::SecretSerdeValue>,
-        session_expiry: Option<i64>,
-        authentication_connector_details: Option<pii::SecretSerdeValue>,
-        payout_link_config: Option<pii::SecretSerdeValue>,
-        extended_card_info_config: Option<pii::SecretSerdeValue>,
-        use_billing_as_payment_method_billing: Option<bool>,
-        collect_shipping_details_from_wallet_connector: Option<bool>,
-        collect_billing_details_from_wallet_connector: Option<bool>,
-        is_connector_agnostic_mit_enabled: Option<bool>,
-        outgoing_webhook_custom_http_headers: OptionalEncryptableValue,
-        routing_algorithm_id: Option<String>,
-        order_fulfillment_time: Option<i64>,
-        order_fulfillment_time_origin: Option<OrderFulfillmentTimeOrigin>,
-        frm_routing_algorithm_id: Option<String>,
-        payout_routing_algorithm_id: Option<String>,
-        default_fallback_routing: Option<pii::SecretSerdeValue>,
-    },
+    Update(Box<BusinessProfileGeneralUpdate>),
     RoutingAlgorithmUpdate {
         routing_algorithm_id: Option<String>,
         payout_routing_algorithm_id: Option<String>,
@@ -467,62 +485,65 @@ impl From<BusinessProfileUpdate> for BusinessProfileUpdateInternal {
         let now = date_time::now();
 
         match business_profile_update {
-            BusinessProfileUpdate::Update {
-                profile_name,
-                return_url,
-                enable_payment_response_hash,
-                payment_response_hash_key,
-                redirect_to_merchant_with_http_post,
-                webhook_details,
-                metadata,
-                is_recon_enabled,
-                applepay_verified_domains,
-                payment_link_config,
-                session_expiry,
-                authentication_connector_details,
-                payout_link_config,
-                extended_card_info_config,
-                use_billing_as_payment_method_billing,
-                collect_shipping_details_from_wallet_connector,
-                collect_billing_details_from_wallet_connector,
-                is_connector_agnostic_mit_enabled,
-                outgoing_webhook_custom_http_headers,
-                routing_algorithm_id,
-                order_fulfillment_time,
-                order_fulfillment_time_origin,
-                frm_routing_algorithm_id,
-                payout_routing_algorithm_id,
-                default_fallback_routing,
-            } => Self {
-                profile_name,
-                modified_at: now,
-                return_url,
-                enable_payment_response_hash,
-                payment_response_hash_key,
-                redirect_to_merchant_with_http_post,
-                webhook_details,
-                metadata,
-                is_recon_enabled,
-                applepay_verified_domains,
-                payment_link_config,
-                session_expiry,
-                authentication_connector_details,
-                payout_link_config,
-                is_extended_card_info_enabled: None,
-                extended_card_info_config,
-                is_connector_agnostic_mit_enabled,
-                use_billing_as_payment_method_billing,
-                collect_shipping_details_from_wallet_connector,
-                collect_billing_details_from_wallet_connector,
-                outgoing_webhook_custom_http_headers: outgoing_webhook_custom_http_headers
-                    .map(Encryption::from),
-                routing_algorithm_id,
-                order_fulfillment_time,
-                order_fulfillment_time_origin,
-                frm_routing_algorithm_id,
-                payout_routing_algorithm_id,
-                default_fallback_routing,
-            },
+            BusinessProfileUpdate::Update(update) => {
+                let BusinessProfileGeneralUpdate {
+                    profile_name,
+                    return_url,
+                    enable_payment_response_hash,
+                    payment_response_hash_key,
+                    redirect_to_merchant_with_http_post,
+                    webhook_details,
+                    metadata,
+                    is_recon_enabled,
+                    applepay_verified_domains,
+                    payment_link_config,
+                    session_expiry,
+                    authentication_connector_details,
+                    payout_link_config,
+                    extended_card_info_config,
+                    use_billing_as_payment_method_billing,
+                    collect_shipping_details_from_wallet_connector,
+                    collect_billing_details_from_wallet_connector,
+                    is_connector_agnostic_mit_enabled,
+                    outgoing_webhook_custom_http_headers,
+                    routing_algorithm_id,
+                    order_fulfillment_time,
+                    order_fulfillment_time_origin,
+                    frm_routing_algorithm_id,
+                    payout_routing_algorithm_id,
+                    default_fallback_routing,
+                } = *update;
+                Self {
+                    profile_name,
+                    modified_at: now,
+                    return_url,
+                    enable_payment_response_hash,
+                    payment_response_hash_key,
+                    redirect_to_merchant_with_http_post,
+                    webhook_details,
+                    metadata,
+                    is_recon_enabled,
+                    applepay_verified_domains,
+                    payment_link_config,
+                    session_expiry,
+                    authentication_connector_details,
+                    payout_link_config,
+                    is_extended_card_info_enabled: None,
+                    extended_card_info_config,
+                    is_connector_agnostic_mit_enabled,
+                    use_billing_as_payment_method_billing,
+                    collect_shipping_details_from_wallet_connector,
+                    collect_billing_details_from_wallet_connector,
+                    outgoing_webhook_custom_http_headers: outgoing_webhook_custom_http_headers
+                        .map(Encryption::from),
+                    routing_algorithm_id,
+                    order_fulfillment_time,
+                    order_fulfillment_time_origin,
+                    frm_routing_algorithm_id,
+                    payout_routing_algorithm_id,
+                    default_fallback_routing,
+                }
+            }
             BusinessProfileUpdate::RoutingAlgorithmUpdate {
                 routing_algorithm_id,
                 payout_routing_algorithm_id,
diff --git a/crates/hyperswitch_domain_models/src/merchant_account.rs b/crates/hyperswitch_domain_models/src/merchant_account.rs
index 2452e5091fd4..1697b78275c6 100644
--- a/crates/hyperswitch_domain_models/src/merchant_account.rs
+++ b/crates/hyperswitch_domain_models/src/merchant_account.rs
@@ -8,7 +8,8 @@ use common_utils::{
     types::keymanager::{self},
 };
 use diesel_models::{
-    enums::MerchantStorageScheme, merchant_account::MerchantAccountUpdateInternal,
+    business_profile::WebhookDetails, enums::MerchantStorageScheme,
+    merchant_account::MerchantAccountUpdateInternal,
 };
 use error_stack::ResultExt;
 use masking::{PeekInterface, Secret};
@@ -29,7 +30,7 @@ pub struct MerchantAccount {
     pub redirect_to_merchant_with_http_post: bool,
     pub merchant_name: OptionalEncryptableName,
     pub merchant_details: OptionalEncryptableValue,
-    pub webhook_details: Option<serde_json::Value>,
+    pub webhook_details: Option<WebhookDetails>,
     pub sub_merchants_enabled: Option<bool>,
     pub parent_merchant_id: Option<common_utils::id_type::MerchantId>,
     pub publishable_key: String,
@@ -65,7 +66,7 @@ pub struct MerchantAccountSetter {
     pub redirect_to_merchant_with_http_post: bool,
     pub merchant_name: OptionalEncryptableName,
     pub merchant_details: OptionalEncryptableValue,
-    pub webhook_details: Option<serde_json::Value>,
+    pub webhook_details: Option<WebhookDetails>,
     pub sub_merchants_enabled: Option<bool>,
     pub parent_merchant_id: Option<common_utils::id_type::MerchantId>,
     pub publishable_key: String,
@@ -226,7 +227,7 @@ pub enum MerchantAccountUpdate {
         merchant_name: OptionalEncryptableName,
         merchant_details: OptionalEncryptableValue,
         return_url: Option<String>,
-        webhook_details: Option<serde_json::Value>,
+        webhook_details: Option<WebhookDetails>,
         sub_merchants_enabled: Option<bool>,
         parent_merchant_id: Option<common_utils::id_type::MerchantId>,
         enable_payment_response_hash: Option<bool>,
diff --git a/crates/router/src/core/admin.rs b/crates/router/src/core/admin.rs
index dabdf4bd32fe..820a0a965c63 100644
--- a/crates/router/src/core/admin.rs
+++ b/crates/router/src/core/admin.rs
@@ -48,7 +48,7 @@ use crate::{
             types::{self as domain_types, AsyncLift},
         },
         storage::{self, enums::MerchantStorageScheme},
-        transformers::{ForeignTryFrom, ForeignTryInto},
+        transformers::{ForeignInto, ForeignTryFrom, ForeignTryInto},
     },
     utils,
 };
@@ -289,11 +289,7 @@ impl MerchantAccountCreateBridge for api::MerchantAccountCreate {
             },
         )?;
 
-        let webhook_details = self.get_webhook_details_as_value().change_context(
-            errors::ApiErrorResponse::InvalidDataValue {
-                field_name: "webhook details",
-            },
-        )?;
+        let webhook_details = self.webhook_details.clone().map(ForeignInto::foreign_into);
 
         let pm_collect_link_config = self.get_pm_link_config_as_value().change_context(
             errors::ApiErrorResponse::InvalidDataValue {
@@ -871,11 +867,7 @@ impl MerchantAccountUpdateBridge for api::MerchantAccountUpdate {
             },
         )?;
 
-        let webhook_details = self.get_webhook_details_as_value().change_context(
-            errors::ApiErrorResponse::InvalidDataValue {
-                field_name: "webhook_details",
-            },
-        )?;
+        let webhook_details = self.webhook_details.map(ForeignInto::foreign_into);
 
         let parent_merchant_id = get_parent_merchant(
             state,
@@ -3375,17 +3367,7 @@ pub async fn update_business_profile(
         helpers::validate_intent_fulfillment_expiry(intent_fulfillment_expiry.to_owned())?;
     }
 
-    let webhook_details = request
-        .webhook_details
-        .as_ref()
-        .map(|webhook_details| {
-            webhook_details.encode_to_value().change_context(
-                errors::ApiErrorResponse::InvalidDataValue {
-                    field_name: "webhook details",
-                },
-            )
-        })
-        .transpose()?;
+    let webhook_details = request.webhook_details.map(ForeignInto::foreign_into);
 
     if let Some(ref routing_algorithm) = request.routing_algorithm {
         let _: api_models::routing::RoutingAlgorithm = routing_algorithm
@@ -3399,13 +3381,8 @@ pub async fn update_business_profile(
 
     let payment_link_config = request
         .payment_link_config
-        .as_ref()
         .map(|payment_link_conf| match payment_link_conf.validate() {
-            Ok(_) => payment_link_conf.encode_to_value().change_context(
-                errors::ApiErrorResponse::InvalidDataValue {
-                    field_name: "payment_link_config",
-                },
-            ),
+            Ok(_) => Ok(payment_link_conf.foreign_into()),
             Err(e) => Err(report!(errors::ApiErrorResponse::InvalidRequestData {
                 message: e.to_string()
             })),
@@ -3434,56 +3411,48 @@ pub async fn update_business_profile(
 
     let payout_link_config = request
         .payout_link_config
-        .as_ref()
         .map(|payout_conf| match payout_conf.config.validate() {
-            Ok(_) => payout_conf.encode_to_value().change_context(
-                errors::ApiErrorResponse::InvalidDataValue {
-                    field_name: "payout_link_config",
-                },
-            ),
+            Ok(_) => Ok(payout_conf.foreign_into()),
             Err(e) => Err(report!(errors::ApiErrorResponse::InvalidRequestData {
                 message: e.to_string()
             })),
         })
         .transpose()?;
 
-    let business_profile_update = storage::business_profile::BusinessProfileUpdate::Update {
-        profile_name: request.profile_name,
-        return_url: request.return_url.map(|return_url| return_url.to_string()),
-        enable_payment_response_hash: request.enable_payment_response_hash,
-        payment_response_hash_key: request.payment_response_hash_key,
-        redirect_to_merchant_with_http_post: request.redirect_to_merchant_with_http_post,
-        webhook_details,
-        metadata: request.metadata,
-        routing_algorithm: request.routing_algorithm,
-        intent_fulfillment_time: request.intent_fulfillment_time.map(i64::from),
-        frm_routing_algorithm: request.frm_routing_algorithm,
-        #[cfg(feature = "payouts")]
-        payout_routing_algorithm: request.payout_routing_algorithm,
-        #[cfg(not(feature = "payouts"))]
-        payout_routing_algorithm: None,
-        is_recon_enabled: None,
-        applepay_verified_domains: request.applepay_verified_domains,
-        payment_link_config,
-        session_expiry: request.session_expiry.map(i64::from),
-        authentication_connector_details: request
-            .authentication_connector_details
-            .as_ref()
-            .map(Encode::encode_to_value)
-            .transpose()
-            .change_context(errors::ApiErrorResponse::InvalidDataValue {
-                field_name: "authentication_connector_details",
-            })?,
-        payout_link_config,
-        extended_card_info_config,
-        use_billing_as_payment_method_billing: request.use_billing_as_payment_method_billing,
-        collect_shipping_details_from_wallet_connector: request
-            .collect_shipping_details_from_wallet_connector,
-        collect_billing_details_from_wallet_connector: request
-            .collect_billing_details_from_wallet_connector,
-        is_connector_agnostic_mit_enabled: request.is_connector_agnostic_mit_enabled,
-        outgoing_webhook_custom_http_headers: outgoing_webhook_custom_http_headers.map(Into::into),
-    };
+    let business_profile_update =
+        storage::BusinessProfileUpdate::Update(Box::new(storage::BusinessProfileGeneralUpdate {
+            profile_name: request.profile_name,
+            return_url: request.return_url.map(|return_url| return_url.to_string()),
+            enable_payment_response_hash: request.enable_payment_response_hash,
+            payment_response_hash_key: request.payment_response_hash_key,
+            redirect_to_merchant_with_http_post: request.redirect_to_merchant_with_http_post,
+            webhook_details,
+            metadata: request.metadata,
+            routing_algorithm: request.routing_algorithm,
+            intent_fulfillment_time: request.intent_fulfillment_time.map(i64::from),
+            frm_routing_algorithm: request.frm_routing_algorithm,
+            #[cfg(feature = "payouts")]
+            payout_routing_algorithm: request.payout_routing_algorithm,
+            #[cfg(not(feature = "payouts"))]
+            payout_routing_algorithm: None,
+            is_recon_enabled: None,
+            applepay_verified_domains: request.applepay_verified_domains,
+            payment_link_config,
+            session_expiry: request.session_expiry.map(i64::from),
+            authentication_connector_details: request
+                .authentication_connector_details
+                .map(ForeignInto::foreign_into),
+            payout_link_config,
+            extended_card_info_config,
+            use_billing_as_payment_method_billing: request.use_billing_as_payment_method_billing,
+            collect_shipping_details_from_wallet_connector: request
+                .collect_shipping_details_from_wallet_connector,
+            collect_billing_details_from_wallet_connector: request
+                .collect_billing_details_from_wallet_connector,
+            is_connector_agnostic_mit_enabled: request.is_connector_agnostic_mit_enabled,
+            outgoing_webhook_custom_http_headers: outgoing_webhook_custom_http_headers
+                .map(Into::into),
+        }));
 
     let updated_business_profile = db
         .update_business_profile_by_profile_id(business_profile, business_profile_update)
diff --git a/crates/router/src/core/authentication/utils.rs b/crates/router/src/core/authentication/utils.rs
index 0ed55999831d..ebfa60374761 100644
--- a/crates/router/src/core/authentication/utils.rs
+++ b/crates/router/src/core/authentication/utils.rs
@@ -1,4 +1,3 @@
-use common_utils::ext_traits::ValueExt;
 use error_stack::ResultExt;
 use hyperswitch_domain_models::router_data_v2::ExternalAuthenticationFlowData;
 
@@ -269,24 +268,17 @@ pub async fn get_authentication_connector_data(
     key_store: &domain::MerchantKeyStore,
     business_profile: &storage::BusinessProfile,
 ) -> RouterResult<(
-    api_models::enums::AuthenticationConnectors,
+    common_enums::AuthenticationConnectors,
     payments::helpers::MerchantConnectorAccountType,
 )> {
-    let authentication_details: api_models::admin::AuthenticationConnectorDetails =
-        business_profile
-            .authentication_connector_details
-            .clone()
-            .get_required_value("authentication_details")
-            .change_context(errors::ApiErrorResponse::UnprocessableEntity {
-                message: "authentication_connector_details is not available in business profile"
-                    .into(),
-            })
-            .attach_printable("authentication_connector_details not configured by the merchant")?
-            .parse_value("AuthenticationConnectorDetails")
-            .change_context(errors::ApiErrorResponse::InternalServerError)
-            .attach_printable(
-                "Error while parsing authentication_connector_details from business_profile",
-            )?;
+    let authentication_details = business_profile
+        .authentication_connector_details
+        .clone()
+        .get_required_value("authentication_details")
+        .change_context(errors::ApiErrorResponse::UnprocessableEntity {
+            message: "authentication_connector_details is not available in business profile".into(),
+        })
+        .attach_printable("authentication_connector_details not configured by the merchant")?;
     let authentication_connector = authentication_details
         .authentication_connectors
         .first()
diff --git a/crates/router/src/core/payment_link.rs b/crates/router/src/core/payment_link.rs
index ef39a34a11e6..7b95edbda975 100644
--- a/crates/router/src/core/payment_link.rs
+++ b/crates/router/src/core/payment_link.rs
@@ -526,39 +526,33 @@ pub fn extract_payment_link_config(
 
 pub fn get_payment_link_config_based_on_priority(
     payment_create_link_config: Option<api_models::payments::PaymentCreatePaymentLinkConfig>,
-    business_link_config: Option<serde_json::Value>,
+    business_link_config: Option<diesel_models::business_profile::BusinessPaymentLinkConfig>,
     merchant_name: String,
     default_domain_name: String,
     payment_link_config_id: Option<String>,
 ) -> Result<(PaymentLinkConfig, String), error_stack::Report<errors::ApiErrorResponse>> {
     let (domain_name, business_theme_configs, allowed_domains) =
         if let Some(business_config) = business_link_config {
-            let extracted_value: api_models::admin::BusinessPaymentLinkConfig = business_config
-                .parse_value("BusinessPaymentLinkConfig")
-                .change_context(errors::ApiErrorResponse::InvalidDataValue {
-                    field_name: "payment_link_config",
-                })
-                .attach_printable("Invalid payment_link_config given in business config")?;
             logger::info!(
                 "domain name set to custom domain https://{:?}",
-                extracted_value.domain_name
+                business_config.domain_name
             );
 
             (
-                extracted_value
+                business_config
                     .domain_name
                     .clone()
                     .map(|d_name| format!("https://{}", d_name))
                     .unwrap_or_else(|| default_domain_name.clone()),
                 payment_link_config_id
                     .and_then(|id| {
-                        extracted_value
+                        business_config
                             .business_specific_configs
                             .as_ref()
                             .and_then(|specific_configs| specific_configs.get(&id).cloned())
                     })
-                    .or(extracted_value.default_config),
-                extracted_value.allowed_domains,
+                    .or(business_config.default_config),
+                business_config.allowed_domains,
             )
         } else {
             (default_domain_name, None, None)
diff --git a/crates/router/src/core/payments.rs b/crates/router/src/core/payments.rs
index 8d7266c499e8..34a5c337ce43 100644
--- a/crates/router/src/core/payments.rs
+++ b/crates/router/src/core/payments.rs
@@ -4156,19 +4156,11 @@ pub async fn payment_external_authentication(
             id: profile_id.to_string(),
         })?;
 
-    let authentication_details: api_models::admin::AuthenticationConnectorDetails =
-        business_profile
-            .authentication_connector_details
-            .clone()
-            .get_required_value("authentication_connector_details")
-            .attach_printable("authentication_connector_details not configured by the merchant")?
-            .parse_value("AuthenticationConnectorDetails")
-            .change_context(errors::ApiErrorResponse::UnprocessableEntity {
-                message: "Invalid data format found for authentication_connector_details".into(),
-            })
-            .attach_printable(
-                "Error while parsing authentication_connector_details from business_profile",
-            )?;
+    let authentication_details = business_profile
+        .authentication_connector_details
+        .clone()
+        .get_required_value("authentication_connector_details")
+        .attach_printable("authentication_connector_details not configured by the merchant")?;
 
     let authentication_response = Box::pin(authentication_core::perform_authentication(
         &state,
diff --git a/crates/router/src/core/payouts.rs b/crates/router/src/core/payouts.rs
index 75756a963909..1350bf00c2b7 100644
--- a/crates/router/src/core/payouts.rs
+++ b/crates/router/src/core/payouts.rs
@@ -5,7 +5,7 @@ pub mod retry;
 pub mod validator;
 use std::vec::IntoIter;
 
-use api_models::{self, admin, enums as api_enums, payouts::PayoutLinkResponse};
+use api_models::{self, enums as api_enums, payouts::PayoutLinkResponse};
 #[cfg(feature = "payout_retry")]
 use common_enums::PayoutRetryType;
 use common_utils::{
@@ -2505,18 +2505,7 @@ pub async fn create_payout_link(
 
     // Fetch all configs
     let default_config = &state.conf.generic_link.payout_link;
-    let profile_config = business_profile
-        .payout_link_config
-        .as_ref()
-        .map(|config| {
-            config
-                .clone()
-                .parse_value::<admin::BusinessPayoutLinkConfig>("BusinessPayoutLinkConfig")
-        })
-        .transpose()
-        .change_context(errors::ApiErrorResponse::InvalidDataValue {
-            field_name: "payout_link_config in business_profile",
-        })?;
+    let profile_config = &business_profile.payout_link_config;
     let profile_ui_config = profile_config.as_ref().map(|c| c.config.ui_config.clone());
     let ui_config = payout_link_config_req
         .as_ref()
diff --git a/crates/router/src/core/webhooks/outgoing.rs b/crates/router/src/core/webhooks/outgoing.rs
index 39b9fac33b3e..416075050b3d 100644
--- a/crates/router/src/core/webhooks/outgoing.rs
+++ b/crates/router/src/core/webhooks/outgoing.rs
@@ -536,17 +536,12 @@ pub(crate) async fn add_outgoing_webhook_retry_task_to_process_tracker(
 fn get_webhook_url_from_business_profile(
     business_profile: &diesel_models::business_profile::BusinessProfile,
 ) -> CustomResult<String, errors::WebhooksFlowError> {
-    let webhook_details_json = business_profile
+    let webhook_details = business_profile
         .webhook_details
         .clone()
         .get_required_value("webhook_details")
         .change_context(errors::WebhooksFlowError::MerchantWebhookDetailsNotFound)?;
 
-    let webhook_details: api::WebhookDetails =
-        webhook_details_json
-            .parse_value("WebhookDetails")
-            .change_context(errors::WebhooksFlowError::MerchantWebhookDetailsNotFound)?;
-
     webhook_details
         .webhook_url
         .get_required_value("webhook_url")
diff --git a/crates/router/src/types/api/admin.rs b/crates/router/src/types/api/admin.rs
index 683bbd895caf..e7127e5d53bc 100644
--- a/crates/router/src/types/api/admin.rs
+++ b/crates/router/src/types/api/admin.rs
@@ -17,12 +17,16 @@ use error_stack::ResultExt;
 use hyperswitch_domain_models::{
     merchant_key_store::MerchantKeyStore, type_encryption::decrypt_optional,
 };
-use masking::{ExposeInterface, PeekInterface, Secret};
+use masking::{ExposeInterface, PeekInterface};
 
 use crate::{
     core::errors,
     routes::SessionState,
-    types::{domain, storage, transformers::ForeignTryFrom, ForeignFrom},
+    types::{
+        domain, storage,
+        transformers::{ForeignInto, ForeignTryFrom},
+        ForeignFrom,
+    },
 };
 
 impl ForeignFrom<diesel_models::organization::Organization> for OrganizationResponse {
@@ -63,7 +67,7 @@ impl ForeignTryFrom<domain::MerchantAccount> for MerchantAccountResponse {
             payment_response_hash_key: item.payment_response_hash_key,
             redirect_to_merchant_with_http_post: item.redirect_to_merchant_with_http_post,
             merchant_details: item.merchant_details,
-            webhook_details: item.webhook_details,
+            webhook_details: item.webhook_details.clone().map(ForeignInto::foreign_into),
             routing_algorithm: item.routing_algorithm,
             sub_merchants_enabled: item.sub_merchants_enabled,
             parent_merchant_id: item.parent_merchant_id,
@@ -141,7 +145,7 @@ pub async fn business_profile_response(
         enable_payment_response_hash: item.enable_payment_response_hash,
         payment_response_hash_key: item.payment_response_hash_key,
         redirect_to_merchant_with_http_post: item.redirect_to_merchant_with_http_post,
-        webhook_details: item.webhook_details.map(Secret::new),
+        webhook_details: item.webhook_details.map(ForeignInto::foreign_into),
         metadata: item.metadata,
         routing_algorithm: item.routing_algorithm,
         intent_fulfillment_time: item.intent_fulfillment_time,
@@ -149,18 +153,12 @@ pub async fn business_profile_response(
         #[cfg(feature = "payouts")]
         payout_routing_algorithm: item.payout_routing_algorithm,
         applepay_verified_domains: item.applepay_verified_domains,
-        payment_link_config: item.payment_link_config,
+        payment_link_config: item.payment_link_config.map(ForeignInto::foreign_into),
         session_expiry: item.session_expiry,
         authentication_connector_details: item
             .authentication_connector_details
-            .map(|authentication_connector_details| {
-                authentication_connector_details.parse_value("AuthenticationDetails")
-            })
-            .transpose()?,
-        payout_link_config: item
-            .payout_link_config
-            .map(|payout_link_config| payout_link_config.parse_value("BusinessPayoutLinkConfig"))
-            .transpose()?,
+            .map(ForeignInto::foreign_into),
+        payout_link_config: item.payout_link_config.map(ForeignInto::foreign_into),
         use_billing_as_payment_method_billing: item.use_billing_as_payment_method_billing,
         extended_card_info_config: item
             .extended_card_info_config
@@ -201,7 +199,7 @@ pub async fn create_business_profile(
     storage::business_profile::BusinessProfileNew,
     error_stack::Report<errors::ApiErrorResponse>,
 > {
-    use common_utils::ext_traits::{AsyncExt, Encode};
+    use common_utils::ext_traits::AsyncExt;
 
     use crate::core;
 
@@ -211,33 +209,14 @@ pub async fn create_business_profile(
 
     let current_time = common_utils::date_time::now();
 
-    let webhook_details = request
-        .webhook_details
-        .as_ref()
-        .map(|webhook_details| {
-            webhook_details.encode_to_value().change_context(
-                errors::ApiErrorResponse::InvalidDataValue {
-                    field_name: "webhook details",
-                },
-            )
-        })
-        .transpose()?;
+    let webhook_details = request.webhook_details.map(ForeignInto::foreign_into);
 
     let payment_response_hash_key = request
         .payment_response_hash_key
         .or(merchant_account.payment_response_hash_key)
         .unwrap_or(common_utils::crypto::generate_cryptographically_secure_random_string(64));
 
-    let payment_link_config_value = request
-        .payment_link_config
-        .map(|pl_config| {
-            pl_config
-                .encode_to_value()
-                .change_context(errors::ApiErrorResponse::InvalidDataValue {
-                    field_name: "payment_link_config_value",
-                })
-        })
-        .transpose()?;
+    let payment_link_config_value = request.payment_link_config.map(ForeignInto::foreign_into);
     let outgoing_webhook_custom_http_headers = request
         .outgoing_webhook_custom_http_headers
         .async_map(|headers| {
@@ -250,13 +229,8 @@ pub async fn create_business_profile(
 
     let payout_link_config = request
         .payout_link_config
-        .as_ref()
         .map(|payout_conf| match payout_conf.config.validate() {
-            Ok(_) => payout_conf.encode_to_value().change_context(
-                errors::ApiErrorResponse::InvalidDataValue {
-                    field_name: "payout_link_config",
-                },
-            ),
+            Ok(_) => Ok(payout_conf.foreign_into()),
             Err(e) => Err(error_stack::report!(
                 errors::ApiErrorResponse::InvalidRequestData {
                     message: e.to_string()
@@ -311,12 +285,7 @@ pub async fn create_business_profile(
             .or(Some(common_utils::consts::DEFAULT_SESSION_EXPIRY)),
         authentication_connector_details: request
             .authentication_connector_details
-            .as_ref()
-            .map(Encode::encode_to_value)
-            .transpose()
-            .change_context(errors::ApiErrorResponse::InvalidDataValue {
-                field_name: "authentication_connector_details",
-            })?,
+            .map(ForeignInto::foreign_into),
         payout_link_config,
         is_connector_agnostic_mit_enabled: request.is_connector_agnostic_mit_enabled,
         is_extended_card_info_enabled: None,
diff --git a/crates/router/src/types/storage/business_profile.rs b/crates/router/src/types/storage/business_profile.rs
index d7c7d66b99ef..4780b3d032fd 100644
--- a/crates/router/src/types/storage/business_profile.rs
+++ b/crates/router/src/types/storage/business_profile.rs
@@ -1,3 +1,4 @@
 pub use diesel_models::business_profile::{
-    BusinessProfile, BusinessProfileNew, BusinessProfileUpdate, BusinessProfileUpdateInternal,
+    BusinessProfile, BusinessProfileGeneralUpdate, BusinessProfileNew, BusinessProfileUpdate,
+    BusinessProfileUpdateInternal,
 };
diff --git a/crates/router/src/types/transformers.rs b/crates/router/src/types/transformers.rs
index 467867ef8406..da6f35305b6d 100644
--- a/crates/router/src/types/transformers.rs
+++ b/crates/router/src/types/transformers.rs
@@ -1622,3 +1622,165 @@ impl TryFrom<domain::Event> for api_models::webhook_events::EventRetrieveRespons
         })
     }
 }
+
+impl ForeignFrom<api_models::admin::AuthenticationConnectorDetails>
+    for diesel_models::business_profile::AuthenticationConnectorDetails
+{
+    fn foreign_from(item: api_models::admin::AuthenticationConnectorDetails) -> Self {
+        Self {
+            authentication_connectors: item.authentication_connectors,
+            three_ds_requestor_url: item.three_ds_requestor_url,
+        }
+    }
+}
+
+impl ForeignFrom<diesel_models::business_profile::AuthenticationConnectorDetails>
+    for api_models::admin::AuthenticationConnectorDetails
+{
+    fn foreign_from(item: diesel_models::business_profile::AuthenticationConnectorDetails) -> Self {
+        Self {
+            authentication_connectors: item.authentication_connectors,
+            three_ds_requestor_url: item.three_ds_requestor_url,
+        }
+    }
+}
+
+impl ForeignFrom<api_models::admin::WebhookDetails>
+    for diesel_models::business_profile::WebhookDetails
+{
+    fn foreign_from(item: api_models::admin::WebhookDetails) -> Self {
+        Self {
+            webhook_version: item.webhook_version,
+            webhook_username: item.webhook_username,
+            webhook_password: item.webhook_password,
+            webhook_url: item.webhook_url,
+            payment_created_enabled: item.payment_created_enabled,
+            payment_succeeded_enabled: item.payment_succeeded_enabled,
+            payment_failed_enabled: item.payment_failed_enabled,
+        }
+    }
+}
+
+impl ForeignFrom<diesel_models::business_profile::WebhookDetails>
+    for api_models::admin::WebhookDetails
+{
+    fn foreign_from(item: diesel_models::business_profile::WebhookDetails) -> Self {
+        Self {
+            webhook_version: item.webhook_version,
+            webhook_username: item.webhook_username,
+            webhook_password: item.webhook_password,
+            webhook_url: item.webhook_url,
+            payment_created_enabled: item.payment_created_enabled,
+            payment_succeeded_enabled: item.payment_succeeded_enabled,
+            payment_failed_enabled: item.payment_failed_enabled,
+        }
+    }
+}
+
+impl ForeignFrom<api_models::admin::BusinessPaymentLinkConfig>
+    for diesel_models::business_profile::BusinessPaymentLinkConfig
+{
+    fn foreign_from(item: api_models::admin::BusinessPaymentLinkConfig) -> Self {
+        Self {
+            domain_name: item.domain_name,
+            default_config: item.default_config.map(ForeignInto::foreign_into),
+            business_specific_configs: item.business_specific_configs.map(|map| {
+                map.into_iter()
+                    .map(|(k, v)| (k, v.foreign_into()))
+                    .collect()
+            }),
+            allowed_domains: item.allowed_domains,
+        }
+    }
+}
+
+impl ForeignFrom<diesel_models::business_profile::BusinessPaymentLinkConfig>
+    for api_models::admin::BusinessPaymentLinkConfig
+{
+    fn foreign_from(item: diesel_models::business_profile::BusinessPaymentLinkConfig) -> Self {
+        Self {
+            domain_name: item.domain_name,
+            default_config: item.default_config.map(ForeignInto::foreign_into),
+            business_specific_configs: item.business_specific_configs.map(|map| {
+                map.into_iter()
+                    .map(|(k, v)| (k, v.foreign_into()))
+                    .collect()
+            }),
+            allowed_domains: item.allowed_domains,
+        }
+    }
+}
+
+impl ForeignFrom<api_models::admin::PaymentLinkConfigRequest>
+    for diesel_models::business_profile::PaymentLinkConfigRequest
+{
+    fn foreign_from(item: api_models::admin::PaymentLinkConfigRequest) -> Self {
+        Self {
+            theme: item.theme,
+            logo: item.logo,
+            seller_name: item.seller_name,
+            sdk_layout: item.sdk_layout,
+            display_sdk_only: item.display_sdk_only,
+            enabled_saved_payment_method: item.enabled_saved_payment_method,
+        }
+    }
+}
+
+impl ForeignFrom<diesel_models::business_profile::PaymentLinkConfigRequest>
+    for api_models::admin::PaymentLinkConfigRequest
+{
+    fn foreign_from(item: diesel_models::business_profile::PaymentLinkConfigRequest) -> Self {
+        Self {
+            theme: item.theme,
+            logo: item.logo,
+            seller_name: item.seller_name,
+            sdk_layout: item.sdk_layout,
+            display_sdk_only: item.display_sdk_only,
+            enabled_saved_payment_method: item.enabled_saved_payment_method,
+        }
+    }
+}
+
+impl ForeignFrom<api_models::admin::BusinessPayoutLinkConfig>
+    for diesel_models::business_profile::BusinessPayoutLinkConfig
+{
+    fn foreign_from(item: api_models::admin::BusinessPayoutLinkConfig) -> Self {
+        Self {
+            config: item.config.foreign_into(),
+        }
+    }
+}
+
+impl ForeignFrom<diesel_models::business_profile::BusinessPayoutLinkConfig>
+    for api_models::admin::BusinessPayoutLinkConfig
+{
+    fn foreign_from(item: diesel_models::business_profile::BusinessPayoutLinkConfig) -> Self {
+        Self {
+            config: item.config.foreign_into(),
+        }
+    }
+}
+
+impl ForeignFrom<api_models::admin::BusinessGenericLinkConfig>
+    for diesel_models::business_profile::BusinessGenericLinkConfig
+{
+    fn foreign_from(item: api_models::admin::BusinessGenericLinkConfig) -> Self {
+        Self {
+            domain_name: item.domain_name,
+            allowed_domains: item.allowed_domains,
+            ui_config: item.ui_config,
+        }
+    }
+}
+
+impl ForeignFrom<diesel_models::business_profile::BusinessGenericLinkConfig>
+    for api_models::admin::BusinessGenericLinkConfig
+{
+    fn foreign_from(item: diesel_models::business_profile::BusinessGenericLinkConfig) -> Self {
+        Self {
+            domain_name: item.domain_name,
+            allowed_domains: item.allowed_domains,
+            ui_config: item.ui_config,
+        }
+    }
+}