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After installing the Salesforce Data Mask managed package in my org I get the following error when trying to assign the permission set to my user:
Can't assign permission set Data Mask to user Renato Oliveira. The user license doesn't allow the permission: Custom Permission DataMaskAccess is not valid for this Permission Set.
But the permission set doesn't specify a license type, and I'm doing this as the System Administrator (Salesforce license).
What could be wrong?
It was not really clear from the announcement or from most of the documentation, but Salesforce Data Mask is actually a paid feature, and if you want to use it you need to talk to your Account Execute to purchase licenses.
As per the documentation on installing Salesforce Data Mask:
Ensure that your organization has the Data Mask User permission set licenses. Contact your Salesforce account executive to purchase more licenses.