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Send custom properties as a simple key/value object where each key matches an active property definition for contacts. 
{
  "first_name": "Jane",
  "last_name": "Smith",
  "email": "[email protected]",
  "notes": "Met at Startup Week",
  "company_ids": ["01HCOMPANY01"],
  "properties": {
    "job_title": "CTO",
    "lifetime_value": 125000,
    "newsletter_opt_in": true
  }
}