diff --git a/components/esp_matter/esp_matter_core.cpp b/components/esp_matter/esp_matter_core.cpp
index b9d260e19..a9603e9e6 100644
--- a/components/esp_matter/esp_matter_core.cpp
+++ b/components/esp_matter/esp_matter_core.cpp
@@ -19,6 +19,7 @@
 
 #include <app/clusters/network-commissioning/network-commissioning.h>
 #include <app/clusters/general-diagnostics-server/general-diagnostics-server.h>
+#include <app/clusters/identify-server/identify-server.h>
 #include <app/server/Dnssd.h>
 #include <app/server/Server.h>
 #include <app/util/attribute-storage.h>
@@ -204,6 +205,7 @@ typedef struct _endpoint {
     EmberAfDeviceType *device_types_ptr;
     uint16_t parent_endpoint_id;
     void *priv_data;
+    Identify *identify;
     struct _endpoint *next;
 } _endpoint_t;
 
@@ -516,6 +518,12 @@ static esp_err_t disable(endpoint_t *endpoint)
         current_endpoint->device_types_ptr = NULL;
     }
 
+    /* Delete identify */
+    if (current_endpoint->identify) {
+        chip::Platform::Delete(current_endpoint->identify);
+        current_endpoint->identify = NULL;
+    }
+
     /* Free endpoint type */
     esp_matter_mem_free(endpoint_type);
     current_endpoint->endpoint_type = NULL;
@@ -2188,6 +2196,23 @@ void *get_priv_data(uint16_t endpoint_id)
     return current_endpoint->priv_data;
 }
 
+esp_err_t set_identify(uint16_t endpoint_id, void *identify)
+{
+    node_t *node = node::get();
+    if (!node) {
+        ESP_LOGE(TAG, "Node not found");
+        return ESP_ERR_INVALID_ARG;
+    }
+    endpoint_t *endpoint = get(node, endpoint_id);
+    if (!endpoint) {
+        ESP_LOGE(TAG, "Endpoint not found");
+        return ESP_ERR_INVALID_ARG;
+    }
+    _endpoint_t *current_endpoint = (_endpoint_t *)endpoint;
+    current_endpoint->identify = (Identify *)identify;
+    return ESP_OK;
+}
+
 } /* endpoint */
 
 namespace node {
diff --git a/components/esp_matter/esp_matter_core.h b/components/esp_matter/esp_matter_core.h
index ab66ebb6a..3163b71e8 100644
--- a/components/esp_matter/esp_matter_core.h
+++ b/components/esp_matter/esp_matter_core.h
@@ -290,6 +290,19 @@ esp_err_t set_parent_endpoint(endpoint_t *endpoint, endpoint_t *parent_endpoint)
  */
 void *get_priv_data(uint16_t endpoint_id);
 
+/** Set identify
+ *
+ * Set identify to the endpoint. The identify pointer should be dynamically allocated using 'chip::Platform::New<Identify>()',
+ * and once Matter stack is done using it, it will be freed by 'chip::Platform::Delete()'.
+ *
+ * @param[in] endpoint_id Endpoint id.
+ * @param[in] identify Identify pointer.
+ *
+ * @return ESP_OK on success.
+ * @return error in case of failure.
+ */
+esp_err_t set_identify(uint16_t endpoint_id, void *identify);
+
 /** Enable endpoint
  *
  * Enable the endpoint which has been previously created.
diff --git a/components/esp_matter/esp_matter_identify.cpp b/components/esp_matter/esp_matter_identify.cpp
index 754345943..b1bf7fbd6 100644
--- a/components/esp_matter/esp_matter_identify.cpp
+++ b/components/esp_matter/esp_matter_identify.cpp
@@ -60,13 +60,14 @@ static void effect_cb(Identify *identify)
 
 esp_err_t init(uint16_t endpoint_id, uint8_t identify_type, uint8_t effect_identifier, uint8_t effect_variant)
 {
-    Identify *identify = new Identify(endpoint_id, start_cb, stop_cb, (chip::app::Clusters::Identify::IdentifyTypeEnum)identify_type,
-                                      effect_cb, static_cast<chip::app::Clusters::Identify::EffectIdentifierEnum>(effect_identifier),
-                                      static_cast<chip::app::Clusters::Identify::EffectVariantEnum>(effect_variant));
+    Identify *identify = chip::Platform::New<Identify>(endpoint_id, start_cb, stop_cb, (chip::app::Clusters::Identify::IdentifyTypeEnum)identify_type,
+                                                       effect_cb, static_cast<chip::app::Clusters::Identify::EffectIdentifierEnum>(effect_identifier),
+                                                       static_cast<chip::app::Clusters::Identify::EffectVariantEnum>(effect_variant));
     if (!identify) {
         ESP_LOGE(TAG, "Fail to create identify object");
         return ESP_FAIL;
     }
+    endpoint::set_identify(endpoint_id, (void *)identify);
     return ESP_OK;
 }