diff --git a/llvm/docs/LangRef.rst b/llvm/docs/LangRef.rst
--- a/llvm/docs/LangRef.rst
+++ b/llvm/docs/LangRef.rst
@@ -1656,6 +1656,10 @@
     This attribute suppresses lazy symbol binding for the function. This
     may make calls to the function faster, at the cost of extra program
     startup time if the function is not called during program startup.
+``noprofile``
+    This function attribute prevents instrumentation based profiling, used for
+    coverage or profile based optimization, from being added to a function,
+    even when inlined.
 ``noredzone``
     This attribute indicates that the code generator should not use a
     red zone, even if the target-specific ABI normally permits it.
diff --git a/llvm/include/llvm/IR/Attributes.td b/llvm/include/llvm/IR/Attributes.td
--- a/llvm/include/llvm/IR/Attributes.td
+++ b/llvm/include/llvm/IR/Attributes.td
@@ -297,6 +297,7 @@
 def : CompatRule<"isEqual<SafeStackAttr>">;
 def : CompatRule<"isEqual<ShadowCallStackAttr>">;
 def : CompatRule<"isEqual<UseSampleProfileAttr>">;
+def : CompatRule<"isEqual<NoProfileAttr>">;
 
 class MergeRule<string F> {
   // The name of the function called to merge the attributes of the caller and
diff --git a/llvm/test/Transforms/Inline/inline_noprofile.ll b/llvm/test/Transforms/Inline/inline_noprofile.ll
new file mode 100644
--- /dev/null
+++ b/llvm/test/Transforms/Inline/inline_noprofile.ll
@@ -0,0 +1,44 @@
+; NOTE: Assertions have been autogenerated by utils/update_test_checks.py
+; RUN: opt -passes=inline %s -S -pass-remarks-missed=inline 2>&1 | FileCheck %s --check-prefixes=CHECK,CHECK-INLINE
+; RUN: opt -passes=always-inline %s -S | FileCheck %s
+
+; Test that we don't inline when caller and callee don't have matching
+; noprofile fn attrs.
+
+; CHECK-INLINE: profile not inlined into profile_caller because it should never be inlined (cost=never): conflicting attributes
+; CHECK-INLINE: noprofile not inlined into noprofile_caller because it should never be inlined (cost=never): conflicting attributes
+
+define i32 @profile() { ret i32 42 }
+define i32 @noprofile() noprofile { ret i32 43 }
+define i32 @profile_aa() alwaysinline { ret i32 44 }
+define i32 @noprofile_aa() noprofile alwaysinline { ret i32 45 }
+
+define i32 @profile_caller() noprofile {
+; CHECK-LABEL: @profile_caller(
+; CHECK-NEXT:    [[TMP1:%.*]] = call i32 @profile()
+; CHECK-NEXT:    ret i32 44
+;
+  call i32 @profile()
+  %2 = call i32 @profile_aa()
+  ret i32 %2
+}
+
+define i32 @noprofile_caller() {
+; CHECK-LABEL: @noprofile_caller(
+; CHECK-NEXT:    [[TMP1:%.*]] = call i32 @noprofile()
+; CHECK-NEXT:    ret i32 45
+;
+  call i32 @noprofile()
+  %2 = call i32 @noprofile_aa()
+  ret i32 %2
+}
+
+; Test that we do inline when caller and callee don't have matching
+; noprofile fn attrs, when CallInst is alwaysinline.
+define i32 @aa_callsite() {
+; CHECK-INLINE-LABEL: @aa_callsite(
+; CHECK-INLINE-NEXT:    ret i32 43
+;
+  %1 = call i32 @noprofile() alwaysinline
+  ret i32 %1
+}