Webhook Integrations

Webhooks send real-time notifications to an external URL whenever a specific event happens in your account. Instead of manually checking for updates or polling the API, webhooks push data to your systems the moment an event occurs -- keeping your CRM, automation tools, and dashboards in sync automatically.

Supported Event Types

You can configure webhooks to fire on the following events:

• New customer -- Triggered when a new customer is added to your account (via import, manual entry, or keyword opt-in).
• customer Opt-Out -- Triggered when a customer replies STOP and opts out of messaging.
• Inbound Message -- Triggered when a customer sends a message to your number.
• Campaign Sent -- Triggered when a campaign finishes sending to its audience.
• customer Updated -- Triggered when a customer's information is modified.
• Keyword Opt-In -- Triggered when a customer texts a keyword to join a group.

Each event sends a JSON payload containing the relevant data for that action.

How to Set Up a Webhook

Step 1: Navigate to Webhook Settings

Go to Settings then Webhook Integrations in the left navigation.

Step 2: Add a New Webhook

Click Add Webhook and provide the following details:

• Endpoint URL -- The destination URL where event data should be sent. This is typically provided by the external system you are connecting to (for example, a Zapier webhook URL or a custom API endpoint).
• Event Type -- Select which event should trigger this webhook.
• Status -- Enable or disable the webhook without deleting its configuration.

Step 3: Configure Authentication (if required)

If your receiving endpoint requires authentication, configure the appropriate headers or tokens. Common options include:

• API key header -- Add a custom header with your API key value.
• Bearer token -- Include an authorization token in the request header.

Step 4: Save and Test

Save your webhook configuration and trigger a test event to confirm the connection is working. Check the receiving system to verify the payload arrived as expected.

Example JSON Payload

When an event fires, the webhook sends a POST request to your endpoint with a JSON payload. The structure varies by event type, but a typical new-customer payload includes:

{
  "event": "new_contact",
  "timestamp": "2026-04-25T14:30:00Z",
  "data": {
    "contact_id": "12345",
    "first_name": "Jane",
    "last_name": "Smith",
    "phone": "+15551234567",
    "email": "jane@example.com",
    "groups": ["customers", "Events"],
    "source": "keyword_optin",
    "keyword": "JOIN"
  }
}

Testing and Debugging

• Use a testing tool like webhook.site or RequestBin to inspect payloads before pointing webhooks at your production systems.
• Check response codes -- Your endpoint should return a 200 status code to confirm receipt. Non-200 responses may cause retries.
• Review delivery logs -- If your receiving system is not getting data, verify the endpoint URL is correct and the webhook is enabled in Settings.
• Start small -- Test with a single event type before configuring multiple webhooks.

Access Permissions

Not all roles can access webhook settings:

• Admin -- Full access to webhook configuration
• Manager -- Cannot access webhook settings
• User -- Cannot access Webhook Integrations

Tips & Best Practices

• Test webhook connections with a small event before relying on them for production workflows.
• Use separate webhook endpoints for different event types to keep your integrations clean and easy to debug.
• If you are not a developer, work with your technical team or integration partner to configure webhook connections. No-code platforms like Zapier and Make.com also accept webhooks without requiring custom code.
• Monitor your webhook endpoints regularly to ensure they are still receiving data and responding with 200 status codes.

Common Questions

What happens if my endpoint is down when a webhook fires?

The platform may retry delivery for failed webhook calls. To avoid data loss, ensure your endpoint is highly available or use a middleware service like Zapier that queues incoming data.

Can I send webhooks to multiple endpoints for the same event?

Yes. You can create multiple webhook configurations for the same event type, each pointing to a different endpoint URL. This is useful if you need to sync the same data to several systems.

Do webhooks work with Zapier, Make.com, or similar tools?

Yes. These automation platforms provide webhook URLs that you can use as your endpoint. When an event fires, the data is sent to the automation platform, which can then trigger additional steps in your workflow.