What is a webhook?
A webhook is an automatic message that one application sends to another as soon as a specific event happens, such as a new form submission. It pushes data to a web address you choose, so you don't have to keep asking for updates.
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How webhooks work
You give the sending system a destination URL and choose the events you care about. When one occurs, the system sends a request with the details to that URL.
The receiving system reads it and acts, for example by creating a record or sending a notification.
How marketers use webhooks
Common uses include sending new leads from a form builder to a CRM, alerting a sales team in chat, and starting an automation when a purchase happens.
They are often used with automation platforms, which make the setup easier without custom code.
Making webhooks reliable
Secure the receiving address, check that requests come from the expected sender, and plan for failures. Many senders retry, so make sure a repeated message doesn't create duplicate records.
Common questions
What's the difference between a webhook and an API?
With an API, your system asks for data when it wants it. With a webhook, the other system sends data to you when something happens.
Do I need to code to use a webhook?
Not always. Automation tools can receive and route webhooks with no code. Custom handling needs a developer.
What data does a webhook send?
Usually a small package of structured data, often JSON, describing the event, such as the form fields from a submission.
What happens if a webhook fails?
It depends on the sender. Many retry for a while, and some log failures. Monitor your integrations so missed events don't go unnoticed.
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