Webhooks are callback notifications that allow for user behaviors to trigger non-app actions like account changes, sending an SMS, or posting social media messages.


A webhook is a tool that allows you to trigger marketing actions based on data or events and connect to other servers or systems in real time. Since servers, messaging systems, and marketing CRMs aren’t always integrated, webhooks allow marketers to keep up with user events and use all the data at their disposal to trigger messages and other actions. They function like an API but focus on immediately transferring information for specific actions.

Webhooks can be used by marketers to ensure that key actions to occur seamlessly for the user. For example, if a user hits a milestone in a gaming app, the webhook associated with that milestone could ensure that their account is updated to place them in a higher ranking segment, or credit their account with a coupon. Webhooks can also be used to communicate with users on social media, via SMS, or through other third-party systems. Not all marketing automation platforms support webhooks, so you’ll want to consider including webhook support when putting together your RFP.

“After our app crashed on Black Friday, we used webhooks to automatically credit the accounts of affected customers with a one-day 10% discount.”