Inbound webhook
Contacts & dataAlso called: incoming webhook, webhook URL, webhook trigger
An inbound webhook is a URL your CRM exposes so that other systems can push events into it — a payment succeeded, a booking made, a form submitted — enrolling a contact and carrying the event's data into the automation.
Webhooks are how a CRM integrates with software that has no official integration. Any tool that can send an HTTP POST can start a sequence, which in practice means nearly all of them.
The design question is what the payload identifies. A webhook that carries an email address can find or create the right contact easily. One that carries only a partner's internal id needs that id to have been stored on the contact earlier, which is a decision you have to make before you need it, not after.
Treat the endpoint as public. The URL is unguessable rather than authenticated, so it should be handled like a secret, and the flow behind it should be built to tolerate duplicate deliveries — retries are normal, not exceptional.
How it works in FrazzleCRM
- ✓Webhook entry is deliberately not a trigger type: each automation can have any number of wired Inbound Webhook URLs, and creating one on the map mints its URL immediately.
- ✓Every field of the posted JSON is available as a merge value in emails, SMS and branch rules for that run.
- ✓A Find Contact step resolves who the event is about — by contact id, then by named field rules, then email, then phone — and rebinds the run to them without ever creating anyone.
- ✓Map membership is the source of truth for which automation a webhook belongs to, and a recurring boot heal re-enforces that link.
Where teams get this wrong
Source systems retry. A webhook flow that has no idempotency — no once-only re-entry, no dedupe on an event id — will happily process the same payment twice and send two receipts.
Common questions
Do I need a Zapier account to integrate?
Not for anything that can send a webhook natively — Stripe, Shopify, Cal.com and most modern SaaS can post directly to the URL.
Can a webhook create a contact that does not exist yet?
Yes, with a create step that dedupes on email or phone. Lookup and creation are deliberately separate so an integration can choose to only ever match existing people.
See it on a real map
Free templates where this shows up as an actual node. Clone one and the diagram runs as the automation.
Failed Payment Dunning
Recover the churn nobody chose — three retries, one text, and a dated deadline.
E-commercePost-Purchase + Review Request
Confirm, ship, then ask — and only send the happy customers to the public review page.
EventsWorkshop & Event Tickets
Sell the seat, get them in the room, then sell the thing that comes after.
Related terms
Merge field
A merge field is a placeholder in message content that is replaced with that contact's data at send time — {{name}} becoming Priya — so one written message can address thousands of people individually.
Trigger
A trigger is the event that starts an automation for a contact — a tag being added, a form submitted, a link clicked, a date arriving — deciding both who enters the flow and when.
Custom field
A custom field stores a value on a contact that the standard fields do not cover — a renewal date, a plan name, a quoted price, an external system's id — for use in personalisation, branching and date-driven automation.
Trigger link
A trigger link is a tracked URL that records who clicked it and can start or advance an automation before forwarding the visitor to the real destination — turning a click into an event without needing a form.
Or browse all 24 terms — grouped by what part of the funnel they belong to.
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