Webhook
An HTTP callback where one system notifies another of an event by POSTing data to a pre-registered URL.
Full Definition
A webhook is an HTTP callback: system A notifies system B of an event (e.g., "new lead," "appointment set," "call completed") by sending an HTTPS POST to a URL system B previously registered. Webhooks are how most insurance lead delivery, dialer events, and CRM updates propagate in near-real-time. They are simpler than polling APIs because system B receives data only when something happens. Webhook security best practices include (1) HTTPS only, (2) a shared-secret HMAC signature in a header to verify authenticity, (3) idempotency keys to prevent duplicate processing, and (4) replay protection via timestamps. Lead-delivery webhooks are functionally a subset of API posting, but the term "webhook" more often refers to the buyer's receiving endpoint and the vendor's configurable notification mechanism.
Example
An agent's CRM exposes a webhook URL. When a Calendly appointment is booked, Calendly POSTs to that webhook with the appointment data, and the CRM auto-creates a scheduled-call task for the assigned agent.
Related Terms
- API Posting — Real-time lead delivery from vendor to buyer over HTTPS — typically POST requests to the buyer's receiving endpoint.
- Ping / Post — A two-step lead-distribution protocol: first a "ping" with non-identifying data to poll buyer interest/price, then a "post" delivering the full lead to the winning buyer.
- Real-Time Delivery — Lead delivery within seconds of form submission — the operational foundation for winning speed-to-contact.
- CRM (Customer Relationship Management) — Software for tracking prospects, policies, tasks, and communications — the system of record for most insurance agencies.