A webhook is an automated HTTP callback that sends real-time data from one application to another the instant a specific event occurs, without polling or manual triggers.
A webhook is an automated HTTP callback that sends real-time data from one application to another the instant a specific event occurs, without requiring scheduled polling or manual action. Also called a “reverse API” or “HTTP push notification,” a webhook inverts the typical API pattern: instead of your system asking another system “do you have new data?”, the other system pushes data to you the moment something happens.
How does a webhook work?
A webhook works by sending an HTTP POST request containing event data to a URL you specify, triggering your receiving system to act on that data immediately. The flow has three parts:
- Registration — you give the sending application a URL (your “webhook endpoint”) to call when an event occurs
- Event — something happens in the source system (new order, form submission, payment received)
- Delivery — the source system sends a JSON payload to your URL; your system receives it and executes the next step
According to Zapier’s 2023 State of Business Automation report, webhook-triggered automations execute up to 10x faster than polling-based approaches, making them the preferred trigger method for time-sensitive workflows.
Platforms like n8n, Make, and Zapier each provide a webhook URL you paste into the source application’s settings panel — no custom code required for standard integrations.
Why do webhooks matter for business automation?
Webhooks matter because they make automation event-driven rather than schedule-driven, eliminating the lag between an event and the response. Without webhooks, automation platforms check for new data every few minutes on a polling interval. With webhooks, the response is instant.
A Stripe payment processed at 2:47 PM can create a CRM contact, send an invoice email, and notify the sales team — all within seconds. Polling-based automation might not catch the event until the next scheduled check, minutes later.
According to HubSpot’s 2024 State of Marketing report, businesses using real-time automation triggered by webhooks see 23% higher customer response rates than those using batch or scheduled automation.
What is the difference between a webhook and an API?
| Webhook | API | |
|---|---|---|
| Direction | Push — source sends data to you | Pull — you request data from source |
| Timing | Instant, event-driven | On-demand, when you request |
| Setup | Register a URL with the source app | Build a request in your automation tool |
| Best for | Real-time triggers (payments, form fills) | Querying data on a schedule or on-demand |
Most automation workflows use both: a webhook to detect that something happened, and API calls to retrieve additional data or update other systems in response.
FAQ
What is a webhook?
An automated HTTP callback that sends real-time data from one app to another when a specific event occurs, with no polling or manual triggers required.
How is a webhook different from an API?
An API requires you to request data. A webhook pushes data to you automatically the moment an event happens.
What are examples of webhooks in business automation?
A payment received in Stripe sends customer data to a CRM. A form submitted in Typeform creates a task in Asana.
Do webhooks require coding?
Not always. Zapier, Make, and n8n accept webhooks through a visual interface. Custom endpoints require basic development work.
Are webhooks secure?
Yes, when configured with a shared secret or HMAC signature to validate that payloads come from a trusted source.