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Overview

A Custom Webhook lets any external system send leads directly to Craft. Once a lead comes in, Craft creates a conversation and the AI messaging agent immediately reaches out via SMS — no manual steps required.

Use this if your lead source isn’t covered by a native integration. Common examples: a contact form on your website, a CRM, a landing page builder, or any tool that can make an HTTP request.

The only required field is phone_number. Everything else is optional — send whatever your lead source has available.

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Setup

1

Create a lead source in Craft

Go to Contact Center → Speed to Lead and click Add under Custom Lead Sources. Give it a descriptive name (e.g., “Website Contact Form”, “WPForms”, “Zapier”).

Craft will generate a unique webhook URL for this source.

2

Copy your webhook URL

Click on the lead source to open its detail page. Copy the webhook URL — it looks like this:

https://data.craftflow.co/api/messaging-agent/webhook/{your-token}/

Keep this URL private. Anyone with the URL can submit leads to your account.

3

Configure your external system

Add the webhook URL to whatever system is generating your leads. See the integration guides below for step-by-step instructions for Zapier and common WordPress form plugins.

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Webhook Reference

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Request

Method: POST Content-Type: application/json

POST https://data.craftflow.co/api/messaging-agent/webhook/{your-token}/

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Parameters

phone_number
string
required

The lead’s phone number. This is the only required field — Craft uses it to initiate SMS outreach.

Accepts most common formats: +15551234567, (555) 123-4567, 555-123-4567.

customer_name
string

The lead’s full name.

email
string

The lead’s email address.

address
string

Street address.

city
string

City.

state
string

State code (e.g., TX, CA).

zip
string

ZIP or postal code.

notes
string

Any additional context about the lead — their message, the service they’re interested in, etc.

service_type
string

The type of service the lead is requesting (e.g., HVAC, Plumbing, Flooring).

page_url
string

The URL of the page the lead submitted from. Useful for tracking which landing pages are generating leads.

utm_source
string

UTM source parameter (e.g., google, facebook).

utm_medium
string

UTM medium parameter (e.g., cpc, email).

utm_campaign
string

UTM campaign name.

custom_fields
object

Any additional key-value pairs you want to attach to the lead. These are stored alongside the conversation and visible in Craft.

"custom_fields": {
  "budget": "$500-1000",
  "preferred_time": "morning"
}

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Responses

StatusBodyMeaning
200{"received": true}Lead received and queued for processing
400{"error": "phone_number is required"}Request body is missing a phone number
404{"error": "Not found"}Webhook token is invalid or the lead source has been deleted

Craft returns 200 even if an internal error occurs during processing — this prevents your external system from retrying and sending duplicate leads. If a lead doesn’t appear in Craft, contact support.

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Deduplication

If the same phone number submits a lead more than once within 15 minutes, Craft will return the existing conversation instead of creating a duplicate.

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Integration Guides

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Zapier

Zapier lets you connect almost any lead source to Craft without writing code. Set up a Zap with your lead source as the trigger and Craft’s webhook as the action.

1

Create a new Zap

In Zapier, click Create → Zap. Choose whatever system your leads come from as the trigger (e.g., Facebook Lead Ads, Google Ads, Typeform, Jotform).

2

Add a Webhooks action

For the action step, search for Webhooks by Zapier and select Custom Request.

3

Configure the request

  • Method: POST
  • URL: Your Craft webhook URL
  • Data Pass-Through: False
  • Data: Map your trigger fields to Craft’s field names
phone_number  →  (phone field from your trigger)
customer_name →  (name field from your trigger)
email         →  (email field from your trigger)
4

Test and activate

Use Zapier’s test step to send a sample lead and confirm it appears in Craft under Speed to Lead. Then turn the Zap on.

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WordPress

The easiest way to connect Gravity Forms to Craft is with a small PHP snippet using the free Code Snippets plugin. This works on any Gravity Forms plan — no paid add-ons required.

1

Install Code Snippets

In WordPress, go to Plugins → Add New, search for Code Snippets, and install and activate it.

2

Create a new snippet

Go to Snippets → Add New. Give it a name like “Send Gravity Forms leads to Craft”.

3

Add the code

Paste the following into the code editor. Replace the field IDs with the actual IDs from your Gravity Forms form (visible in the Form Editor by hovering over each field), and replace YOUR_TOKEN with your Craft webhook token.

add_action( 'gform_after_submission', function( $entry, $form ) {
    $payload = array(
        'phone_number'  => rgar( $entry, '3' ),  // replace with your phone field ID
        'customer_name' => rgar( $entry, '1' ),  // replace with your name field ID
        'email'         => rgar( $entry, '2' ),  // replace with your email field ID
        'notes'         => rgar( $entry, '4' ),  // replace with your message field ID
        'page_url'      => rgar( $entry, 'source_url' ),
    );

    wp_remote_post(
        'https://data.craftflow.co/api/messaging-agent/webhook/YOUR_TOKEN/',
        array(
            'headers' => array( 'Content-Type' => 'application/json' ),
            'body'    => wp_json_encode( $payload ),
        )
    );
}, 10, 2 );

To find a field’s ID in Gravity Forms, open your form in the editor and click on a field — the ID is shown in the right panel under Field Settings. It’s just a number like 1, 2, 3.

4

Activate and test

Set the snippet to run everywhere and click Save Changes & Activate. Submit a test entry from your form and confirm the lead appears in Craft under Speed to Lead.