Custom Lead Sources

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.

Setup

Create a lead source in Craft

Go to Contact Center AI → 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.

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.

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.

Webhook Reference

Request

Method: POST Content-Type: application/json

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

Parameters

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.

string

The lead’s full name.

string

The lead’s email address.

string

Street address.

string

City.

string

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

string

ZIP or postal code.

string

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

string

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

string

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

string

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

string

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

string

UTM campaign name.

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"
}

Responses

Status	Body	Meaning
`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.

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.

Integration Guides

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.

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).

Add a Webhooks action

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

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)

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.

WordPress

Gravity Forms
WPForms
Contact Form 7

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.

Install Code Snippets

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

Create a new snippet

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

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.

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.

WPForms supports webhooks natively on the Pro plan and above via the Webhooks addon.

Enable the Webhooks addon

In your WordPress dashboard, go to WPForms → Addons, find Webhooks, and click Install Addon. Activate it.

Open your form settings

Go to WPForms → All Forms, hover over the form you want to connect, and click Edit. Navigate to Settings → Webhooks.

Add a new webhook

Toggle webhooks on and click Add New Webhook. Configure:

Request URL: Your Craft webhook URL
Request Method: POST
Request Format: JSON

Map your fields

Under Request Body, add entries to map your form fields to Craft’s field names:

Name	Value
`phone_number`	(your phone field)
`customer_name`	(your name field)
`email`	(your email field)
`notes`	(your message field, if any)

Save and test

Save the form. Submit a test entry and check that the lead appears in Craft under Speed to Lead.

Contact Form 7 doesn’t support webhooks natively. The easiest approach is to use the free CF7 to Webhook plugin.

Install CF7 to Webhook

In WordPress, go to Plugins → Add New, search for CF7 to Webhook, and install and activate it.

Open your form

Go to Contact → Contact Forms and edit the form you want to connect.

Configure the webhook

Navigate to the Webhook tab (added by the plugin). Enter:

Request URL: Your Craft webhook URL
Request Method: POST

Map your fields

The plugin will send all form fields using their field tags as keys. Make sure your CF7 form uses these field names (or update them to match):

CF7 field tag	Maps to
`phone_number`	`phone_number` (required)
`your-name`	sent as-is — rename to `customer_name` in CF7
`your-email`	sent as-is — rename to `email` in CF7
`your-message`	sent as-is — rename to `notes` in CF7

To rename a field tag in CF7, click on the field in the form editor and change the Name value. Use the exact field names above to match Craft’s expected format.

Save and test

Save the form. Submit a test entry and check that the lead appears in Craft under Speed to Lead.

Getting Started

AI Ridealong

Contact Center AI

Integrations

Account & Settings

Custom Lead Sources

Overview

Setup

Webhook Reference

Request

Parameters

Responses

Deduplication

Integration Guides

Zapier

WordPress

​Overview

​Setup

​Webhook Reference

​Request

​Parameters

​Responses

​Deduplication

​Integration Guides

​Zapier

​WordPress

Overview

Setup

Webhook Reference

Request

Parameters

Responses

Deduplication

Integration Guides

Zapier

WordPress