TL;DR

A webhook is the internet's version of a doorbell. Instead of your app constantly checking 'did something happen?', the source application rings your endpoint the moment it does.

Key Points

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Webhooks are event-driven: they fire immediately when a specified event occurs, rather than requiring your system to repeatedly poll an API for updates.

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A webhook delivers a payload — typically a JSON object — to a URL you configure, containing data about the event that just happened.

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Unlike traditional API calls where your app requests data, webhooks reverse the flow: the source application pushes data to your app proactively.

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Webhook endpoints must be publicly accessible over HTTPS, and incoming payloads should always be verified using a signature or secret token to prevent spoofing.

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Failed webhook deliveries require retry logic: most reliable webhook systems will reattempt delivery with exponential backoff if your endpoint returns an error.

How Webhooks Work

Setting up a webhook involves two steps: registering a URL endpoint on your receiving application, and configuring the source application to send events to that URL. When ShowTrust detects a triggering event — a new testimonial submitted, a review approved, or a request email opened — it assembles a JSON payload containing the relevant data and sends an HTTP POST request to your registered endpoint. Your server receives the payload, processes it according to your business logic (updating a database record, firing a notification, refreshing a cache), and responds with a 200 status code to confirm delivery. The entire cycle happens in milliseconds, making webhooks far more efficient than polling an API every few minutes to check for changes.

Using Webhooks to Automate Your Testimonial Workflow

Webhooks transform a testimonial platform from a passive repository into an active part of your customer feedback loop. A common pattern: when a customer submits a testimonial via ShowTrust, a webhook fires to your CRM, tagging the contact as an advocate and making them eligible for your referral program. Simultaneously, a second webhook fires to your Slack workspace, posting the new testimonial to a #customer-love channel so your whole team sees it. A third webhook can trigger a thank-you email from your email platform, completing the Review Request cycle with a personal touch that encourages ongoing advocacy. Because webhooks use standard HTTP, they work with any backend language and integrate cleanly with automation platforms like Zapier, Make, or n8n — meaning teams without engineering resources can still build sophisticated testimonial automation.

Sources & References

Webhook — Wikipedia ↗

Last updated: June 9, 2026

Related Terms

API Integration

An API integration is the process of connecting two or more software applications through their Application Programming Interfaces (APIs) to share data, automate workflows, and extend functionality — enabling, for example, a CRM to automatically trigger a testimonial request whenever a customer reaches a satisfaction milestone.

Embed Code

Embed code is a snippet of HTML, JavaScript, or iframe markup provided by a third-party service that can be pasted directly into a website's source to display external content or functionality — such as a testimonial widget, video player, or review feed — without requiring a full integration.

Feedback Loop

A feedback loop is a closed cycle in which customer feedback is systematically collected, analyzed, acted upon to improve the product or service, and then communicated back to customers. A closed feedback loop signals to customers that their input is valued and acted on — a powerful driver of loyalty and advocacy.

Review Request

A review request is a deliberate, personalized outreach to a customer asking them to share their experience through a review, rating, or testimonial. It is the primary mechanism businesses use to convert satisfied but silent customers into visible social proof.

White Label

White label refers to a product or service produced by one company that other businesses can rebrand and resell as their own — presenting it to their customers under their own name, logo, and domain — without any visible attribution to the original creator.

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