How to Set Up Post-Call Webhooks for CRM Automation

How to Set Up Post-Call Webhooks for CRM Automation

Every AI voiceAI voiceAn artificially generated, natural-sounding voice produced by a TTS model. Thoughtly supports a library of AI voices and brand-specific cloning.Read full definition → agent call generates valuable data: what the prospect said, whether they qualified, what appointment they booked, what objections they raised. The question is whether that data reaches your CRMCRMThe system of record for leads, contacts, deals, and activity. Thoughtly reads from and writes to your CRM continuously.Read full definition → in seconds or sits stranded until someone manually exports it.

Post-call webhooks solve this by pushing structured call outcomes to your CRM, data warehouse, or downstream systems the moment a conversation ends. No polling, no batch imports, no stale pipeline data.

This guide walks through setting up post-call webhooks in Thoughtly using the On Call Completed automation trigger and the Send Webhook step. You will learn how to configure the trigger, shape the payload, secure the endpoint, and handle errors—with real patterns for HubSpot, Salesforce, and GoHighLevel.

What you'll need

• A Thoughtly account with at least one active voice agent that has completed test calls
• A receiving endpoint (your CRM's webhook URL, a middleware like Zapier or Make, or a custom server)
• Basic familiarity with JSON payloads and HTTP headers
• Access to Thoughtly's Automations panel (Tools → Automations)
• If using a custom endpoint: the ability to accept POST requests and return a 200 response within a few seconds

Create a post-call automation with On Call Completed

Open Tools → Automations in the Thoughtly dashboard and create a new automation. When prompted to select a trigger, choose Thoughtly → On Call Completed.

This trigger fires after every call ends for the agents you select. You have two scope options:

• Specific Agents — select one or more agents from the dropdown. The automation triggers only when calls complete for those agents. Output variables are generated based on the structure of the first selected agent.
• All Agents — fires whenever any current or future agent completes a call. Use this for organization-wide CRM sync, compliance logging, or universal post-call workflows.

For most CRM webhook setups, start with Specific Agents so you can tailor the payload to that agent's variableVariableA named value the voice agent stores during a conversation — caller name, intent, qualifying answers — and uses to drive routing and post-call actions.Read full definition → structure. Expand to All Agents once your webhook receiver handles variable payloads gracefully.

Inspect the trigger output and map your fields

After selecting the trigger, click the Output tab. If you have completed calls for the selected agent, click Refresh to load a real payload sample. If no calls exist, Thoughtly generates a mock response.

The On Call Completed trigger provides rich call data including:

• Call duration, timestamps, and outcome
• Full transcript as a structured array (each entry includes the spoken text, speaker identity, timestamp, and node ID)
• Variables captured during the call (qualification answers, contact details, appointment times)
• Action flags from mid-call integrations
• Transfer and voicemail detection status

The transcriptTranscriptThe text record of a voice conversation, used for review, training, compliance audit, and search.Read full definition → structure is especially useful. Each entry is an object, not a flat string:

[
  {
    "transcript": "Hi, I'm calling about the home insurance quote I requested.",
    "speaker": "user",
    "createdAt": "2026-06-12T14:22:05.330Z"
  },
  {
    "transcript": "I'd be happy to help with that. Can I confirm your zip code?",
    "speaker": "ai",
    "createdAt": "2026-06-12T14:22:12.120Z",
    "step": 2,
    "node_id": "node_qualify_zip"
  }
]

Copy the field paths you need for your CRM. Common mappings include:

Add a Send Webhook step

Click Next Step on the trigger node and add a Send Webhook step under the Webhook and Utility category.

Configure these fields:

1. URL — the endpoint where your CRM or middleware accepts POST requests. For example, a HubSpot workflow webhook URL, a Salesforce Apex REST endpoint, or a Zapier catch hook.
2. Headers — include authentication. At minimum, send an X-API-Token or Authorization header so your receiver can verify the request is legitimate.
3. Body — build the JSON payload using the data picker (lightning icon). Click fields from the trigger output to insert them dynamically.

A typical webhook body for an insurance lead CRM update looks like this:

{
  "event_type": "call_completed",
  "event_id": "{{ trigger.payload.call_id }}",
  "phone": "{{ trigger.payload.contact.phone }}",
  "outcome": "{{ trigger.payload.outcome }}",
  "duration_seconds": {{ trigger.payload.duration }},
  "intent": "{{ trigger.payload.variables.intent }}",
  "zip_code": "{{ trigger.payload.variables.zip_code }}",
  "policy_type": "{{ trigger.payload.variables.policy_type }}",
  "qualified": {{ trigger.payload.variables.qualified }},
  "transcript_summary": "{{ steps.ai_summary.result }}",
  "timestamp": "{{ trigger.payload.completed_at }}"
}

Add an AI summary step before the webhook (optional but recommended)

Raw transcripts are long. Most CRM fields have character limits, and sales reps skim. Insert an AI step between the trigger and the Send Webhook to generate a concise call summary.

Add an AI → Custom Prompt step before Send Webhook. Configure it with:

• Input: {{ trigger.payload.transcript }} (the full structured transcript)
• Prompt: something like "Summarize this sales call in 3–4 sentences. Include the prospect's intent, key qualification answers, next steps agreed, and any objections raised. Do not include pleasantries or filler."

The output of this step becomes available as a variable you can include in the webhook body. Map it as the transcript summary field in your CRM instead of dumping the raw transcript.

Add conditional logic for qualified vs. unqualified leads

Not every call should trigger the same CRM action. A qualified insurance lead needs a different pipeline update than a hang-up or wrong number.

Insert a Conditions → If/Else step after the AI summary:

• If trigger.payload.variables.qualified equals true → route to a Send Webhook step that creates or updates a deal/opportunity in your CRM
• Else → route to a different webhook that logs the call as a note on the existing contact record without creating a new deal

For more granular routing, use a Switch step. Common branches for consumer lead funnels:

Secure your webhook endpoint

An open webhook URL is an invitation for junk data in your CRM. Lock it down:

1. Shared secret in headers — generate a random API key and include it as an X-API-Token header in the Send Webhook step. Your receiver checks this header and rejects requests without it.
2. IP allowlisting — if your endpoint supports it, restrict inbound traffic to Thoughtly's egress IP ranges. Contact Thoughtly support for current ranges.
3. HTTPS only — never send call data over plain HTTP. Transcripts contain prospect PII.
4. Idempotency keys — use the event_id (call ID) to deduplicate. If your receiver sees the same event_id twice, skip the duplicate.

In Thoughtly, you can also enable webhook verification under Settings → Developer. Generate an API key there and send it in the request header for an additional verification layer.

Test in Draft mode before going live

Thoughtly automations start in Draft mode, which means they will not execute on real events until you activate them.

1. Run a test call with the selected agent (use an internal number).
2. Return to the automation and click Refresh on the trigger's Output tab to pull the latest call data.
3. Walk through each step and verify the data mapping. Check that the webhook body preview shows the correct field values.
4. Use the Draft run to fire a test webhook. Confirm your endpoint receives the payload and responds with 200.
5. Check your CRM: did the contact update, deal create, or note appear correctly?
6. Once validated, click Activate to switch the automation to Live mode.

CRM-specific webhook patterns

HubSpot

Thoughtly's native HubSpot integration supports direct contact creation and updates without webhooks. But if you need to push call data into custom HubSpot workflows or objects, use the Send Webhook step to hit HubSpot's WorkflowWorkflowAn automated, multi-step process — usually triggered by an event (form fill, new lead) and orchestrating one or more voice / SMS / email actions.Read full definition → webhook URL or the Contacts API.

Common pattern: On Call Completed → AI Summary → If/Else (qualified?) → Send Webhook to HubSpot's Update Contact endpoint with call notes, outcome, and deal stage. Alternatively, use Thoughtly's built-in HubSpot steps (Create Contact, Update Contact, Search Contact) directly in the automation instead of a raw webhook.

Salesforce

For Salesforce, you can either use Thoughtly's native Salesforce steps (Execute SOQL Query, Create Object, Update Object) or send webhooks to a custom Apex REST endpoint or a Salesforce Flow webhook trigger.

A typical pattern for insurance or mortgage leads: On Call Completed → AI Extract Fields (pull structured data from transcript) → Conditions (qualified lead vs. not) → Salesforce Create Object (Task with call summary) or Send Webhook to a Salesforce-connected middleware.

GoHighLevel

GoHighLevel users can use Thoughtly's native GHL integration (Create Contact, Update Contact, Create Note) or push data via webhook to a GHL workflow trigger. The webhook approach is useful when you need GHL's internal automation engine to continue the sequence—for example, moving a contact to a new pipeline stage and triggering a follow-up SMS drip.

Common mistakes

• Sending the raw transcript instead of a summary. CRM note fields have character limits. A 15-minute call transcript can exceed 10,000 characters. Use the AI Custom Prompt step to generate a concise summary first.
• Forgetting to activate the automation. Draft automations never execute, even when trigger events occur. This is the most common reason post-call data stops flowing after testing.
• No error handling for webhook failures. If your endpoint returns a 500, the call data is lost unless you build a fallback. Add an If/Else after the webhook step that checks the response status and routes failures to a Slack notification or backup logging step.
• Using the legacy post-call webhook instead of On Call Completed. The legacy Developer page webhooks lack conditional logic, AI steps, and multi-step capabilities. Migrate to Automations for new setups.
• Mapping fields that do not exist in the trigger output. Always click Refresh on the Output tab after a real test call. Do not map fields you have not seen in a sample payload—you will get null values in production.
• Skipping idempotency. Thoughtly retries on 429 responses, and network issues can cause duplicate deliveries. Without deduplication on your receiver, you will create duplicate CRM records.

Measuring success

Track these metrics to confirm your post-call webhooks are working and delivering value:

If your webhook delivery rate drops below 99%, check your endpoint's response time (should be under 5 seconds) and error logs. Thoughtly retries on 429 but does not retry on 400 or 500 errors, so those represent permanent data loss unless you build a fallback.

Frequently asked questions

Can I send post-call data to multiple endpoints?

Yes. Add multiple Send Webhook steps in the same automation, each pointing to a different URL. For example, one webhook to your CRM, another to your data warehouse, and a third to a Slack channel via an incoming webhook URL. Each step runs sequentially in the automation flow.

What happens if my webhook endpoint is down?

If your endpoint returns a non-200 response, the Send Webhook step fails. Thoughtly automatically retries once on 429 (rate limit) responses, respecting the Retry-After header. For 400 or 500 errors, there is no automatic retry. Build a fallback branch in your automation: route failures to a Slack notification, a logging spreadsheet, or a backup endpoint so you can replay the data manually.

Should I use the On Call Completed trigger or the Webhook API subscription?

Use On Call Completed for new setups. The Webhook API subscriptions (POST /webhooks/subscribe) are a lower-level interface from the Developer page. On Call Completed gives you conditional logic, AI processing steps, multi-CRM routing, and error handling—all in a visual automation builder. The API subscriptions are useful when you need raw event streaming to an infrastructure-level consumer, but most CRM integrations benefit from the automation approach.

Can I filter which calls trigger the webhook?

Yes. Use the Specific Agents scope on the trigger to limit which agents fire the automation. Then add Conditions steps to filter by outcome, duration, or any captured variable. For example: only send a webhook for calls longer than 60 seconds where the outcome is "qualified."

Do I need webhooks if Thoughtly has a native CRM integration?

Not always. Thoughtly has native automation steps for HubSpot, Salesforce, GoHighLevel, Keap, Zoho CRM, and Pipedrive that can create contacts, update records, and add notes directly. Use those native steps when they cover your use case. Use Send Webhook when you need to push data to a system Thoughtly does not have a native integration for, or when your CRM workflow requires a webhook trigger to continue an internal automation sequence.

Sources and further reading

Thoughtly Automations documentation — full reference for triggers, steps, and automation patterns.

Thoughtly Automation Triggers — On Call Completed, Incoming Webhook, and integration triggers.

Thoughtly Automation Actions and Steps — Send Webhook, AI, Conditions, CRM steps, and more.

Attributes vs Metadata in Thoughtly — understanding data persistence for contacts and calls.

Thoughtly Integrations — 200+ native integrations including Salesforce, HubSpot, and GoHighLevel.

How to Sync AI Conversations Back to HubSpot — step-by-step HubSpot sync guide on the Thoughtly blog.

How to Sync AI Conversations Back to Salesforce — step-by-step Salesforce sync guide on the Thoughtly blog.