Also known as: Web hook, Callback URL
An automatic notification one system sends to another the moment something happens — for example, an Instagram post getting a new comment, or a Stripe payment coming in.
Webhooks are the counterpart to API calls: instead of a platform having to "poll" regularly to check whether anything is new, the external system sends a notification itself. This makes real-time automations possible.
For agencies, webhooks usually work in the background — you barely notice them, except that things happen "by themselves". Examples: a new DM on Instagram → appears instantly in the unified inbox; a new payment in Stripe → client status update; a new Calendly booking → straight into the calendar.
A client receives a DM on Instagram at 11pm. Meta sends a webhook to Senly. Senly drops the message straight into the unified inbox. The next morning the agency sees it in one list — no digging through 12 platforms.
A set of rules that lets different software applications talk to each other — for example, to pull data from Instagram or publish a post from an external tool.
A central interface where all messages from every social media platform (DMs, comments, mentions, reviews) come together — so an agency no longer has to switch between separate apps to respond.
An open standard that lets a user give an external app access to their social media account without sharing a password — one click exchanges a secure token instead.
A set of rules that lets different software applications talk to each other — for example, to pull data from Instagram or publish a post from an external tool.
A software licensing model where users get online access to software through a monthly or yearly subscription — instead of buying software and installing it locally.
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