API and webhooks to connect every channel to your CRM
Send SMS, WhatsApp, RCS, voice calls and AI calls from your CRM with one API, and get every delivery, read, click, reply and call outcome back by webhook. One MsgClub account, one API key style, one place for events.
- REST API over HTTPS, plus SMPP
- Webhooks for every channel
- Works with any CRM
- Zapier, Google Sheets and plugins
What is CRM integration with a messaging API?
CRM integration with a messaging API means your CRM or app sends messages and calls automatically through an API request, and receives the results back through webhooks. Each delivery, read, click, reply, keypress or completed call is posted to your system as it happens, so the customer record stays up to date without manual entry.
- Channels
- SMS, WhatsApp, RCS, voice broadcast, IVR, missed call, AI Voice
- API style
- REST over HTTPS; SMPP for high-volume SMS
- Auth
- Account API key, used from your server
- Events
- Sent, delivered, failed, read, clicked, received, call completed, missed, keypress
- No-code
- Zapier, Google Sheets, sheet upload, plugins
- Works with
- Any CRM or app that can call an API or receive a webhook
Updated
How does MsgClub connect to your CRM?
Two directions, one account. Your system calls the API to send; MsgClub calls your webhook to report back.
What does your CRM see after integration?
Every touchpoint lands on the customer's timeline, whichever channel it came from. Sales sees that Priya read the brochure and told the AI agent she wants a site visit. Support sees the missed call and the callback. Nobody copies anything from a separate dashboard.
- Message status: sent, delivered, failed, read, clicked
- Inbound replies on WhatsApp, SMS and RCS
- Call outcomes with duration and recording links
- IVR keypresses and missed calls as they happen
Which webhook events can you receive?
The same event names are used on every channel, so one handler in your CRM can process them all.
| Event | Channels | When it fires | Key fields |
|---|---|---|---|
message.sent | SMS, WhatsApp, RCS | The message is accepted and handed to the operator or Meta | message ID, to, channel, your reference |
message.delivered | SMS, WhatsApp, RCS | The handset confirms delivery | message ID, to, status, time |
message.failed | SMS, WhatsApp, RCS | Delivery fails or is rejected | message ID, to, error reason |
message.read | WhatsApp, RCS | The recipient opens the message, where read receipts are available | message ID, to, time |
message.clicked | SMS, WhatsApp, RCS | A tracked short link or button is tapped | message ID, to, link or button |
message.received | WhatsApp, SMS (long code), RCS | The customer replies or writes in | from, text or media, channel |
call.completed | Voice broadcast, IVR, AI Voice | A call ends | call ID, to or from, status, duration, keypress or outcome, recording link |
call.missed | Missed call, IVR | A missed call arrives, or an IVR call is not answered | from, number dialled, time |
ivr.input | IVR, voice broadcast | The caller presses a key | call ID, from, menu, digits |
Event availability depends on the channel and your account setup. Exact field names are in the API docs, shared when you get API access.
What does an API request and a webhook look like?
Your backend sends one request per message or call, with your own reference so you can match the result later. MsgClub posts each event back to your webhook address with that reference.
For a live example you can try today, the SMS endpoint and response codes are on the developer docs page.
POST {API_BASE_URL}/messages
Authorization: Bearer YOUR_API_KEY
Content-Type: application/json
{
"channel": "whatsapp",
"to": "+9198XXXXX210",
"template": "site_visit_brochure",
"params": { "name": "Priya", "project": "Vijay Nagar" },
"ref": "lead_4471",
"webhook_url": "https://your-crm.example.com/msgclub"
}POST https://your-crm.example.com/msgclub
Content-Type: application/json
{
"event": "message.read",
"event_id": "evt_9b27d4",
"channel": "whatsapp",
"message_id": "m_51f0c8",
"to": "+9198XXXXX210",
"ref": "lead_4471",
"timestamp": 1763097240
}Illustrative example. Exact endpoints and field names are in the API docs, shared when you get API access.
API guides for each channel
Each guide covers what the channel's API does, the events it sends and an example payload.
What can you automate across channels?
Reply in under a minute
A web form creates a lead; your CRM sends a WhatsApp brochure and an SMS fallback, and an AI agent calls if the message is not read within an hour.
Confirm, ship, deliver
Order events trigger SMS or RCS updates; a COD order gets an AI confirmation call, and the outcome decides whether the parcel ships.
Remind before the due date
Your loan or billing system sends reminders on WhatsApp, then a voice or AI call; promised payment dates come back to the account.
Know the caller
An IVR keypress opens the customer record for the agent, and the completed call is logged with its recording.
Missed call to lead
A missed call on your campaign number creates a lead, sends an SMS with a link, and records which ad it came from.
Replies in one inbox
Customer replies on WhatsApp reach your helpdesk as tickets through the message.received event.
Can you integrate without writing code?
Yes. Not every team has a developer free, so MsgClub also connects through tools you already use.
- Zapier: trigger SMS from form fills, payments or CRM stages in many apps, without code.
- Google Sheets: send personalised messages straight from a spreadsheet.
- Sheet upload: upload a CSV or Excel file in the panel and download results.
- Plugins: send from the accounting, commerce and chat tools listed alongside.
Plugins and add-ons
CRMs teams connect
Any CRM that can call an API or receive a webhook. Teams connect Salesforce, Zoho CRM, HubSpot, LeadSquared, Freshsales and in-house CRMs through those tools' own webhook and API features, a middleware layer or Zapier. These are examples of systems you can connect, not native MsgClub apps.
How do you keep the integration secure?
- HTTPS only. Send API requests and receive webhooks over HTTPS.
- Keep keys server-side. Never put the API key in website JavaScript, a mobile app or a shared sheet.
- Verify the source. Use a hard-to-guess webhook URL or the verification method in the API docs, and reject requests that fail it.
- Send only what you need. Pass a reference ID instead of full customer records.
What are webhook best practices?
- Respond 2xx quickly. Acknowledge first, then process in a background job.
- Be idempotent. Store each
event_idand skip repeats, because retries can deliver an event twice. - Expect any order. A read can arrive before a delivered; keep the most advanced status.
- Log and alert. Keep raw payloads for a few days and alert on repeated failures.
How do you set up the integration?
- Get API accessCreate an account, then ask for your API key and docs.
- Store the key safelyIn your server's environment or secrets store.
- Send a testOne SMS or WhatsApp to your own number.
- Add a webhookAn HTTPS URL that accepts JSON POSTs.
- Map events to fieldsMatch by phone number or your reference ID.
- Go liveHandle retries and duplicates, then switch on.
Channel costs are explained on the pricing page. For help planning an integration, talk to our team.
Frequently asked questions
Does MsgClub provide an API and webhooks for CRM integration?
Yes. Every MsgClub channel, including SMS, WhatsApp, RCS, voice broadcast, IVR, missed call and AI Voice, can be used through an API, and results come back to your CRM through webhooks for deliveries, reads, clicks, replies and calls. For AI calls, see the AI Voice API and AI Voice features.
Which CRMs can I connect to MsgClub?
Any CRM or app that can call a REST API or receive a webhook, including in-house systems. Teams connect tools such as Salesforce, Zoho CRM, HubSpot, LeadSquared or Freshsales through their own webhook and API features, middleware or Zapier. MsgClub does not claim native one-click apps for these CRMs.
Do I need separate API keys for each channel?
No. One MsgClub account gives you API access across the channels enabled on it, so the same backend can send SMS, WhatsApp and voice messages and receive all their events at one webhook address, or at separate addresses if you prefer.
Can I integrate without a developer?
Yes. Use Zapier to connect MsgClub with many apps without code, send messages from Google Sheets, or upload a contact sheet in the panel. Plugins are available for Tally, BUSY, Marg, Focus ERP, WHMCS and Magento, among others.
What is a webhook?
A webhook is an HTTPS request that MsgClub sends to a URL you choose whenever something happens, such as a message being delivered or a call ending. Your system receives the event at once instead of checking for updates repeatedly.
How do I keep my API key safe?
Keep the API key on your server only, send requests over HTTPS, and never put the key in a website's JavaScript, a mobile app or a shared spreadsheet. If a key is exposed, ask support to replace it and update your server.
Is there an SMPP option for high volumes?
Yes. For high-volume SMS, MsgClub supports SMPP in addition to the REST API. Most CRM integrations use the REST API and webhooks, while SMPP suits aggregators and systems that already speak SMPP.
Where do I find the full API documentation?
The public SMS endpoint and samples are on the developer docs page. Full documentation for every channel, with exact endpoints and field names, is shared when you get API access from our team.
Related products
Use them together from the same MsgClub account, with one API and shared reports.
Start sending in minutes
Create a free account to test the panel and API, or talk to our team about volumes, DLT setup and CRM integration.