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A webhook is an HTTP endpoint on your server that Meta calls with a JSON payload whenever something happens on WhatsApp — an incoming message, a delivery or read receipt, a template approval or rejection. Unlike the API (where you call Meta), webhooks are Meta calling you. 
Customer sends "Hello"
       ↓
Meta's servers receive it
       ↓
Meta POSTs JSON to your webhook URL
       ↓
Your server receives the payload
       ↓
Your code decides what to do (reply, log, trigger bot, etc.)

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The difference between the API and webhooks

APIWebhook
DirectionYou → MetaMeta → You
UseSend messages, upload mediaReceive messages, status updates
TriggerYou call itMeta calls it when something happens

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What webhooks notify you about

Incoming message from a customer: 
{
  "messages": [{
    "from": "919959623255",
    "type": "text",
    "text": { "body": "Hello" }
  }]
}
Message delivered / read / failed: 
{ "statuses": [{ "status": "delivered" }] }
{ "statuses": [{ "status": "read" }] }
{ "statuses": [{ "status": "failed" }] }

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What your server can do with the data

Your server receives the JSON and can choose to:
  • Show the message on a dashboard
  • Save it to a database (MySQL, Google Sheets, Airtable)
  • Forward it to an automation tool (n8n, Zapier)
  • Trigger an AI bot to generate a reply
  • Send an automatic response back via the API

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Setting up a webhook

You need an HTTPS endpoint at a public URL, e.g. https://yourdomain.com/webhook. Register this URL in Meta’s App Dashboard under WhatsApp → Configuration → Webhook. Meta will verify the endpoint with a GET request before activating it.

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Frequently asked

It’s an HTTPS endpoint on your server that Meta calls with a JSON payload when something happens — a customer sends a message, a delivery status changes, or a template is approved/rejected. You register the URL in the Meta dashboard.
Set up a webhook endpoint. When a customer sends a message, Meta POSTs the message data to your webhook URL. Your server processes the JSON and can trigger a reply via the send-message API.
Meta sends a statuses event to your webhook with "status": "delivered" or "status": "read" when those events occur.
WhatsApp blocked the marketing message because the recipient has already received too many marketing messages — their per-user marketing cap was hit. You cannot override this — wait and try again later, or use a Utility template if the content qualifies.

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Gotchas & common mistakes

  • The webhook does not send messages to the customer’s phone — it only delivers JSON data to your server. Your code must call the Messages API separately to send a reply.
  • Webhook URL must be HTTPS — plain HTTP is not accepted by Meta.
  • Meta sends a verification GET request first — your endpoint must handle the hub.verify_token challenge before Meta activates the webhook.
  • Statuses and messages come in the same webhook — your code needs to check whether the payload contains messages (incoming) or statuses (delivery events).