What is the role of webhooks in Braze?

Webhooks play a crucial role in extending the capabilities of Braze by enabling integration with third-party systems. When an event occurs within Braze, a webhook can send real-time data to an external URL, allowing for seamless communication between Braze and another application. This facilitates a variety of functions such as CRM updates, email notifications, or any custom logic that might need to occur outside of Braze’s native environment.

By using webhooks, marketers can automate workflows that involve multiple platforms, ensuring that user data and engagement activities are synchronized across tools. For instance, when a user takes a specific action in an app, Braze can send that data via a webhook to a service that handles customer service or analytics, fostering a more interconnected ecosystem.

The other options, while beneficial aspects of user engagement and management, do not accurately describe the unique function of webhooks. For example, creating new user profiles and segmenting users into groups are tasks typically managed within the Braze platform itself rather than through external web connections. Similarly, while Braze does offer SDKs for developers, this function does not relate to the communication role that webhooks serve. Thus, the ability of webhooks to facilitate interaction with third-party systems stands out as their primary and specific function