APIs and Webhooks: Connect Any System with HubSpot

If your company uses multiple tools (ERP, billing, ecommerce, WhatsApp Business), you've probably run into the problem of having duplicated, out-of-sync, or outright lost data. The solution is to connect everything through HubSpot's API and Webhooks.

What Is the HubSpot API?

The HubSpot API is a REST interface that allows you to read, create, update, and delete CRM data programmatically. This means you can automate any process you currently do manually.

Some real-world examples:

• Automatically create contacts when someone fills out a form on your website
• Sync deals with your billing system
• Update custom properties from an ERP or internal system
• Send data to HubSpot from mobile applications

Most Used Endpoints

The HubSpot API is organized by CRM objects. The most common ones are:

• Contacts API: /crm/v3/objects/contacts — contact management
• Deals API: /crm/v3/objects/deals — sales pipeline
• Companies API: /crm/v3/objects/companies — companies
• Custom Objects: /crm/v3/objects/{objectType} — custom objects

Example: Create a Contact via API

const response = await fetch(
  'https://api.hubapi.com/crm/v3/objects/contacts',
  {
    method: 'POST',
    headers: {
      'Authorization': 'Bearer YOUR_TOKEN',
      'Content-Type': 'application/json'
    },
    body: JSON.stringify({
      properties: {
        email: 'client@company.com',
        firstname: 'John',
        lastname: 'Smith',
        company: 'Company Inc'
      }
    })
  }
);

What Are Webhooks?

While the API allows you to query data whenever you want, Webhooks work the other way around: HubSpot notifies you when something happens. It's like an automatic notification.

With Webhooks you can react in real time when:

• A contact is created or updated
• A deal changes pipeline stage
• A form is submitted
• An email is opened or clicked

"With Webhooks we reduced lead response time from 4 hours to under 30 seconds. The sales team gets the notification instantly."

Real Use Cases We've Implemented

1. WhatsApp Business + HubSpot

When a customer messages via WhatsApp, a contact is automatically created in HubSpot with the conversation history. The salesperson sees all the context without leaving the CRM.

2. Billing ERP + HubSpot Deals

When a deal is marked as "Won" in HubSpot, an invoice is automatically generated in the ERP and the deal status is updated with the invoice number.

3. Ecommerce + HubSpot

Every purchase on the online store creates a timeline event on the HubSpot contact, enabling segmentation by purchase history and automating remarketing campaigns.

Technical Best Practices

1. Use OAuth instead of API Keys — it's more secure and scalable
2. Respect rate limits — HubSpot allows 100 requests per 10 seconds
3. Implement retry logic — webhooks can fail, have a retry system in place
4. Use batch operations — for bulk operations, use the batch endpoints
5. Log everything — keep logs of every call for debugging

Need a Custom Integration?

At HabSar we specialize in custom HubSpot development. We've integrated dozens of systems with the HubSpot API: ERPs, billing systems, ecommerce platforms, WhatsApp Business and more.