Glossary
Business-event trigger
A business-event trigger is a link between an event in a company's own systems — a deal changing stage, an invoice failing, a form email arriving — and an action taken by a voice platform, such as placing a call. It differs from a call-lifecycle webhook, which runs the other way and merely reports that a call already placed has started or ended. The distinction matters because only the first kind can start a conversation.
Most voice-AI platforms ship only call-lifecycle webhooks, so a business event has to reach them via an automation tool such as Zapier, Make or n8n. That middle layer is usually where polling delay and maintenance cost appear.
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