Integrations: automations, events and follow-up webhooks

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Conversa Labs

Last updated on Jul 19, 2026

Overview

Follow-ups do not live in isolation: they connect natively to the rest of the platform. A cadence can be enrolled, paused, resumed, skipped or canceled by an Automation rule, by a Macro an agent runs in a conversation, or by a Flow Builder node. As the cadence advances, the platform emits events that trigger other automations and are delivered to your integration webhooks. And, when the Maestro is active, it can read and operate follow-ups through dedicated tools.

In short: a follow-up is at once an action (something other rules execute) and a source of events (something other rules and systems react to).

Prerequisites

The Follow-ups module available on the account (the follow_ups capability enabled).
To enroll/operate via automation, macro or flow: the Automation/Flow module available.
To notify external systems: a webhook endpoint configured on the account, already subscribing to the desired events.
For the AI tools: the Maestro active on the account.

Step by step

Create an automation rule (or edit an existing one).
Set the rule's trigger event (for example, a charge that became overdue or a deal that stalled).
Under actions, choose Enroll in follow-up (enroll_in_follow_up) and select the sequence.
Optionally, add conditions on follow_up_status to act only on contacts who already are (or are not yet) in a cadence.
Save and activate the rule. From then on, each time the event occurs, the action runs automatically.

Settings & options

The five follow-up actions (automation, macro and flow)

The same five actions are available in Automation, Macros and the Flow Builder, and they execute identically in all three places:

Action	What it does
`enroll_in_follow_up`	Enrolls the target (contact/conversation) in a sequence.
`cancel_follow_up`	Cancels the active enrollment.
`pause_follow_up`	Pauses the enrollment (no further steps are sent).
`resume_follow_up`	Resumes a paused enrollment.
`skip_follow_up_step`	Skips the current step and moves to the next.

These actions are added to the action set the automation already had — no existing rule is affected by them.

The three condition fields

In a rule triggered by a follow-up event, you can condition on these fields:

Field	What it is for
`follow_up_status`	The enrollment state (active, paused, completed, exited, failed).
`follow_up_sequence_id`	The specific sequence the contact is enrolled in.
`follow_up_enrolled_via`	How the contact was enrolled (manual, automation, event, inactivity, AI, API).

Events and webhooks

As the cadence runs, the platform emits events that serve both to trigger automations and to feed the account's webhooks:

Event	When it fires
`follow_up_enrollment.created`	An enrollment was created.
`follow_up_enrollment.paused`	The enrollment was paused.
`follow_up_enrollment.resumed`	The enrollment was resumed.
`follow_up_enrollment.exited`	The enrollment exited on an exit rule (e.g., the contact replied).
`follow_up_enrollment.completed`	The enrollment reached the end of the sequence.
`follow_up_enrollment.failed`	The enrollment failed.
`follow_up_step.sent`	A step was sent.
`follow_up_step.replied`	The contact replied to a step.
`follow_up_step.skipped`	A step was skipped.
`follow_up_step.failed`	A step failed to send.

The payloads of these webhooks carry the minimum personal data (account, enrollment, sequence and step identifiers, plus the state) — they are meant to sync dashboards and systems, not to carry the message content. When an AI step is awaiting human approval, there is also an internal pending-draft notification.

Maestro follow-up tools

With the Maestro active, the assistant can read and operate follow-ups through dedicated tools, always with a user token and respecting the enabled capability and permissions:

List sequences and enrollments.
Enroll a contact in a sequence.
Pause and resume an enrollment.
Skip the current step.
Approve an AI draft (HITL).
Cancel an enrollment.

Use cases

Deal won in the CRM → an automation runs cancel_follow_up to end any active cadence for that contact (no one wants to be dunned after closing).
Overdue charge → an automation runs enroll_in_follow_up into the "Dunning" sequence.
Integrator dashboards → an external system subscribes to follow_up_enrollment.* and follow_up_step.* via webhook and builds its own near-real-time reports.

Tips, limits & best practices

Pair follow-up actions with the right event: cancel_follow_up on conversion events, and enroll_in_follow_up on risk events (overdue charge, stalled deal, no-show booking).
Use follow_up_status as a condition to avoid enrolling twice or acting on contacts who already exited.
Treat webhooks as state-only: the message content does not come in the payload.
The same action runs identically in automation, macro and flow — choose the entry point by the journey, not by capability.

Troubleshooting

The action did not fire: confirm the rule is active, that the trigger event actually occurred, and that the conditions (including follow_up_status) match; also check that the follow-ups capability is enabled on the account.
The webhook did not arrive: check that the endpoint is configured and reachable, and that the follow-up events are actually subscribed on that webhook.
A Maestro tool was denied: verify the capability is enabled, the user token is valid, and the user has permission to operate follow-ups.