Leads
Contacts delivered to Volume Reach by an outside system — your CRM, a landing page, or an ad platform — so the AI can call them within seconds of arrival.
Overview
A lead is a contact that arrived from somewhere else and needs working immediately. It lands through the inbound leads webhook or one of the integrations, the speed-to-lead trigger fires, and the AI agent calls while the person is still paying attention.
That arrival path is what separates leads from the neighbouring concepts:
| Concept | Where it comes from | What it is for |
|---|---|---|
| Leads | Pushed in by an outside system, one at a time | Speed-to-lead: call fast, qualify, route |
| Contacts | Imported by you, usually in bulk | Campaigns and list work |
| Opportunities | Promoted from a call outcome | Pipeline of people worth following up |
The same person can be all three over time. A lead arrives, the AI qualifies them, and they become an opportunity you work to close.
Where leads come from
- Inbound leads webhook —
POST /api/v1/leads/inbound, the primary path. Any system that can send an HTTP request can deliver a lead. - Integration guides — prebuilt paths for GoHighLevel, HubSpot, Zapier, and raw HTTP.
- Facebook Lead Ads — via the Zapier guide.
What happens on arrival
- The webhook lands and the lead is created, deduplicated on your external lead ID.
- The lead becomes a contact right away — with the address and any
tagsthe payload carried — and, if the lead source's key has a landing stage, it is placed on that pipeline (Lead Sources → Where should these leads land?). - If the key's Call these leads automatically? is Yes (the default for most sources), the Lead Arrived trigger fires and the AI agent calls, follows your script, and records an outcome. If it is No, the lead is saved and listed under Leads → Not called yet with the reason.
- Any Automation whose trigger matches — A new lead arrives, Tag added, or Moved to a stage — runs.
- The outcome, recording, and transcript are written back to the lead; qualified leads raise a dashboard toast and appear in your bell badge.
Consent still applies
A lead arriving through the webhook is not by itself proof of consent. AI voice calls require prior express written consent under the TCPA, so the form or ad that produced the lead needs to carry the consent language, and you need to keep the record. The Lead Detail page shows the consent evidence captured with each lead. See TCPA overview and our Acceptable Use Policy.
Next steps
- Lead Detail Page — triage one lead: timeline, transcript, consent panel, custom fields.
- Inbound Leads Webhook — the API contract and payload shape.
- Speed-to-Lead Trigger — configure what happens the moment a lead lands.