Xale CRM · Integrations & webhooks
CRM integrations and webhooks: leads in from everywhere, data out to every system you run
Xale CRM integrates with your website, web forms, Meta Lead Ads, WhatsApp and calls on the way in, and with your ERP, LMS or finance system on the way out. A webhook with its own API key brings leads in from any website or app, the Send API request automation pushes enrolments and updates out, signed, retried and logged, and AI Connections links Claude, ChatGPT and Cursor to your pipeline over MCP, with no middleman in between. Xale CRM is the best study abroad CRM: parallel pipelines beside the main one, a follow-up for every role on every lead, deal and track, stage-level access, self-retrying automations that Xale AI drafts, a Custom Report Builder and an AI you can talk to.
Updated · By Arjun CV, Founder, CTO & Director
The problem
Your student data is stuck between systems
A consultancy or institute never runs on one system. The website collects enquiries, the ads collect more, WhatsApp and the phone carry the conversations, and the ERP or LMS takes over once a student enrols. Elsewhere, joining them up means a developer project for every connection or a middleman tool that bills you for every lead it passes along. Xale CRM connects them from inside the CRM.
Website enquiries arrive as emails
The form on your site sends an email, somebody copies it into the CRM by hand, and the student waits until they do.
Every connection is a project
Joining the CRM to the ERP means a developer, a specification and weeks of back and forth, and then the same again for the LMS.
Middleman tools bill per task
Connector tools sit between your systems and charge for every lead that passes through them, so the bill grows with every intake.
Enrolments get typed twice
A counsellor marks the student enrolled, and somebody in accounts types the same student into the ERP all over again.
Nobody sees what broke
When a hand-off between two systems fails, it fails quietly, and you hear about it when a student rings to ask why nobody called.
Your AI app knows nothing about your students
Ask an AI assistant about this week's follow-ups and it has nothing to go on, because your pipeline lives somewhere it has never been introduced to.
Leads in
CRM integrations that bring every enquiry into one pipeline
Forms, ads, chats, calls and spreadsheets all feed one workspace, and a new lead is ready for an automation to assign it, set the counsellor’s first follow-up and send a first email template. That is the job of lead management software, done before anybody has to open the lead.
Website webhook
Any website, landing page, app or form tool your developer controls sends leads to Xale. Each source has its own webhook URL, its own secret key and its own field mapping.
Web forms
Build a form in Xale and put it on any site with a snippet, an iframe or a plain link. Each form is its own source, so you see exactly which one fills your pipeline.
Meta Lead Ads
Facebook and Instagram lead forms sync into Xale with the campaign, form, ad set and ad each lead came from, and ad spend turns into cost per lead.
Connect Meta's Cloud API, including Coexistence with the WhatsApp Business app, or your existing Wati, Gallabox or UrbanChat account. Wati, Gallabox and UrbanChat accounts also turn new enquiries into leads.
Calls
The Xale Android app syncs each call from the counsellor's own phone to the right lead with direction, duration and outcome, no per-minute charges, and attaches the phone's own recording. TeleCMI cloud telephony records calls from a business number on any phone, iPhone included.
Excel and CSV import
Bring the leads you already have from a spreadsheet, with a duplicate phone check, so your history moves into Xale with you.
The website webhook
A CRM webhook for your website: one URL, one key, your own field names
When your developer controls the form, the webhook is the shortest road from a submission to a counsellor’s list, with nothing to install and no connector in between. Your site sends JSON, and Xale creates the lead. If you would rather build the form itself in Xale, web forms go on any site and feed the same pipeline.
Its own URL and its own key
Every webhook source gets its own URL and its own secret API key, which your site sends in an X-API-Key header. Regenerate the key whenever you need to, for example when a developer moves on.
Your field names, mapped once
Your form already has its own keys. A per-source mapping tells Xale which one is the name, phone, email, gender, location, WhatsApp number and campaign, and it can start from your industry template.
Deals, payments and custom fields
The same mapping can open a deal with its course and university or other industry items, its value, a discount and an advance recorded as a payment, along with qualifications and lead or deal custom fields.
Nothing the student typed is lost
A dropdown value Xale has not seen before becomes a new option on that field, and extra keys your site sends can be captured as well.
Tested before it goes live
A test webhook check is built in, so your developer confirms the connection before the first real student arrives.
Re-enquiries recognised
The same phone number becomes a re-enquiry on the existing lead, matched across older number formats. It brings an archived lead back, updates the lead with the latest values sent and can start your re-enquiry automations.
Data out
Push CRM data to your ERP, LMS or finance system when it changes
Send API request is one of the actions in Xale’s CRM automation builder, so it runs on the same reliable engine as every other rule. An institute on Xale pushes each new registration to its ERP with signed requests, and an academy sends every enrolment to its own student system at the moment the enrolment is recorded.
When it runs
Add Send API request to an automation. When a lead or deal reaches a stage, or a status changes to Enrolled, the rule runs and the request goes out with it.
Where it goes
Your ERP, LMS, finance system, your own database or another CRM. Each is set up once as an outbound connection under Sources, with its base URL and credentials, and every request uses GET, POST, PUT, PATCH or DELETE on a path under that base URL.
How it signs in
No authentication, a Bearer token, Basic, an API key in a header of your choosing, or HMAC request signing with the algorithm and timestamp header you set. Default headers live on the connection, and each action can add its own.
The whole record
Send the full lead record with the sections you pick: lead, acquisition, assignment, custom fields, deals, finance, notes, activity and more.
Their field names, not ours
Map Xale's fields one by one onto the other system's own field names, translating values on the way, so Female arrives as F when that is what your ERP expects.
Your own JSON
Write the body yourself with tokens such as {{lead.name}}, {{cf.<Field>}} and {{now}}, each with a fallback for when the value is empty.
Built to be relied on
Every request queued, retried, paced and logged
A hand-off between two systems is only worth having if it arrives. Xale treats each outbound request as a job it owes you, and keeps the receipt.
Queued after the save
Each request is queued after the change that triggered it is saved, so the other system only ever hears about changes Xale has kept.
Retried automatically
Network errors, timeouts, rate limiting and server errors are retried on their own, with a longer wait before each new attempt.
Paced to their limits
Requests are paced per connection to the receiving system's rate limit, so a busy afternoon of enrolments arrives at a pace your ERP accepts.
Sent over https
Requests go to secure https public addresses, so student data is encrypted on its way to your other systems.
A log for every lead
Each connection keeps a request log per lead, with the exact request Xale sent and the response that came back.
Retry when you are ready
A failed request can be retried from the log once the other system is back, so nothing has to be typed in again.
AI Connections
Connect your CRM to Claude, ChatGPT and the AI apps you already use
AI Connections turns your Xale workspace into an MCP server, so the AI app on your desk works with your real pipeline. It sits beside Xale AI, the assistant built into the CRM that you can chat with or talk to in Malayalam or English.
The AI app you already use
Claude (Claude Code, Claude Desktop and claude.ai), ChatGPT, Gemini CLI, Cursor, VS Code and Codex connect to your Xale workspace, which answers them as an MCP server.
A personal token
Created in Settings under AI Connections and shown once, with an expiry you choose. Revoke it at any time, and revoked tokens stay listed as an audit trail.
Your access, nothing more
The AI app reads leads, deals, follow-ups, pipeline, reports, automations and calls under the same access as the person whose token it holds.
Changes, when you allow them
When the connection allows changes, the AI app can add a note, schedule a follow-up or update a status, right from the conversation.
Why Xale CRM
Xale CRM is the best study abroad CRM for teams that run on more than one system
Xale CRM is the best study abroad CRM: parallel pipelines beside the main one, a follow-up for every role on every lead, deal and track, stage-level access, self-retrying automations that Xale AI drafts, a Custom Report Builder and an AI you can talk to. Integrations matter because of what happens after the data lands. A lead from the webhook, a web form, Meta Lead Ads or a WhatsApp enquiry enters the same pipeline, where an automation assigns it and every role on the student keeps its own follow-up, so a telecaller’s date never overwrites a counsellor’s. Access is set stage by stage, so whichever door a lead comes through, exactly the right people see it. WhatsApp runs through Meta’s Cloud API, including Coexistence, or your existing Wati, Gallabox or UrbanChat account, and every counsellor call is logged and recorded, from the counsellor’s own phone or a business number. And because everything that comes in is real data, the Custom Report Builder reports on it and opens the exact students behind every number.
- Xale Private Limited, founded 2024
- Office in Kozhikode, Kerala: visits welcome
- In-person onboarding across Kerala, remote everywhere else
- Priority support from the team that builds Xale, in English and Malayalam
- Hourly database backups and workspace data isolation
Frequently asked questions
CRM integrations and webhooks: common questions
How do I send leads from my website to Xale CRM?
Add a website webhook source in Xale CRM and give your developer its URL and secret API key, which your site sends in an X-API-Key header with each lead as JSON. Map your form's own field names to Xale's fields once, starting from your industry template if you like, and run the built-in test check before going live. A repeat phone number becomes a re-enquiry on the existing lead rather than a second record. If you would rather build the form itself in Xale, a web form goes on any site with a snippet, an iframe or a link.
Which integrations does Xale CRM connect to?
Xale CRM takes leads from your website through a webhook and its own web forms, from Facebook and Instagram lead forms through Meta Lead Ads, and from Excel or CSV imports. WhatsApp connects through Meta's Cloud API, including Coexistence with the WhatsApp Business app, or your existing Wati, Gallabox or UrbanChat account, and calls are logged and recorded through the Xale Android app or TeleCMI cloud telephony. Data goes out to your ERP, LMS, finance system, database or another CRM through the Send API request automation action. AI apps such as Claude and ChatGPT connect through AI Connections.
Can Xale push enrolments to our ERP?
Yes. Add the Send API request action to an automation, for example when a deal reaches your enrolled status, and Xale sends the student's data to your ERP through an outbound connection you set up once under Sources. The body can be the full lead record with the sections you choose, a field-by-field mapping onto the ERP's own field names with value translation, or your own JSON template with tokens for lead fields, custom fields and the current time. The same action sends data to an LMS, a finance system, your own database or another CRM.
Does the receiving system need special authentication?
No, Xale fits the authentication your system already uses. A connection can send no authentication, a Bearer token, Basic authentication, an API key in a header you name, or an HMAC signature with the algorithm and timestamp header you choose. Default headers sit on the connection, each action can add its own, and every request goes to a secure https address.
What happens if our ERP is down when Xale sends data?
Xale CRM retries the request automatically, waiting longer before each attempt, when it meets a network error, a timeout, rate limiting or a server error. Each request is queued after the change is saved and paced to the receiving system's rate limit. Every request and response is kept in the connection's request log against the lead, and a failed request can be retried from there once your ERP is back.
Can I use Xale data in Claude or ChatGPT?
Yes. AI Connections turns your Xale workspace into an MCP server for Claude (Claude Code, Claude Desktop and claude.ai), ChatGPT, Gemini CLI, Cursor, VS Code and Codex. You create a personal token in Settings, choose its expiry and can revoke it at any time, and the AI app reads leads, deals, follow-ups, pipeline, reports, automations and calls under your own access. When the connection allows changes, it can also add a note, schedule a follow-up or update a status.
Keep reading
Where the leads come from and where they go
- Web formsBuild lead forms in Xale and embed them on any site with a snippet, an iframe or a link, each form its own source.
- Meta Lead Ads CRMFacebook and Instagram lead forms with campaign, form, ad set and ad attribution, and ad spend for cost per lead.
- CRM automationAutomations, Send API request among them, that run in the background with automatic retries and a log of every run.
- AI CRM for educationTalk to Xale AI in a live voice call, run reports, get per-person day reports and draft automations from plain words.
Every lead in. Every update out.
Your website, forms, ads, chats and calls feed one pipeline, and Send API request carries enrolments and updates to the systems that need them, with a log of every request.