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Reliable customer messaging depends on assuming that events can be delayed, duplicated, retried, or left with an uncertain outcome. Build the integration so it durably records incoming work, safely replays operations, distinguishes provider acceptance from delivery, and gives operators a controlled recovery path. The details vary by provider: Google RCS for Business and Salesforce offer concrete examples, not universal guarantees.
1. Acknowledge webhooks quickly, then process them asynchronously
A webhook endpoint should do only the work needed to establish trust, durably record an event, and return a successful response. Put heavier processing—such as CRM updates, downstream notifications, or business rules—on a queue or other durable work mechanism.
- Receive the request and verify its documented authentication.
- Persist the event and enough metadata to process it later.
- Return success promptly after persistence succeeds.
- Let a worker process the event and record its outcome.
This keeps slow downstream services from holding the callback open. Google’s RCS webhook guidance recommends asynchronous handling and documents retries when the endpoint does not return success. A shared endpoint that is slow or unavailable can affect more than one message, so isolate callback receipt from processing where possible.
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2. Give every message and event a stable identity
Use provider message IDs, event IDs, or your own stable operation keys to recognize a replay. Persist the identity alongside processing state, and make handlers idempotent: processing the same event again should not create another record or trigger the same side effect twice.
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- Enforce uniqueness for incoming event identifiers.
- Record which operation or message an event relates to.
- Use upsert or equivalent update-or-insert behavior where appropriate.
- Make outgoing message identifiers stable across retries when the provider supports that pattern.
Salesforce’s integration patterns describe tracking unique message identifiers for deduplication and using upsert behavior to prevent duplicate records. Google’s RCS best practices likewise recommend checking incoming message IDs and using unique outgoing IDs. The exact identifier scope and reuse rules are provider-specific; follow the relevant API contract.
3. Retry only failures that may recover
Classify failures before retrying. Temporary network or service errors and documented retryable responses may warrant another attempt. Invalid requests and authentication failures generally require correcting the request or credentials, not repeating it unchanged.
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- Use exponential backoff for transient failures, with a maximum delay.
- Honor the provider’s rate-limit instructions.
- Set both an attempt limit and a maximum elapsed retry period.
- Move exhausted work to a visible failure state for review.
Google’s RCS best-practice guidance recommends exponential backoff. Apply retry rules from the specific provider rather than assuming a common status-code policy across email, SMS, push, CRM, or conversational services.
4. Treat a timeout as an unknown outcome
A client-side timeout means the caller stopped receiving a response; it does not prove the provider failed to accept the message. The provider may have accepted it just before the connection stalled. Blindly submitting again can send a duplicate.
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- Keep the operation’s stable key or message ID.
- Use the provider’s documented idempotency behavior, if available.
- Otherwise, query message status or reconcile against a later callback before deciding to send again.
- Keep unresolved operations in an explicit unknown state instead of marking them failed by assumption.
Salesforce’s transactional messaging guidance discusses message keys in connection with status retrieval. Whether a key prevents duplicate submission, how long it remains usable, and what status can be queried must be confirmed in the applicable provider documentation.
5. Verify callbacks and limit sensitive data
Authenticate every incoming webhook using the provider’s documented method before acting on its contents. Google’s RCS webhook guide describes checking the X-Goog-Signature against a hash generated with the message body and client token. Implement the provider’s specified verification procedure exactly; do not substitute an undocumented check.
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Keep logs useful for diagnosis without turning them into a copy of customer conversations. Prefer identifiers, timestamps, state changes, and error classifications over message bodies, credentials, or unnecessary customer data. Restrict access to any sensitive payload that must be retained for processing.
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6. Model delivery as an asynchronous state machine
Submission acceptance and final delivery are different facts. Represent them as separate states instead of treating a successful API response as proof that the customer received the message.
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| State or signal | What it tells you | Integration action |
|---|---|---|
| Submitted or accepted | The provider accepted the request for processing; this does not establish delivery. | Store the provider response and await a receipt or queryable status. |
| Delivered | A delivery receipt or provider status reports delivery. | Update the original message record using its correlation identifier. |
| Failed | A callback or status query reports failure. | Record the reason and apply only the recovery behavior supported by that provider. |
| Unknown or pending | No conclusive final status is available yet. | Reconcile later rather than assuming success or immediately sending a duplicate. |
Correlate receipts and status-query results to the original message ID. Google specifically advises checking delivery receipts before triggering a fallback message; see its RCS best practices. This avoids sending a second channel message when the first may already have arrived.
7. Make recovery observable and safe to replay
Reliable delivery needs an operational record of what happened, not just a success or failure counter. Track correlation IDs and state transitions, then monitor queue age, retry volume, failures, and callback lag so teams can spot backlogs and provider or endpoint trouble.
- Make exhausted jobs easy to inspect, with a reason and relevant identifiers.
- Support replay from a known state while preserving idempotency protections.
- Separate operational retry from a new customer-facing send.
- Alert on growing queue age, rising retry volume, repeated failures, or delayed callbacks.
Salesforce’s integration guidance emphasizes explicit handling of reliability across synchronous API boundaries, including acknowledgments and custom retry logic. Replaying a job should repair processing—not accidentally repeat an external side effect.
How to compare integration designs
Before choosing an architecture or provider, compare the behaviors that determine how it recovers from uncertainty. Google’s RCS and Salesforce materials document different provider-specific mechanisms; they do not establish a universal cross-vendor ranking or benchmark.
Quick Recap
- Delivery semantics, including whether events can be retried or replayed.
- Idempotency support and the scope and lifetime of message keys.
- Webhook authentication, acknowledgment expectations, and retry policy.
- Rate-limit behavior and documented retry guidance.
- Status-query support and delivery-receipt availability.
- Failure isolation and the ability to inspect and safely replay work.
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