Glossary
Technical terms and concepts used in the Zero Bad Leads platform explained in simple terms.
Platform terms#
API Key#
A secret key used to authenticate requests to the Zero Bad Leads inbound webhook. Each workspace has its own API keys. Never share your API key publicly.
Custom Field#
An additional field that you create in your workspace to store information specific to your business (e.g., "job title", "industry", "campaign source"). Custom fields can be automatically mapped from lead data.
CNPJ#
Brazilian National Registry of Legal Entities. Zero Bad Leads queries the BrazilAPI to verify whether the lead's CNPJ is valid and whether the company is active with the Brazilian Federal Revenue Service.
Dispatch#
The process of sending a qualified lead to an outbound integration (CRM, webhook, Meta CAPI). Also referred to as "dispatch" in the interface.
Duplicate#
A lead that has already been processed earlier in the same month. Detection is performed by hashing the email + phone. Duplicate leads do not count toward plan usage and are not re-qualified.
Edge Function#
A serverless function running on Supabase (Deno runtime) that processes leads in real time. The three main functions are: webhook-receiver, qualify-lead, and dispatch-lead.
Dispatch Filter#
A rule configured in an outbound integration that determines which qualified leads should be sent. Example: "send only leads with a score above 70".
Lead Funnel#
A visualization on the dashboard that shows the progression of leads through the 3 stages: Received → Qualified → Sent.
Inbound Integration#
A connection that brings leads into Zero Bad Leads. Currently the main method is the webhook (URL + API key), which can receive data from any form, landing page, or automation tool.
Outbound Integration#
A connection that sends qualified leads out of the platform. This can be a CRM (HubSpot, Pipedrive, RD Station CRM), a generic webhook, Meta CAPI, or ActiveCampaign.
Lead#
A contact or potential customer that arrives at the platform to be qualified. A typical lead contains at least an email and/or phone number.
List#
A grouping of leads used to organize and segment contacts by campaign, origin, product, or any other criteria.
Field Mapping#
The process of associating the fields that arrive via webhook (e.g., user_email, phone_number) with the platform's internal fields (e.g., email, phone). Zero Bad Leads performs automatic mapping with smart aliases.
MX (Mail Exchange)#
A DNS record that indicates which mail server is responsible for receiving messages for a domain. The MX verification confirms that the lead's email domain can actually receive emails.
OAuth#
An authorization protocol used to securely connect CRMs (HubSpot, Pipedrive, RD Station CRM) without requiring you to share your password. When connecting via OAuth, you authorize Zero Bad Leads to create contacts and deals in your CRM.
Payload#
The body of the HTTP request sent to the webhook. It contains the lead data in JSON format (name, email, phone, etc.).
Pipeline#
The sequence of stages a lead goes through in Zero Bad Leads: Receive (webhook) → Qualify (verifications + AI scoring) → Send (dispatch to integrations).
Scoring Profile#
A set of criteria defined in a conversation with the AI that determines what an ideal lead looks like for your business. The profile is used to calculate each lead's score.
Qualification#
The automatic process that verifies and scores a lead. It includes: email validation (MX), phone validation, CNPJ verification (BrazilAPI), IP analysis (ProxyCheck), and AI scoring (Gemini).
Score#
A score from 0 to 100 assigned to each lead by the AI based on the configured scoring profile. The higher the score, the greater the likelihood that the lead is a good customer.
Scoring Template#
A pre-configured scoring profile for a specific industry or use case (e.g., "B2B SaaS", "E-commerce", "Real Estate"). It serves as a starting point that you can customize.
Webhook#
A URL that receives HTTP POST requests with lead data. It is the main method for ingesting leads into the platform. Each workspace has a unique webhook URL.
Billing terms#
Billing Interval#
Billing frequency: monthly or annual (with a 20% discount).
Grace Period#
A tolerance period of 5% above the plan's lead limit before the soft block takes effect.
Unique Qualified Lead#
The unit of measurement for the plan. Each lead with a unique email/phone qualified during the month counts as one unit. Duplicates do not count.
Soft Block#
A soft block that prevents the qualification of new leads when the plan limit is reached (with a 5% margin). Leads continue to be received but are not processed until the next cycle or a plan upgrade.
Trial#
A 5-day trial period with a limit of 30 qualified leads. A credit card is required at sign-up. At the end of the trial, the subscription is activated automatically.
General technical terms#
DNS#
Domain Name System — translates names like zerobadleads.com into IP addresses. Relevant in email verification (MX records).
HTTP POST#
An HTTP request method used to send data to the webhook. It is the standard method for form submissions and APIs.
JSON#
JavaScript Object Notation — a lightweight data format used in all Zero Bad Leads API and webhook communications.
Rate Limiting#
A protection mechanism that limits the number of requests per time period to prevent overload. The inbound webhook has rate limiting configured.
VPN/Proxy#
Virtual private network or intermediary server. The IP verification detects whether the lead is using a VPN or proxy, which may indicate a fraud or spam attempt.
Related articles
Platform Overview
Understand how Zero Bad Leads works and learn about the lead qualification pipeline: Receive, Qualify, and Send.
How qualification works
Understand the automatic qualification pipeline: email, phone, CNPJ validation, IP analysis, and AI scoring.
Configure webhook to receive leads
Learn how to configure the Zero Bad Leads webhook to automatically receive leads from any form or platform.