AI Messaging Agent: Lead Form Follow-Up Guide

Automatically engage new leads over SMS the moment they submit a web form, using Invoca’s AI Messaging Agent to qualify them and schedule a callback.

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How it works

1. A visitor lands on your website and fills out a lead form.
2. Invoca captures attribution data tied to that web session.
3. The lead form submission is sent to Invoca via client-side capture (InvocaJS), API, or CRM webhook.
4. Invoca’s lead ingestion service processes the submission and triggers an SMS AI Agent.
5. The AI Agent engages the lead over text, qualifying them, answering questions, and working toward the configured outcome.
6. All interactions — including the lead form, SMS messages, and any resulting calls — are recorded and linked together in Invoca reporting.

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Step 1: Configure your lead form

• Form Name: enter a descriptive name that identifies the form’s purpose or source. This name appears in reporting and throughout the platform — for example, “New Patient Appointment.”

• Profile: the Profile associated with this form, which determines the business context and available routing options.
• Campaign: the Campaign this form should be attributed to, letting you segment lead activity by marketing effort, region, or initiative — for example, “Denver Location.”
• Outbound AI Agent SMS Number: the phone number the AI Agent uses to send outbound SMS messages. This is the number the lead sees when they receive their first text.
• Inbound Scheduled Callback RingPool: the RingPool used for scheduled callback numbers. When a lead requests a callback, the AI Agent provides a trackable number from this pool to dial directly.

• AI Agent: the AI Agent that handles SMS conversations for leads submitted through this form. AI Agents are configured separately and define the tone, knowledge base, and conversational behavior of the bot.
• Desired Outcome: the goal the AI Agent works toward during each SMS interaction. The currently supported outcome is Schedule Phone Call — the agent qualifies the lead and, upon request, provides a callback number to connect with a live agent.
• Initial Message: the first SMS message the AI Agent sends after the form is submitted. This message supports dynamic personalization using values from the lead form fields — for example, “Hi! Thanks for reaching out — I’d love to help connect you with our team.”

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Step 2: Complete form setup and webhook configuration

https://api.invoca.net/leads/{form_id}

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Step 3: Enable attribution tracking

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How it works

<network_id>/<tag_id>/<invoca_id>

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Adding the hidden field

<input type="hidden" name="invoca_attribution_id" />

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Step 4: Submit form data to Invoca

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Option A: Client-side lead capture via InvocaJS

• Tag re-publish required: after the client-side lead capture toggle is enabled on your Invoca Tag, you must re-publish the tag for capture to begin.
• No hidden Invoca ID form field is needed: because InvocaJS captures the submission directly within the web session, attribution is handled automatically.
• Check with your Invoca account team on your web lead form configuration: web technology varies from site to site, and your forms may need additional custom JavaScript on your InvocaJS tag.

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Option B: Direct API integration

POST https://api.invoca.net/leads/{form_id}
Content-Type: application/json

{
  "occurred_at": "2026-03-19T10:45:00Z",
  "external_id": "lead-00423",
  "event_data": {
    "invoca_attribution_id": "1234/5678/abcde",
    "phone_number": "+13035550100",
    "name": "Jane Smith",
    "email_address": "jane@example.com",
    "sms_consent": true
  }
}

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Option C: CRM webhook via middleware

• Converting content types (XML, form-encoded) to JSON
• Mapping your CRM’s field names to Invoca’s Marketing Data field partner names
• Appending required request metadata (for example, event_type, occurred_at)

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SMS consent

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Collecting consent on your lead form

“By checking this box, I consent to receive automated SMS messages from [Your Business Name] regarding my inquiry.”

“By submitting this form, you agree to receive automated text messages from [Your Business Name]. Reply STOP at any time to opt out. Message and data rates may apply.”

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Passing consent to Invoca

{
  "event_data": {
    "phone_number": "+13035550100",
    "sms_consent": true
  }
}

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How Invoca honors consent

• If sms_consent is true, the AI Agent initiates the SMS conversation as configured.
• If sms_consent is false or absent, no outbound SMS is sent and the lead isn’t contacted.

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Opt-out handling

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API field reference

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AI Agent behavior

1. Initial Outreach: the agent sends the configured Initial Message to the lead’s phone number.
2. Qualification: the agent qualifies the lead according to the criteria you’ve provided.
3. Engagement: the agent answers questions and works toward the configured Desired Outcome.
4. Scheduling: the agent schedules a phone call, in-store visit, or in-home visit, depending on how you’ve configured the form workflow.

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Reporting and attribution

• Lead Form Event: captured at the time of ingestion, tied to the originating web session via the attribution ID.
• SMS Interactions: each message in the AI Agent conversation is recorded and associated with the form fill event.
• Callback Calls: any call made to the RingPool callback number is tracked and linked back to the original form submission.

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Frequently asked questions

“By submitting this form, you agree to receive SMS messages related to your inquiry from [Company Name]. Message and data rates may apply. Reply STOP to opt out.”

“(Optional) I agree to receive promotional text messages from [Company Name]. Message and data rates may apply. Reply STOP to opt out at any time.”

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Where to go next

• Creating Emails from Signals: SMS / Voice Agent Lead Intake
• Using Signal Builder