When it comes to Marketing, content creation and inbound marketing strategies (attracting potential customers through value and rich content) are becoming stronger every day. Understanding API, therefore, becomes fundamental, after all they start to integrate a business's entire content strategy. But what is an API? We hear a lot about them (with or without software and systems), but little about their definition. Do you have this same question? Want to learn more about APIs? Read this article.
What is an API?
Application Programming Interface, or Application Programming Interface. The API is a series of rules. In other words, a interface that mediates information. They allow an application to extract information from software and use that information in its own application or within its own functionality.
Still, more simply, The API is a project that allows “your things” to talk and interact with “other people’s things”. “Your things” are called API endpoints.
API endpoint?
Yes, The API endpoint is the API destination requested by a website ownerFor example, if your content management system (CRM) requests access to an automation API, your CRM is the API endpoint.
Understanding endpoint has a merely conceptual function. The most important thing is to understand how the API is used and how it works..
Why the API?
If it's not yet completely clear what an API is, we've definitely solved that now!
Consider a mid-sized software company that develops a robust, market-accepted system. As the company and software grow, new opportunities for action and implementation arise. However, the company's teams quickly realize that there are more ideas and applications than there is time and resources to develop them. What should be done?
Rather than locking down its system, this company chooses to share and allow third-party developers to create applications and different uses, expanding the core platform. This is done through APIs!
Of course, this data sharing is controlled; and there are mechanisms in place to do so.
API Key
The API key is a unique identifier assigned to an API user, identifying that he is authorized to use the programming interface of certain software on his website, application or system.
The API key acts as an authentication token., placing you as a member of a community of developers.
This authentication (which can be just initial or recurring with each use) is one of the ways core software protects itself and your data – this is the key to connecting the two ends.
API Terms of Service
This bridge or cross-platform connectivity has limits! Most APIs has usage restrictions. And to understand them, you need to carefully read the "API Terms of Service", which lists all the rules.
After all, no one wants to invest time and money in developing an asset and later notice an integration block, or worse, have access revoked after being accused of violating the terms of service.
It is common, for example, that most APIs have “call limits”What would that be? A call is an instance of a software or website owner "calling" for a developer to use their API. Many APIs limit the number of times you can request information about an API. within a certain period. Again, read the Terms of Service!
APIs
As examples of APIs, we can simply mention: Twitter API, which allows you to showcase and highlight tweets that mention your business on your website.
Including, for example, YouTube videos through embedding with HTML code is nothing more than requesting the use of YouTube API on your website.
More sophisticated integrations, such as automation and/or email marketing platforms that provide access to CRM data, are also examples of APIs.
And we can't forget another famous API on the market:
READ ALSO: “Business automation: apply it to your business now”
WhatsApp Business API
THE WhatsApp Business API it is precisely the version of the messaging application with extended integration possibilities and new features. For example, just through the API, it is possible automate conversations by integrating Chatbots to the communication flow. This feature, so strategic for businesses, is an evolution of the main version of WhatsApp.
And other features also arise and were born from the API: the interactive buttons, the smart menus; the sharing of contacts in a single number, with different people (attendants) makes the API quite attractive for call centers and call centers.
WhatsApp (and its owner, Meta) understood, however, that the use and integration of the API needs to be done by developers and experts in the field; thus granted use only to official partners of the company that mediate these applications.
THE Brazilian Matrix, for example, is one of the official partners of Facebook Meta, and has extensive experience in the use and integration of WhatsApp Business API.
READ ALSO: “Number banned on WhatsApp: what now?”
API of the future
Let it be clear: API-based development is just the beginning. The world we live in is increasingly open and shared; the natural evolution of the API is that In a few years, all platforms will have their own APIs, greatly expanding the possibilities and functionalities of any software! Believe me, this future has already begun!
