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API stands for Application Programming Interface. It’s a set of subroutine definitions, communication protocols, and tools for building software. We “call” endpoints or data of a particular category to populate a site. As the API is updated, the data and features available to us are updated.

We use the Twilio API when we want to send text messages. We use SendGrid’s API to send emails on behalf of clients. We also build our own APIs for interacting with smartphone applications that we’ve built, as we did with 20Echo.