diff --git a/src/lib/flows/engine.ts b/src/lib/flows/engine.ts
index 612709d..841d8da 100644
--- a/src/lib/flows/engine.ts
+++ b/src/lib/flows/engine.ts
@@ -1011,13 +1011,19 @@ async function startNewRun(
   });
   // Bump the flow's execution counter — used by the builder UI to
   // surface "X runs since activation" on the flow card.
-  await db
-    .from("flows")
-    .update({
-      execution_count: flow.execution_count + 1,
-      last_executed_at: new Date().toISOString(),
-    })
-    .eq("id", flow.id);
+  //
+  // Atomic RPC (migration 012) rather than read-modify-write: two
+  // concurrent webhooks starting runs for different contacts on the
+  // same flow would otherwise both read N and both write N+1, losing
+  // a count. Mirrors the automations engine's use of
+  // `increment_automation_execution_count` (migration 007).
+  const { error: incErr } = await db.rpc("increment_flow_execution_count", {
+    p_flow_id: flow.id,
+  });
+  if (incErr) {
+    // Non-fatal — the run itself succeeded; only the counter is off.
+    console.error("[flows] execution_count rpc error:", incErr.message);
+  }
 
   // Run the advance loop starting from the entry node.
   const outcome = await advanceFromNodeKey(db, run, flow.entry_node_id!);
diff --git a/supabase/migrations/012_flows_increment_counter.sql b/supabase/migrations/012_flows_increment_counter.sql
new file mode 100644
index 0000000..25eb4cf
--- /dev/null
+++ b/supabase/migrations/012_flows_increment_counter.sql
@@ -0,0 +1,36 @@
+-- ============================================================
+-- 012_flows_increment_counter.sql
+--
+-- Atomic increment of flows.execution_count + refresh of
+-- last_executed_at. Called via PostgREST RPC from the engine.
+--
+-- Before this, startNewRun did a read-modify-write:
+--   UPDATE flows SET execution_count = <cached + 1> WHERE id = ...
+-- so two concurrent dispatches (e.g. two webhooks for the same flow
+-- starting runs for different contacts in the same second) could both
+-- read N and both write N+1, permanently losing one count.
+--
+-- Mirrors migration 007 for automations — same shape, same security
+-- posture. Idempotent: safe to re-run.
+-- ============================================================
+
+CREATE OR REPLACE FUNCTION increment_flow_execution_count(p_flow_id UUID)
+RETURNS VOID
+LANGUAGE sql
+SECURITY DEFINER
+SET search_path = public
+AS $$
+  UPDATE flows
+  SET
+    execution_count = execution_count + 1,
+    last_executed_at = NOW()
+  WHERE id = p_flow_id;
+$$;
+
+-- Only the service role needs to call this (engine uses the
+-- service-role client). Explicitly lock anon / authenticated out so
+-- an authenticated user can't juice someone else's counter via RPC.
+REVOKE ALL ON FUNCTION increment_flow_execution_count(UUID) FROM PUBLIC;
+REVOKE ALL ON FUNCTION increment_flow_execution_count(UUID) FROM anon;
+REVOKE ALL ON FUNCTION increment_flow_execution_count(UUID) FROM authenticated;
+GRANT EXECUTE ON FUNCTION increment_flow_execution_count(UUID) TO service_role;