It's worthwhile noting that the integration between JIRA and Bitbucket (naturally) goes far beyond adding comments with links to a ticket.

Our aim was to provide an at the glance view of the development status (# of commits, branches, pull requests and their status, builds and deployments) with the option to see more detailed information right within JIRA. And of course you can create a new branch right from your JIRA issue.

Lastly, ensuring that the data is 100% reliable and up to date was an important consideration which most of the basic webhook integrations simply ignore.

Take a look at the documentation, which provides a great overview of the integration: https://confluence.atlassian.com/jira/viewing-the-code-devel...