Explained: Magic Links

A breakdown on Magic Links, what they are, what they are used for, and why they are beneficial to early stage product development and PWAs

WHAT IS A MAGIC LINK?

A magic link is a type of login that does not require a password. Instead of login credentials, the user is provided a URL with an embedded token through email or SMS. When a user clicks the link, they are sent to the application as if they used a “magic” password, but without an actual password!

HOW DOES IT WORK?

  1. The user enters their email at your sign-in screen.
  2. If it’s a registered email, the user will receive an email or SMS with a magic link.
  3. The user opens the email (or SMS) and clicks the magic link to complete the sign-in process.

Magic links work in the same manner as password resets, except the user doesn’t have to remember or enter a password to gain access to their account. Magic links simplify the login procedure and give a welcoming user experience while requiring no additional hardware.

WHAT ARE THE BENEFITS?

  • EASY AUTHENTICATION DEPLOYMENT AND USE
  • SEAMLESS ONBOARDING
  • REDUCED LOGIN TROUBLESHOOTING
  • INCREASED APP ADOPTION
  • FEWER CART ABANDONMENTS
  • MORE CONVERSIONS
  • DECREASED ATTACK SURFACE
  • NO HARDWARE DEPENDENCY
  • INTUITIVE USER EXPERIENCE
  • HIGH USABILITY ON A RANGE OF DEVICES


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