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Explained: Magic Links

Code and TrustUpdated May 1, 2026

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

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