Identity Basics

Magic Links - A Guide to Passwordless Authentication

By Brad McCarty

Magic Links - A Guide to Passwordless Authentication

If you’re a developer, it’s your responsibility to keep up with the ever-evolving landscape of internet security. Today, we’re going to delve into an exciting facet of modern cybersecurity---magic links. Magic links are a method of passwordless authentication that has been gaining popularity. They allow users to access websites without typing a password or using an app, by simply clicking on a link sent directly to their email address.

In simplest terms, a magic link is a URL with an embedded unique token. They are sometimes included in a multi-factor authentication (MFA) approach. Clicking on the link authenticates the user. They can then access a particular service or application. It is similar in function to a one-time password (OTP) setup, but with less risk.

Magic links are a straightforward alternative to usernames and passwords. Instead of asking users to create and remember credentials, we send a one-time-use link to their registered email account. The link is unique, so it cannot be used by anyone else. It is also impossible for the user to lose because we can recover it from our servers at any time.

Because the link is sent via email, Slack, or even carrier pigeon, it is also potentially more secure than using SMS messages. While other messaging platforms can work with magic links, due to the ubiquity of email, most systems use that. The rest of this article will assume you are sending magic links over email. The concept was first introduced around 2010, and then picked up by major players such as Facebook and Microsoft. This approach has become popular because it’s easy for users and administrators alike.

The process starts when a user inputs their email address into a login form. The backend API service generates a unique token and attaches it to a URL, which we term as the “magic link.” This link is then sent to the user’s registered email. The user opens their email, clicks the magic link, which leads back to the application or service. The server then verifies the token and logs in the user.

By doing so, magic links leverage the security of the user’s email provider. If someone can access the magic link, they already have access to the user’s email. If the user’s email account is compromised, then they likely have bigger problems than someone accessing your service. The magic link is a one-time URL that can only be used once. This means that if someone steals a magic link that has already been used once, they cannot use it again. This means that the user gets the ease of logging in to your system without having to present a credential. But they still benefit from the security around the email account, including any protections the email provider has put in place or MFA the user has added.

User Experience (UX):

It’s no secret that users often struggle with password management. The average user is registered on dozens of online platforms, each requiring a unique password. Remembering these is often challenging, leading to frequent password resets, which further degrade user experience. Magic links simplify this process, requiring only access to an email account.


Despite being the standard for years, passwords are a known security weak point. Users often reuse passwords across platforms or opt for easy-to-remember (and easy-to-guess) options. By using magic links, we eliminate the risk of password reuse or theft. In addition, the temporary nature of magic links also acts as a security advantage, as each link expires after use or after a set period, whichever happens first. This prevents attackers from using them for malicious purposes.

Development Simplicity:

Implementing a secure password-based system can be a challenge. It involves creating secure password storage, implementing encryption, managing password resets, etc. In comparison, magic link systems can be simpler to implement and maintain.  They don’t require any changes to existing infrastructure, which makes them a good choice for small and medium businesses. In addition, they can be implemented with fewer resources than other security solutions such as software-based two-factor authentication (2FA) systems or hardware tokens.

The comparison between the traditional login process using passwords and magic link authentication is both valid and pertinent. Let’s explore why magic links might be a superior choice for enhancing the authentication process.

Starting with the user experience, the login process is a critical touchpoint. Magic links simplify this process. Instead of remembering complex passwords or relying on a password manager, users receive a magic link in their email, click on it, and gain access. This streamlined login process not only boosts user satisfaction but can also increase engagement rates.

When considering security, the traditional password-based login process has several vulnerabilities. Users often resort to easy-to-remember passwords or reuse them across platforms making them susceptible to security breaches. Magic link authentication, in contrast, offers a unique and temporary solution for each login attempt. These links are tied to the user’s email, integrating an extra layer of security. What’s more, the reliance on email accounts, which typically include their own security measures like two-factor authentication, further strengthens overall security.

From a developer’s perspective, implementing magic link authentication can reduce the lines of code required compared to creating a comprehensive password-based system. This reduced complexity not only benefits developers, but also enhances security by eliminating the vulnerabilities associated with password storage and management.

However, it’s crucial to note that while magic links improve the login and authentication process, they are not flawless. Their effectiveness hinges on the security of the user’s email account. Even though this risk is somewhat mitigated by the temporary nature of magic links and the additional authentication measures in most email systems, it remains a consideration.

To sum up, while passwords have long been the foundation of the authentication process, the advent of passwordless authentication through magic links is a game-changer. By transforming the login process, bolstering security, and simplifying the coding requirements, magic link authentication is rapidly becoming a key player in the realm of digital security. As we advance towards a more secure and user-centric online environment, the role of magic links in passwordless authentication cannot be overstated.

While magic links provide an attractive alternative to traditional passwords and forgot password links, it’s crucial to consider potential drawbacks.

Email Account Dependence:

Magic links rely on the security of the user’s email account. If a user’s email account is compromised, all services using magic links are potentially at risk. It’s thus crucial to encourage users to protect their email accounts with strong security measures, like two-factor authentication. Also, some email providers will pre-fetch all links in all emails, which may expire magic links. Make sure you consider this in your implementation.

Phishing Attacks:

Users might be tricked into clicking on malicious links masquerading as magic links. Training users to identify genuine magic links and raising awareness about such threats is essential. 


If the user’s email account is compromised, all services using magic links are potentially at risk. This issue can be mitigated by encouraging users to protect their email accounts with strong security measures like two-factor authentication, and keeping the lifetime of a magic link low.

Here’s a brief outline of how you might implement magic links. Your API provider docs will have more specific instructions. 

  1. User Login Request: The user enters their email address.
  2. Token Generation: Your backend generates a unique token.
  3. Magic Link Email: The token is embedded into a URL and emailed to the user.
  4. User Clicks the Link: User authenticates by clicking the link.
  5. Token Validation: Your backend validates the token, logs in the user, and invalidates the token for further use.

While simple, this process must be coupled with solid cybersecurity practices, like HTTPS and secure token generation methods. It’s important to note that a magic link is not a password reset link. Password resets are for when users forget their password and need to be logged in again. A magic link is an authentication method that removes the need for users to know their password.

Implementing magic link authentication is a significant step towards enhancing the user experience and security in the digital realm. But, the journey doesn’t end with implementation. Testing and optimizing magic links are crucial for ensuring their effectiveness and reliability. Let’s dive into how you can do this effectively.

Testing the functionality of magic links in various scenarios is key. This includes assessing how they perform across different devices and email clients. It’s important to simulate different user behaviors, like using an expired link or accessing the link from different devices, to ensure the robustness of the system.

User experience testing is equally important. Gathering feedback from real users during the beta phase can provide invaluable insights. Observing how users interact with the magic link process, from receiving the email to completing the login, helps identify any friction points. You can then make adjustments to streamline the process. These might include optimizing email content for clarity and ease of use, or ensuring the magic link leads directly to the desired page or action.

Security testing is another critical aspect. This involves ensuring that the magic link authentication process is robust against potential security threats. Regularly updating and patching the system, conducting penetration tests, and ensuring the temporary nature of the links are all practices that can help maintain high security standards.

Optimization also involves looking at the backend processes. Analyzing the system’s performance in terms of email delivery times, load times, and server response can pinpoint areas for improvement. Reducing the lines of code involved in generating and processing magic links can enhance the system’s efficiency and reliability.

Finally, it’s important to continuously monitor and update the magic link system. What works today may not be as effective tomorrow. Reviewing and updating the authentication process, while keeping on top of new technological advancements and security threats, is crucial for maintaining an effective magic link system.

Closing Thoughts

Magic links provide a promising alternative to traditional password-based authentication, offering improved user experience and security. As developers, it’s our role to adapt to these changing paradigms to offer the best possible security solutions to our users. As we move towards a passwordless future, magic links are certainly worth considering. They’re easy to implement, they don’t require any special permissions, and they provide a seamless user experience.

Before switching over, ensure your team understands the benefits, risks, and implementation process. Remember, the goal is not just to follow trends but to enhance the overall security and usability of your systems. Embrace the magic of these links, and let’s stride towards a more secure digital future.