The magic link, or how to combine user experience and cybersecurity

By Ainhoa Carpio-Talleux • Approved by Maëlys De Santis

Published: April 25, 2025

Every Internet user has hundreds of passwords associated with different online accounts. According to NordPass research, in 2024, one person will generate around 255 passwords, divided between 168 personal accounts and 87 business accounts. This poses a number of security problems (reuse of passwords, risk of hacking, etc.), as well as browsing problems (forgotten passwords, account blocking, etc.).

To avoid these inconveniences, the magic link is increasingly used on the web. The concept? A connection via a link sent by e-mail or message after entering your e-mail address or user name in a login portal.

What are the advantages of this new form of secure connection? How can you integrate it into your cybersecurity strategy?

In this article, Appvizer explains all about the Magic Link.

See all software Identity & Access Management

What is a magic link?

Magic link definition

The magic link is a " passwordless" connection mode. Passwordless is a word borrowed from our English-speaking friends and means "secure without passwords".

In this way, users enter their login details on a login page and receive a link in their e-mail inbox (or by message). All they have to do is click on it to open a secure session on the site. Generally speaking, each new session requires a new magic link.

What's the difference with one-time passwords?

The one-time password (OTP) and the magic link secure a connection in different ways. With OTP, the user receives a code and enters it manually on the login page. The magic link, on the other hand, automates this process with a simple click to authenticate.

How does the magic link work?

The magic link authentication process consists of the following 5 steps:

Step 1: The user enters his or her e-mail address in a login form and requests to log in.
Step 2: A secure, unique link is generated simultaneously with a time-limited token.
Step 3: The link is sent to the user's e-mail address with a dedicated "Click to log in" message.
Step 4: The user clicks on the link and is redirected to the application where the token is validated.
Step 5: The server generates a secure session for the user following authentication.

What are the 4 benefits of a magic link?

The magic link offers numerous benefits for organizations looking for a practical, high-performance authentication method. UX, security, economies of scale, user conversion... We take a look at all the advantages of this solution.

1) A better user experience

The magic link has a positive impact on your site's UX. There's no risk of mistyping, confusing multiple logins, or simply losing the password - all users need is their login. As a result, logging in is much faster and more convenient. In practical terms, this means you have fewer potential customers giving up on subscribing to your services or buying your products. It's a strategy that's perfectly suited to new mobile consumption patterns.

2) Improved security

Password logins are highly secure, except when a user uses weak or reused passwords. With magic link, there are no such problems. Links expire within minutes, reducing the risk of hacking. What's more, structures don't need to protect a password database.

3) Less technical support

With the magic link, there are fewer reset requests and fewer connection blockages on your platform. This considerably reduces the workload on technical support teams and saves you money.

4) Avoid password fatigue

Password fatigue" is a term used to describe the stress of using passwords. Simply having to come up with a strong new password and remembering it becomes an exhausting task. Magic links and other password-free authentication methods help reduce this weariness for your users.

And the limitations of magic links?

Despite its advantages, the magic link has a number of limitations: dependence on e-mail boxes, connection delays, unsuitability for certain platforms. It's not always the ideal solution.

Total dependence on mailboxes

Magic link authentication can cause problems for your users. If their mailbox is compromised or inaccessible, they will no longer be able to connect to their account. In the event of piracy, the security risks are multiplied tenfold. Phishing attempts also sometimes take the form of a login link to mislead the user.

Waiting for the link to arrive

With password login, users enter their username and password in the dedicated fields and access their account directly. The magic link involves a certain amount of waiting, until the e-mail arrives in the mailbox. Occasionally, the message even ends up in your spam folder, which further increases connection times.

Unsuitable for frequent connections

If your platform requires daily connections, the magic link may not be suitable. In this case, using a password is more practical, especially with the automatic registration option offered by search engines.

Best practices for integrating magic links

Maximize the effectiveness of your magic links with the following practices:

Define an ideal operating time for your magic links. Not too short, to give the user time to complete the connection operation. Not too long to maintain optimum security. Ideal duration? Around 10 minutes.
Design your e-mails clearly to ensure the legitimacy of the connection and to reassure users.
Always offer an alternative login option (traditional passwords, OTP, two-factor authentication, via social networks, biometrics, single sign-on) : to ensure redundancy of your authentication services.
Notify users of successful magic link logins.

Which tools can help you?

Firebase Authentication

Firebase Authentication is an access solution developed by Google that offers several login options, including magic links. The tool is seamlessly integrated with Google services, making it easy to use and create a coherent ecosystem. Firebase Authentication is particularly well suited to mobile applications.

Auth0

Auth0 is a complete identity management platform that natively integrates magic links. Auth0 stands out for its ergonomic, easy-to-use interface.

Magic.link

Magic.link is a specialist in passwordless authentication solutions for websites. It's a tool entirely dedicated to magic links. Thanks to its simplified API, it can be integrated into your system, even with a small technical team.

Okta

A cloud identity solution, Okta offers a high-performance implementation of magic links. It is particularly well suited to enterprise environments, thanks to its ability to handle large volumes of users.

Amazon Cognito

The Amazon Web Service (AWS) authentication service also offers magic links functionality. This is an excellent solution if you already use the AWS cloud ecosystem. It comes with pay-per-use pricing to suit your needs and budget.