Magic links are a form of passwordless login. Instead of the user entering any login credentials to sign in, they are sent a URL with an embedded token via email, and sometimes via SMS. Once the user clicks that link to authenticate, they are redirected back to the application or system having successfully signed in—as if they used a “magic” password, but without the actual password. As many organizations move beyond password-based authentication, magic logins are emerging as a popular consumer authentication method, depending on a company’s risk appetite. Whether your users need a Slack magic link, a Tumblr magic link, or a way to easily access your own apps and services, magic login frees them from remembering a long list of passwords. In this post, we’ll explore how magic links work in depth, discussing various situations where organizations can use them to create secure and user-friendly experiences.