Magic links for simplified passwordless authentication

A magic link is a unique, time-sensitive URL that lets users securely log in to an application or authenticate for an action without entering a password. When a user requests access, the server sends them this magic link through their registered email address. Clicking the link instantly signs them in—no further authentication required.

This magic link authentication method replaces traditional passwords with a temporary, encrypted token, offering a passwordless login experience that’s both simple and secure.

How does magic link authentication work?

Here's the process flow for magic link authentication:

  1. The user enters their registered email address on the authentication page.

  2. The server creates a one-time token embedded in a magic link.

  3. The magic link login email is sent instantly to the user’s inbox.

  4. Clicking the magic link validates the token and grants access.

  5. Once used or after the set validity period, the magic link becomes invalid.

In practice, a login using a magic link replaces passwords with a cryptographically signed token that verifies the user’s identity in real time.

Why magic link login is becoming popular 

  • Simpler user experience:
    Typing complex passwords or resetting forgotten ones frustrates users. With magic link authentication, logging in takes a single click, reducing friction and improving satisfaction.

  • Stronger security:
    Since there are no stored passwords, attackers can’t exploit credential dumps, brute-force attempts, or phishing. Each magic link expires quickly, making it far harder to reuse or intercept.

  • Easier onboarding and access management:
    New users can log in with a magic link without needing to create or remember credentials. It’s ideal for guest access, enterprise apps, and remote work setups.

  • Reduced IT overhead:
    Fewer password resets mean fewer help desk tickets, saving both time and money for IT teams.

Considerations for magic link authentication 

While magic link passwordless systems improve usability, they must be implemented by ensuring the following aspects:

  • Protect email accounts: A magic link login depends on the security of the user’s email. If that account is compromised, the link can be misused.

  • Short expiration windows: Validity should ideally be 5–10 minutes to reduce exposure.

  • Single-use policy: Each magic link must become invalid immediately after use.

  • Device or IP binding: Linking the magic link authentication token to the device or IP that requested it adds another security layer.

  • TLS encryption: Ensures that the magic link cannot be intercepted during transmission.

  • Auditing: Every magic link login attempt should be audited to detect anomalies, such as repeated requests from different IPs.

  • Brand and phishing protection: The branding must be clear in magic link emails to distinguish legitimate links from phishing attempts.

For high-security use cases, organizations often combine magic link passwordless access with multi-factor authentication.

Magic links vs. other authentication methods 

Authentication method
Pros
Cons
Best For

Magic link authentication

The method is free of shared secrets and easy to implement.

The method depends on email security. It is risky on shared devices.

Password resets and passwordless authentication adoption

One-time passcodes

The method is widely adoptable. It works for offline systems.

The method is vulnerable to phishing, SIM swaps, and manual entry errors.

MFA for critical actions or temporary access scenarios

Biometric authentication

The method is fast, secure, and low-friction.

The method needs compatible hardware.

Posession-based authentication for enterprise identity verification

FIDO2 passkeys

The method is phishing-resistant and Zero-Trust-ready.

The method is complex to deploy.

High-security enterprise logins

Password

The method is universal and simple to deploy.

The method is prone to multiple types of breach.

Legacy systems or fallback access

Magic link authentication stands out for its simplicity and accessibility. Users don’t need special hardware or biometric sensors, making it a great first step toward passwordless adoption.

How ADSelfService Plus implements magic links to enhance enterprise identity security 

ManageEngine ADSelfService Plus brings the ease of magic link authentication to enterprise identity security through its secure link by email feature. Users can perform actions like resetting Active Directory passwords or unlocking accounts by clicking a one-time, encrypted link sent to their registered email—no passwords or codes needed.

This secure link-based authentication simplifies the user experience while maintaining complete admin control. The links are time-bound and encrypted, ensuring that every login or verification remains safe and traceable.

The secure link feature works alongside other multi-factor authentication methods in ADSelfService Plus, including biometric and hardware-token authentication. It is also further strengthened by conditional access policies. This layered approach lets organizations adopt passwordless authentication flows at their own pace—combining convenience for users with the flexibility and compliance IT teams need.