Magic Links & OTP (Email/SMS)

What is Email Magic-Link Authentication?

Email magic-link authentication is a passwordless login method where users sign in by clicking a secure link sent to their email address. Instead of creating or remembering a password, users simply confirm ownership of their email to gain access.

When a user enters their email, the system generates a unique, one-time link with a short expiration time. This link contains a secure token tied to that login request. Once clicked, the token is validated and the user is authenticated. Because the link can be used only once and expires quickly, the risk of misuse is low.

This approach reduces common password-related issues such as phishing, credential reuse, and forgotten passwords. It also improves user experience by making sign-in faster and more intuitive, especially for consumer-facing applications.

Email magic-link authentication works well as a standalone passwordless option or alongside other methods like OTPs and passkeys.

With a CIAM platform like LoginRadius, teams can offer email magic-link login as part of flexible authentication flows, customize user journeys, and manage customer identities centrally as they scale.

Read More

How Do Secure Magic-Link Login Flows Work?

Secure magic-link login flows allow users to sign in without a password by clicking a one-time link sent to their verified email address.

Here’s how it works: a user enters their email on the login screen, and the system generates a unique, time-limited link. This link contains a secure token tied to that specific login request. When the user clicks the link, the token is validated, the session is created, and access is granted—without ever asking for a password.

Magic links are secure because they expire quickly, can only be used once, and are bound to the intended user and application. Since there’s no password involved, risks like phishing, credential reuse, and brute-force attacks are significantly reduced. Additional safeguards—such as device checks or step-up verification—can be added for sensitive actions.

From a user’s perspective, magic links are simple and frictionless. From a business perspective, they lower login failures and support costs while maintaining strong security.

With a CIAM platform like LoginRadius, teams can implement secure magic-link flows alongside other authentication options, tailor login journeys, and centrally manage identities as their applications and user base grow.

Read More

What is a Verification Code (OTP)?

A verification code, commonly called a one-time password (OTP), is a temporary code used to confirm a user’s identity during login or a sensitive action. It is typically sent via email, SMS, voice call, or generated by an authenticator app, and is valid only for a short period of time.

Unlike static passwords, OTPs are single-use and expire quickly. This significantly reduces the risk of misuse, even if the code is intercepted. Verification codes are often used as a second factor of authentication or as part of passwordless login flows, adding an extra layer of security without requiring users to remember another credential.

OTPs are widely used for account sign-ins, transaction verification, password resets, and step-up authentication. They strike a balance between security and usability, especially for users who may not yet be ready for fully passwordless methods like passkeys.

In customer identity systems, OTPs are often combined with other authentication options. With a CIAM platform like LoginRadius, teams can configure OTP-based verification across channels, design flexible login journeys, and manage user identities centrally as applications scale.

Read More

How Does CIAM Support SMS OTP Fallback Deprecation?

CIAM supports SMS OTP fallback deprecation by enabling safer authentication methods while allowing a controlled, phased transition away from SMS-based verification.

SMS OTPs have known limitations, including SIM swap attacks, delivery delays, and rising operational costs. Modern CIAM platforms help reduce reliance on SMS by prioritizing stronger options such as passkeys, email magic links, authenticator apps, and push-based verification. These methods offer better security and a smoother user experience without depending on telecom networks.

Rather than removing SMS OTPs abruptly, CIAM allows organizations to treat them as a fallback only when primary methods fail. Policies can be configured to prompt users to adopt stronger authentication over time, while still ensuring account access during edge cases like device loss or first-time login.

This gradual deprecation approach protects user experience while improving overall security posture and compliance readiness.

With a CIAM platform like LoginRadius, teams can design adaptive authentication flows, reduce SMS dependency, and centrally manage multiple login methods—making it easier to move toward more secure, scalable passwordless authentication.

Read More

Can CIAM Help Prevent Coupon or Promotional Abuse?

Yes, CIAM can help prevent coupon or promotional abuse by ensuring that each user or account is verified and uniquely identified before redeeming offers.

Promotional abuse often occurs when users create multiple accounts, share credentials, or exploit weak authentication to claim discounts repeatedly. A robust CIAM platform mitigates these risks by enforcing identity verification at sign-up and login, tracking user activity, and applying policies to detect duplicate accounts or suspicious behavior.

Features like email verification, phone verification, passkeys, and multi-factor authentication (MFA) make it harder for bad actors to bypass rules. Additionally, CIAM systems can integrate fraud detection logic, monitor patterns, and flag unusual activity in real time, protecting marketing campaigns and revenue.

With a CIAM platform like LoginRadius, teams can combine verified identity data with flexible authentication flows, track user actions across devices, and enforce security policies—helping prevent coupon and promotional abuse while maintaining a smooth experience for legitimate customers.

Book A Demo