Why?

It’s slows your login significantly, it’s cumbersome. The more often you have to do it, the more infuriating it becomes. Disclaimer: I hate this as well.

Because SMS may not arrive. E-Mails may be delayed or blocked by spam filters. You may not have e-mail set up on the device you're trying to log in from - so what will you do with a link on another device?

Meanwhile, a password is something you already have at hand and works instantly.

Recently tried 3 weeks to setup Slack because it's magic mail did not arrive. Was even unable to reset the password. We just gave up and used another e-mail service provider and created a ned account.

I dislike that intensely as well. I don't have any trouble with sites offering magic link login, but to have that be the only option seems short sighted to me.

I worked at a company once that only offered federated login. It was a dev tool, so they offered login with google or github. I disliked it, because, hey, maybe I don't want to link random devtool with the core accounts I use.

I'm not aware of any research that shows what the conversion rate is for each type of login:

* username/password

* magic link

* federation (login with google, etc)

But I'd sure love to see it.

I imagine it would also vary by application type (devtools would be skewed towards username/password, consumer towards federated login or magic link) as well.