- Great way to confirm if email address is valid - People tend to use bad passwords - People tend to forget passwords (you need to write whole password recove

- Great way to confirm if email address is valid - People tend to use bad passwords - People tend to forget passwords (you need to write whole password recovery, etc) - You always have your smartphone with email close to you - It's way easier than 2FA with Authenticator and cheaper than SMS - You limit password sharing for your service