Simplify to amplify: Boost engagement with streamlined user authentication

May 07, 2024
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Simplify to amplify: Boost engagement with streamlined user authentication

We’ve all been there: You decide to sign up for something online and, after diligently filling out your details for several minutes, you encounter a snag that compels you to abandon the effort entirely. Maybe there’s a request for your credit card information; maybe it’s adding your ZIP code; maybe the next step is just loading too slowly. 

When it comes to online interactions, every second counts—and so does every click. Customers are drawn to platforms that offer them the quickest path to what they want. Breaking down barriers, removing friction, and paving the way for effortless interaction is not just a nicety, it’s a necessity. 

Nowhere is this more critical than during the user authentication process. According to Twilio’s 2024 State of Customer Engagement Report, 40% of brands say they’re working to simplify the signup and login process to improve customer engagement. 

But, they also need to prioritize the security of customer data, especially when it comes to transactions or industries like financial services and healthcare. This means brands need to establish a delicate balance between legitimate users and businesses, while keeping out bad actors. 

Fake users pose a reputational and expensive risk for your business. Learn how to protect your business—and your users—with The User Authentication Decision Maker’s Guide.

To provide a secure, efficient, and seamless experience for customers worldwide, Twilio’s purpose-built solution is designed for expediting user authentication methods without sacrificing security. Discover how just a few companies are tapping into this strategy, from Intuit’s successful implementation of Twilio Verify to Papaya Gaming’s trust-building strategy with SMS one-time passcode verification, Jack Henry’s robust security measures, and Tradier’s innovative use of Lookup Identity Match.

Supercharging Intuit’s global expansion with Twilio Verify

Well-known for their forward-thinking strategies, Intuit is always on the cutting edge of change. As the global financial technology platform expanded, their teams knew they needed a powerful user authentication system that was both secure and user-friendly. Recognizing the universal reach and accessibility of mobile phones, they turned to SMS one-time passcodes (OTP) as a solution. This approach aligns with customer preferences for simple and quick verification methods: By opting for the familiar and widely accepted SMS channel, Intuit immediately lowered friction by reducing clicks and authentication steps.

The deployment of Twilio Verify allowed Intuit to implement this strategy rapidly and effectively. In just three months, the company scaled this service to over 200 countries and regions, with an impressive OTP deliverability rate of 94%.

The choice of Twilio Verify was pivotal, providing built-in redundancy and supporting both short and long codes, which are essential for a global operation. Additionally, Twilio’s attention to regulatory requirements and preferred routing options ensured that Intuit’s OTP messages reached customers without delay or complications. This level of reliability not only strengthens security but also builds user trust, ensuring customers can consistently access their accounts.

The importance of omnichannel experiences and security

In today’s omnichannel world, where customers interact with brands across multiple touch-points, consistent and secure user verification becomes a cornerstone of trust. By implementing solid user authentication measures like two-factor authentication, businesses communicate to their customers that their security is a top priority. Such measures not only protect customers from potential threats but also reinforce the brand’s commitment to safeguarding personal information.

Papaya Gaming secures users with Twilio Verify

Amidst a surge in online gaming, Papaya Gaming recognized the need to secure their platform against a corresponding rise in digital fraud. Driven by the understanding that passwords alone are no longer sufficient to protect user accounts from unauthorized access, they made a strategic shift away from traditional password-based authentication to SMS one-time passcode (OTP) verification.

One-time passwords (OTPs) provide users with a randomly generated string of characters used for authentication. Learn more about OTPs here.

By adopting SMS OTP verification, Papaya Gaming added an extra layer of security that was not only more robust but also user-friendly. This approach minimized the friction during the registration and login process, as users could quickly receive and enter a passcode without the need to remember complex passwords. The decision to use Twilio Verify allowed Papaya Gaming to implement this solution seamlessly, offering global coverage and the reliability needed for their growing user base. This shift successfully demonstrates the company’s commitment to secure and accessible gaming experiences.



“[User] trust is the most important thing for us since developing it is difficult, and losing trust is extremely easy. We consider trust in every experience we offer, which includes collaborating with a huge provider like Twilio.”

Andrey Birman CTO, Papaya Gaming


Jack Henry prioritizes robust security measures

Jack Henry, a company deeply entrenched in the financial services sector, understood the imperative need for ironclad security measures. Their collaboration with Twilio played a fundamental role in elevating their security infrastructure. Twilio’s Verify, Voice, SMS, and SendGrid’s email APIs integrated seamlessly into Jack Henry’s operations, offering a multi-layered security approach that was both sophisticated and user-friendly.

Twilio’s services ensure that Jack Henry’s sensitive financial interactions are protected through reliable user verification processes. This includes implementing two-factor authentication and secure communications channels, critical in defending against the prevalent threat of cyberattacks. The enhanced security measures not only safeguard client data but also instill confidence among users, assuring them that their financial transactions are always secure.

Discover the 5 best practices for seamless and secure user onboarding that satisfies customers while keeping both their accounts and your platform safe from day one.

Identity verification made easy: Leveraging Lookup Identity Match at Tradier

Identity verification is a crucial component for regulated businesses like Tradier, ensuring compliance with know your customer (KYC) and anti-money laundering (AML) regulations. Leveraging Lookup’s Identity Match, the top-tier trading platform found an innovative solution that utilizes phone-based identity verification to confirm user-supplied data—enhancing accuracy and significantly reducing customer interaction for validation by a whopping 90%.  

The company’s strategic partnerships with Twilio and SendGrid have resulted in a robust communications infrastructure, ensuring secure and reliable customer interactions. Confidently moving forward, Tradier continues to explore advanced security measures like Twilio’s Lookup SIM Swap service, which is geared towards combating SIM swap fraud. 

Minimize fraud and streamline user authentication with Twilio Verify and Lookup

In today’s rapidly changing digital environment, robust security measures must coexist with a fluid, intuitive customer experience. Intuit, Papaya Gaming, Jack Henry, and Tradier have already demonstrated the substantial benefits of combining user-friendly authentication processes with strengthened security, gaining customer trust as they expand their operations. 

With Twilio Verify, companies can maintain high engagement rates by streamlining the OTP process, making it as frictionless as possible for legitimate users to log in. At the same time, it provides robust protection against account takeovers, a critical concern in the digital space, where such incidents can have significant repercussions. Twilio’s approach targets the delicate balance between user convenience and stringent security, helping businesses to cultivate a trusted and authentic user base. 

A critical component of the user verification process, Twilio Lookup helps businesses minimize fraudulent activities without compromising the user experience. By using mobile identity signals, Twilio Lookup verifies the authenticity of phone numbers in real time, preventing the use of fake or stolen numbers during the signup process. This seamless approach is key to maintaining engagement while still enforcing rigorous security measures. 

Cement trust and elevate customer engagement

Twilio’s seamless verification solutions, such as Verify and Lookup, are essential to enhancing customer interactions and combating digital risks. By leveraging Twilio’s reliable, customer-focused tools, you can put your company in a position to earn your customers’ loyalty and accelerate growth. 

Talk to our sales team today and discover how Twilio can transform your user authentication system.

Vanessa Thompson is Vice President of Marketing leading a global integrated marketing team for Twilio's Communications products. Her expertise spans all facets of go-to-market including demand generation, growth, lifecycle, analytics, and product strategy. As a leader at Twilio, Vanessa helps execute Twilio's vision of being a globally trusted customer engagement platform (CEP), plus a named leader in communications platform as a service (CPaaS) and customer data platform (CDP) markets.