OTPless on new websites

1. OTPless appeared on about 150 new sites in the last 30 days.^[1]
2. Almost all new OTPless sites also use Google Tag Manager.
3. It is unusually common on .in domains: 53% of the domains running it, against 3.6% of domains across new sites.

The line is the 7-day average share of new sites that use OTPless, since 10 September.

#	Movement	Tool	Share of all sites	Share of category	Bar
1	–	Google Sign-In	1.7%	62.3%
2	▲1	Clerk	0.5%	16.7%
3	▼1	Auth.js	0.4%	15.7%
4	–	Google Identity Platform	0.1%	2.3%
5	▲4	Privy	<0.1%	1.1%
…
10	▼1	OTPless	<0.1%	0.6%

All-time shares across the new sites we track: of all of them, and of the sites using any Auth tool. All 172 in Auth

Tool	Sites with both	vs all new sites	Bar
Fastrr	919	5959x
Shiprocket	872	5220x
Usercentrics	858	450x
Facebook Pixel	598	19x
WebMCP	655	17x

Tools that turn up far more often on OTPless sites than on new sites in general, and how many times as common each one is there.

7 of the 930 sites using OTPless are product launches we list individually. The other 923 are new business and personal sites: they count towards the figures above but are not listed here. A watch sends them to you.

• Maison D'Arome maisondarome.in
• GrunX grunx.in
• Afsfireball afsfireball.com
• Cladure cladure.in
• Tezvi tezvi.in
• kuushow kuushow.com

Site	Found	Also detected
Maison D'Arome maisondarome.in · E-commerce · India	Oct 8
GrunX grunx.in · E-commerce · India	Sep 25
Afsfireball afsfireball.com · India	Aug 25
SmartBuyX — India's AI Commerce + Construction Super-App smartbuyx.in · India	Aug 21
Cladure cladure.in · E-commerce · India	Jun 29
Tezvi tezvi.in · India	Apr 17
kuushow kuushow.com · India	Apr 5

Watches, exports and the API give you all 930 sites using OTPless, from £15 a month.

1. These figures cover websites that went live since April 2026, not the web as a whole.
2. Country comes from what each site says about itself, such as a company registration, legal terms or a phone number, not just its domain ending. Too few sites state their country plainly for the usual count, so this one also counts single signals: a country domain ending, a phone number (for North America, its area code), a location the site declares in its own page metadata, or a country-specific vendor stack and the page language where they agree and nothing contradicts them. Read these as likely rather than certain.