diff --git a/README.md b/README.md
index 3fdc654..4051f4d 100644
--- a/README.md
+++ b/README.md
@@ -30,7 +30,7 @@ This repository provides `engflow_auth`, a [Bazel credential helper](https://blo
 
 ## Use
 
-1. Run `engflow_auth login [CLUSTER URL]` to obtain a credential. This prints a URL to visit in your browser.
+1. Run `engflow_auth login [CLUSTER URL]` to obtain a credential. This opens a URL in your browser.
 1. Visit the URL to complete the process, logging in if necessary. `engflow_auth` will download and store a credential in on your system's encrypted keyring.
 
 This process needs to be repeated after the credential expires, typically every 90 days.
diff --git a/cmd/engflow_auth/main.go b/cmd/engflow_auth/main.go
index 2fcb4a9..be4c678 100644
--- a/cmd/engflow_auth/main.go
+++ b/cmd/engflow_auth/main.go
@@ -47,7 +47,7 @@ const (
 )
 
 type appState struct {
-	// These vars are initialized by `build()` iff they are not pre-populated;
+	// These vars are initialized by `build()` if and only if they are not pre-populated;
 	// they should be pre-populated in tests and left nil otherwise.
 	userConfigDir string
 	browserOpener browser.Opener
diff --git a/internal/browser/browser.go b/internal/browser/browser.go
index 6f59e00..14e0d5f 100644
--- a/internal/browser/browser.go
+++ b/internal/browser/browser.go
@@ -18,6 +18,8 @@ import (
 	"fmt"
 	"net/url"
 	"os"
+	"os/exec"
+	"runtime"
 )
 
 type Opener interface {
@@ -26,11 +28,43 @@ type Opener interface {
 
 type StderrPrint struct{}
 
+func openURL(url string) error {
+	switch runtime.GOOS {
+	case "darwin": // macOS
+		return exec.Command("open", url).Run()
+	case "linux":
+		providers := []string{"xdg-open", "x-www-browser", "www-browser"}
+
+		// There are multiple possible providers to open a browser on linux
+		// One of them is xdg-open, another is x-www-browser, then there's www-browser, etc.
+		// Look for one that exists and run it
+		for _, provider := range providers {
+			if binPath, err := exec.LookPath(provider); err == nil {
+				err = exec.Command(binPath, url).Run()
+				if err == nil {
+					return nil
+				}
+			}
+		}
+		return fmt.Errorf("unsupported platform")
+	case "windows":
+		return exec.Command("rundll32", "url.dll,FileProtocolHandler", url).Run()
+	default:
+		return fmt.Errorf("unsupported platform")
+	}
+}
+
 func (p *StderrPrint) Open(u *url.URL) error {
 	fmt.Fprintf(
 		os.Stderr,
-		"Please open the following URL in your web browser to authenticate:\n\n\t%s\n\n",
+		`Attempting to automaticaly open the authentication URL in your web browser.
+If the browser does not open or you wish to use a different device to authorize this request, open the following URL:
+
+	%s
+
+`,
 		u,
 	)
+	_ = openURL(u.String())
 	return nil
 }