Phia Accused of ‘Cookie Stuffing’ – Taking Affiliate Credit for Purchases It Didn’t Earn
Phia, a shopping startup co-founded by Bill Gates’ daughter Phoebe Gates and Sophia Kianni, has been accused of ‘cookie stuffing,’ a practice that allegedly allowed it to claim commissions on sales it did not generate.
Phia, a shopping startup founded in 2025 by Phoebe Gates (daughter of Bill Gates) and Sophia Kianni, is facing allegations of engaging in “cookie stuffing,” a deceptive marketing tactic that may have enabled it to earn affiliate commissions on purchases it did not actually facilitate.
According to a Bloomberg investigation, supported by findings from an independent consultant and a competitor, Phia’s browser extension would open a new tab in the background when a user visited an online retailer – even if the user arrived directly or through another affiliate program like Wirecutter. During checkout, Phia would override the referral codes from other affiliates and inject its own, thereby taking credit for the sale and potentially receiving a commission it did not earn.
After being alerted to the issue, a Phia spokesperson told Bloomberg that the company had implemented all necessary fixes. Bloomberg verified that the problem had been resolved. However, it remains unclear whether retailers and affiliate partners will be satisfied. As a result of the investigation, Phia has been suspended from Impact.com, a leading affiliate and influencer platform.
Phia has raised over $40 million in funding and boasts a star-studded investor list including Kim Kardashian and Hailey Bieber. The startup’s app functions as a browser extension, similar to Google Flights but for shopping, helping users find the lowest prices and discount codes. Similar “cookie stuffing” allegations have led to lawsuits against other startups, including PayPal-owned Honey, which is still facing a class-action lawsuit. TechCrunch reached out to Phia for comment but received no response.
