Phia Faces Allegations of ‘Cookie Stuffing’: Accused of Claiming Affiliate Earnings Unrightfully
Phia, a shopping startup co-founded by Phoebe Gates, daughter of Bill Gates, alongside Sophia Kianni, is facing allegations of engaging in “cookie stuffing.” This practice may have allowed the company to claim commissions for sales it did not legitimately generate, as reported by an investigation from Bloomberg.
These findings have led to Phia’s temporary suspension from Impact.com, a prominent affiliate and influencer marketing platform. Other companies, including PayPal’s Honey, have faced lawsuits related to similar accusations of “cookie stuffing.”
Established in 2025, Phia has secured over $40 million in funding, attracting high-profile investors like Khloé Kardashian and Hailey Bieber. The company created a browser extension app reminiscent of Google Flights, designed to help shoppers find the best prices and discount codes across various retailers. Phia earns a commission on purchases made via its platform, leveraging affiliate marketing strategies.
The investigation revealed that when users visited an online store—regardless of whether they accessed it directly or through another affiliate—Phia would secretly open a new tab in the background. During processing at checkout, Phia would replace other affiliate’s referral codes with its own, thereby claiming credit for sales it did not legitimately facilitate.
After the issue was brought to Phia’s attention, a company representative informed Bloomberg that necessary adjustments were implemented. Subsequent checks by Bloomberg indicated that the problem had been addressed, though it remains uncertain whether these changes will satisfy the retailers and affiliate partners collaborating with Phia.
TechCrunch reached out to Phia for further comment but has yet to receive a reply.
This article was updated to provide clarification on the celebrity investors associated with the company.
