Phia Confronts Allegations of ‘Cookie Stuffing’ and Unauthorized Affiliate Credit Claims

Phia, a startup in the shopping sector co-founded by Phoebe Gates, the daughter of Bill Gates, and Sophia Kianni, has faced allegations of employing a strategy known as “cookie stuffing.” According to a Bloomberg investigation, this method may have enabled the company to claim commissions on sales they did not actually facilitate.

The findings have sparked considerable backlash, leading to Phia’s suspension from Impact.com, a major platform for affiliates and influencers. Other companies, like Honey, owned by PayPal, have also encountered legal challenges over similar “cookie stuffing” claims.

Founded in 2025, Phia has attracted over $40 million in funding and counts prominent investors like Kim Kardashian and Hailey Bieber among its backers. The startup has developed a browser extension that operates like Google Flights, but for shopping, assisting users in finding the best prices and discount codes from various retailers. Phia earns commissions on purchases made through its platform through affiliate marketing.

The Bloomberg probe, along with insights from an independent consultant and a rival, uncovered that if a user visited an online store—regardless of whether they arrived directly or via another affiliate like Wirecutter—Phia would covertly open a new tab. During the checkout process, Phia would swap out referral codes from other affiliates with its own, enabling it to claim credit for sales it did not generate.

When the matter was raised with Phia, a spokesperson told Bloomberg that all necessary corrections had been implemented. A subsequent check by Bloomberg confirmed the issue had been addressed, but it’s still unclear if this remedy will appease the retailers and affiliate partners working with Phia.

TechCrunch has reached out to Phia for additional comments but has not yet received a response.