Phia accused of cookie stuffing, taking affiliate credit for unearned purchases
7 reported1 unconfirmed
Shopping startup Phia, co-founded by Bill Gates’ daughter Phoebe Gates and Sophia Kianni, has been accused of “cookie stuffing,” a practice that may have allowed it to receive commissions and credit for sales it did not generate, according to a Bloomberg investigation. The report led to Phia’s suspension from Impact.com, a leading affiliate and influencer platform. Founded in 2025, Phia has raised over $40 million and counts Khloé Kardashian and Hailey Bieber among its investors. The startup’s browser extension helps users find lowest-priced items and discount codes, taking a commission through affiliate marketing. The Bloomberg investigation, along with findings from an independent consultant and a competitor, found that Phia would open a new tab in the background and override referral codes from other affiliates during checkout, injecting its own code to take credit for purchases. After the issue was flagged, a Phia spokesperson told Bloomberg that all necessary changes had been made, and a Bloomberg check confirmed the issue was resolved. It remains unclear if the fix satisfies retailers and affiliate partners. TechCrunch reached out to Phia for comment and received no response.
What’s reported
Phia is a shopping startup co-founded by Phoebe Gates and Sophia Kianni.
The company has been accused of “cookie stuffing,” according to a Bloomberg investigation.
Phia was suspended from Impact.com, a leading affiliate and influencer platform.
The startup raised more than $40 million and has investors including Khloé Kardashian and Hailey Bieber.
The Bloomberg investigation, an independent consultant, and a competitor found Phia would override other affiliate referral codes during checkout to take credit for purchases.
A Phia spokesperson told Bloomberg that all necessary changes were made, and Bloomberg confirmed the issue was resolved.
TechCrunch reached out to Phia for comment and received no response.
Open questions
It is unclear if the fix is enough to satisfy retailers and affiliate partners that work with Phia.
Key figures
Phoebe Gates, co-founder of Phia
Sophia Kianni, co-founder of Phia
Khloé Kardashian, investor in Phia
Hailey Bieber, investor in Phia
Phia spokesperson (not named)
Sources: TechCrunch
