Phia Faces Cookie Stuffing Allegations in 2026

Phia, a shopping startup, is currently facing allegations of a practice known as 'cookie stuffing,' which allows companies to receive commissions for sales they did not generate.

According to a Bloomberg investigation, Phia has been accused of taking affiliate credit on purchases it did not earn, sparking controversy around the startup's business practices.

Phia was founded by Phoebe, the daughter of Bill Gates, and her friend Sophia Kianni, making the allegations particularly notable given the high-profile nature of its founders.

The practice of 'cookie stuffing' is a concern in the affiliate marketing industry, as it can lead to companies receiving undue credit and compensation for sales they did not actually contribute to.

Sources say the investigation into Phia's practices may have significant implications for the startup's reputation and relationships with partners, although the company has not yet commented on the allegations.

Source: techcrunch.com