Phia faces allegations of cookie stuffing, claiming affiliate credit for unearned purchases

Phia, a startup co‑founded by Phoebe Gates and Sophia Kianni, is under scrutiny for alleged misconduct. The company is accused of “cookie stuffing,” a practice that inflates affiliate referrals. Critics say Phia claimed affiliate credit for purchases it did not actually influence. The allegations suggest Phia earned commissions on sales it did not generate. The claim raises concerns about transparency in affiliate marketing. The issue was highlighted during TechCrunch Disrupt 2025. Gates and Kianni addressed the audience on the event’s second day. Observers will watch for any regulatory response or company statements.