Phia Faces Allegations of Fraudulent Affiliate Practices

WHO:

TechCrunch - Phia is a shopping startup co-founded by Phoebe Gates and Sophia Kianni.

Techmeme - Phoebe Gates is the daughter of billionaire Microsoft Corp. co-founder Bill Gates.

WHAT:

TechCrunch - Phia is accused of a practice known as “cookie stuffing,” which involves taking affiliate credit for purchases it did not actually generate.

Techmeme - Phia has raised $43.5 million in funding.

HOW:

Techmeme - Phia appears to be using fake clicks or "cookie stuffing" to claim affiliate commissions.

(UPDATED July 11, 2026 01:26 UTC)

Phia, a shopping startup co-founded by Phoebe Gates, the daughter of billionaire Bill Gates, has raised $43.5 million in funding. However, the company is facing accusations of engaging in a practice known as "cookie stuffing," which involves taking affiliate credit for purchases it did not actually generate. Reports suggest that Phia may be using fake clicks to claim these affiliate commissions.