Key Takeaways
- Phia is accused of cookie stuffing, affecting its affiliate marketing practices.
- The startup has been suspended from Impact.com due to these allegations.
- Founded in 2025, Phia has raised over $40 million in funding.
- Investors include celebrities like Khloé Kardashian and Hailey Bieber.
Allegations Against Phia
Phia, a shopping startup co-founded by Phoebe Gates and Sophia Kianni, is facing serious allegations of engaging in a practice known as “cookie stuffing.” This method allegedly allowed the company to claim commissions for sales it did not actually facilitate, according to a recent investigation.
Impact of the Investigation
The investigation has led to Phia’s suspension from Impact.com, a prominent affiliate and influencer platform. Other companies, including Honey, have faced lawsuits over similar cookie stuffing claims.
About Phia
Founded in 2025, Phia has attracted more than $40 million in funding and boasts a roster of high-profile investors, including Khloé Kardashian and Hailey Bieber. The startup offers a browser extension that helps users find the best prices and discount codes across various retailers, earning commissions through affiliate marketing.
Details of the Allegations
The investigation revealed that when users visited an online retailer, Phia would open a new tab in the background. During checkout, it allegedly replaced referral codes from other affiliates with its own, allowing it to claim credit for purchases it did not earn.
Response from Phia
After the issue was brought to their attention, a spokesperson for Phia stated that necessary changes had been implemented to address the problem. However, it remains uncertain whether these adjustments will satisfy the retailers and affiliate partners associated with Phia.
Awaiting Further Comments
World Signal Post reached out to Phia for additional comments but has not yet received a response.