Gates, who’s Invoice Gates’ daughter, based the app alongside Sophia Kianni.
In accordance with a number of reviews, the AI-powered buying plugin Phia used a tactic referred to as cookie stuffing to connect its affiliate code to gross sales it did not really drive. Phia, which launched final spring, was co-founded by Phoebe Gates — Invoice Gates’ daughter — and Sophia Kianni. Investigations by researcher Ben Edelman, Bloomberg and Capital One Buying all reportedly discovered situations of the browser extension claiming referrals by faux clicks, and even taking credit score for gross sales that different publishers ought to have gotten the fee for.
Edelman printed a detailed breakdown on how this labored, full with a video exhibiting Phia’s “affiliate hyperlink invisibly loaded right into a second tab” on iOS after visiting a product owner’s web site. It is price studying by.
Phia has blamed the problems highlighted within the investigations on a bug. In an announcement to Bloomberg, a spokesperson for the corporate mentioned, “Inside the final 24 hours, we had been made conscious that in a current launch our codebase was inflicting misattributions from a subset of customers. As quickly as we had been notified, our crew labored in a single day to establish, mitigate, and has since resolved the problem.” The function that enabled all of this rolled out in December 2025, Edelman and Bloomberg each reported.
