The shopping startup Phia, co-founded by Phoebe Gates and Sophia Kianni, is facing fresh scrutiny over allegations that its software took credit for sales it didn't actually drive. According to reports, the founders pushed for features that engaged in a practice known as "cookie stuffing," which makes the app appear responsible for purchases it did not refer. The co-founders were reportedly aware of the practice for at least seven months. Phia, a startup that helps shoppers find and buy products, has come under renewed criticism for its alleged business tactics. The latest reports detail how the founders were involved in implementing the features despite knowing they overstate the app's role in driving sales. Neither Phoebe Gates nor Sophia Kianni has publicly commented on the accusations. The company has not issued a statement responding to the reports. The allegations raise questions about transparency in affiliate marketing, where apps earn commissions by tracking referrals. The practice of cookie stuffing is widely regarded as deceptive because it credits a sale to a party that did not genuinely generate it. The reports do not indicate any regulatory action, but the controversy adds to previous concerns about the startup's operations.