Unnikrishnan G R helped launch Traffic N Bitcoin, a four-tier bitcoin-based cash gifting scheme, on October 12, 2016. The website, trafficnbitcoin.com, registered its domain on October 6, 2016, but kept ownership details private. Site visitors without a referrer ID received a message stating they were "invited by TrafficN Bitcoin."

Further investigation revealed a consistent referrer ID for "UNNIKRISHNAN G R" when attempting to register. This ID remained constant across different browsers and incognito modes, indicating an administrative role. The "TrafficN Bitcoin" referral is an obvious administrative account, suggesting Unnikrishnan G R served as a primary operator of the company.

Unnikrishnan did not work alone. A Facebook post from October 12, 2016, on his profile quoted Rozario Claudio. Claudio's post, dated October 9, stated, "Hey Friends I am excited to inform you that I am going to own a matrix website of my own. I am a partner with network marketing leaders like JO Sues, Raphel Rock, Abi Jith, Lavanya Sharath, Alena David, Bibin Aliasareeckal, Unnikrishnan GR, Akhil Kumar, Arun Kumar & Simon Hykins." Claudio's post invited interested parties to comment for access to a "secret fb group" for a pre-launch phase, with the website launching "probably on Wednesday or Thursday." Traffic N Bitcoin launched on Wednesday, October 12, aligning with Claudio's timeline.

The individuals named as Traffic N Bitcoin partners have prior involvement in numerous multi-level marketing schemes, often described as cash gifting or pyramid structures. Unnikrishnan, for example, previously promoted Matrix War, an eight-tier cash gifting program. Such schemes frequently resurface with new names and slight modifications, often attracting the same network of promoters.

Traffic N Bitcoin offered no retail products or services. Affiliates could only market membership in the scheme itself. Once signed up, participants made "gifting payments" to existing Traffic N Bitcoin affiliates. These payments were sometimes bundled with advertising credits, usable for displaying ads on the Traffic N Bitcoin website. These advertising credits are a common feature in cash gifting schemes, often serving as a thin veneer to mask the underlying gifting activity. Regulators widely consider such offerings as lacking genuine retail value or purpose.

The compensation plan centered on a four-tier cash gifting structure, tracked through a 3x4 matrix. This matrix placed an affiliate at the top, with three positions directly beneath them, forming the first level. Each of these three positions then branched into another three, creating nine positions on the second level. The third and fourth levels followed the same pattern, generating 27 and 81 positions respectively. A full 3x4 matrix held 120 positions.

Participants entered the matrix by making an initial gift payment. This payment went to the affiliate directly above them in the matrix. As new members joined below, they made gifts to their upline. This cascading payment structure relies entirely on a continuous influx of new participants. Once recruitment slows or stops, those at the lower levels of the matrix cannot find new members to make payments to them, resulting in widespread financial losses.

The Federal Trade Commission (FTC) and various state attorneys general have consistently identified cash gifting as a type of illegal pyramid scheme. These schemes are inherently unsustainable because they do not rely on the sale of legitimate products or services to end consumers. Instead, they depend on the recruitment of new participants who pay fees to those who recruited them. This structure ensures that only a small number of early entrants profit, while the vast majority lose their money. The "gifting" terminology is a legal evasion tactic, attempting to reframe illegal transactions as voluntary gifts. Victims of such schemes often find little recourse for recovery, as funds are typically transferred quickly and internationally, often through cryptocurrencies like Bitcoin. The FTC provides resources for reporting pyramid schemes and other fraud at reportfraud.ftc.gov.