You get one free vote every 10 minutes. Strangely enough you can use those votes for your own pet. People with 8000 votes in first 24 hours have clearly parted with a lot of money to buy these votes. It's definitely a scam site preying on the vulnerable.

No it is not legitimate! There is no way to win anything if you're not one of the regular winners who seem to be related or connected to the owners of the company.

No you can vote for free! You only buy votes if you want to.

Can vote upto 20 times per day for your own pet and: or for whatever animal you are voting for. Need to wait ten minutes between votes.
If you enter a contest you can earn achievements which can be converted to votes. Some achievements convert to 500 or 1000 votes