It may seem slow at the start but keep playing. Most of the other features starts to unlock at level 5. Before that however, they're invisible. Keep that in mind before you immediately think it's boring. It'll be great unlocked features if you're the competitive type.
It's a little p2w. The ranking system is based on number of cats so it doesn't really take away any fun from the game if you stay as free to play.
It even has mini games to play so you can earn more money. You don't have to rely on ads all the time. They're quite refined too. They're similar to casual games you'd see here and there in the app stores.
It's pleasant game to have and I'm glad I gave it a try.