Hey! Sorry I'm late. If you have any specific questions about pet leveling and how to go about it, ask away. I have this posted in my thread but I'll do a quick run-through of my process.
This is how my system works:
1. I level pets ahead of time out of my own collection.
2. The client and I agree on a price for the lvl 24/25 pets they want. (Some prefer pets leveled to 24 for the achievement.)
3. I go to the client's server and trade my pets for their low level pets and the agreed upon payment.
Though these days I tend to do step 2 before step 1, I've found this is a good system. It removes the trust issue of handing over pets for someone to level and hoping they decide to give them back as agreed - which is good, but it does also mean I cannot level pets I do not have. So there's a small section of expensive trade-able pets that I miss out on business with, and I'm okay with that.
So, how do you start a leveling service? I started by contacting those who advertized needing pets leveled especially if I had those pets already at or close to 25, and getting paid. Once I felt comfortable enough with it, I made my own thread and let the customers come to me instead. ((Tip: It is good to be clear about what breed is expected in return from both parties on the pets where multiple breeds are available. Some people care, others do not.))
As far as what prices can be demanded, what is your time worth? My prices right now are 1k per lvl 25 pet, or a roughly equivalent value in pets. You can charge what you like, and adjust your prices to the response. If you get swamped with work, perhaps you can afford to go up a bit. If no one's inquiring about your service, perhaps your prices are too high. I have accepted gold, pets that I have not collected yet, Blizz store pets, and even upgrade stones as payment for my services to date.
As far as rules, I don't know what you mean. Asking for real cash is against the ToS, but other than that... the guidelines that serve any other in game business apply: Keep up with your thread, be clear when you are going to be available in game to chat and exchange pets, be friendly and answer questions promptly, don't back out of an agreement unless it is unavoidable... etc.
Tenshiame seems to have answered the question about stones. I hope I was helpful too, even though I'm a day late!