I don't think there are any repeat CloudRX costs, that is included in your £70 annual prescription fee.
They keep changing how this works which is a bit annoying and is one of the things that make people think they are being money-grabbing. It's just not good business really.
I've also been stung by having to change my prescription. I had my annual review and was told to increase gel, which I did - but it didn't help raise my serum estradiol levels. So then I had to pay about £100 to have a 10min phone consult to switch to Sandrena. Did that. Sandrena was a disaster, it was like I wasn't absorbing it at all and all my worst symptoms came back within 3 days (inner tremors and shaking all night). So then had to pay ANOTHER £100 for another phone consult to switch to Estradot patches. So it can all get ridiculously expensive. Fine when you are stable and on one appointment a year....