Parking charge notice, from CPM

[Gwalters]

Hi guys, found this forum from an online search, looks very handy!
Received this letter today (29/03) as I am registered owner, the driver didn’t see the signs and is going to go back and get more photos of the signs (attached a picture found online)
this car park used to be free but only recently started charging, a small car park for a cafe and woods where people walk/bike etc
Is this worth appealing etc or just pay the reduced fee?
“offence” date 17/03
issue date 23/03
recieved letter 29/03

hope I have included all required info

thanks in advance!
edit: can’t seem to add photos

[Gwalters]

Sign

[Gwalters]

Letter

[ostell]

They appear to have got the wording correct so probably ly best to pay the reduced sum, much as I hate to say so.

before you do get the driver to complain to the owner of the cafe

[Gwalters]

Just read online the cafe is nothing to do with the land/parking
Is there nothing the driver can do if they just didn’t see the sign?
very annoying