Somebody else started a thread about this the other day. It's the same if you're ordering a provisional licence for example.
It's annoying that it's one of the first things which comes up when you google too. It is a rip-off service and quite carefully worded though if you read, they are nothing but honest about the fact that they merely offer a checking service. I only recently learnt to drive so saw the site at the time. Very annoying to be caught out by it I'd imagine.
This is a warning to anyone who loses and needs to replace their driving licence. DVLA charge only £20. Go to: https://www.gov.uk/browse/driving
DON'T MAKE THE MISTAKE I'VE JUST MADE and pay £60 for a load of forms from: DRIVING LICENCE UK ( https://www.drivinglicence.uk.com ) This is a rip-off service and their phone number is a premium rate, never-ending recorded message likely to cost around £10. Please warn everyone you know not to use these people!