The paid portion of the app is only if you wish to have access to the key parameters in real time (pH, water temperature, electricity conductivity). You will be able to use 100% of the device functions with the free app.
I don't think that's how those units work. A watt is a measure of energy/second (1 joule/second). It needs to be multiplied by a time to get a measure of energy.
23WH/day is also unbelievably low. A Chromecast draws 24WH/day just idling.
Given the grow lights, 550W probably is the power consumption. It would depend on how long the lights run per day, but an 8 hour on cycle would be 4.4kWH/day plus whatever it consumes without the lights for the other 16 hours (presumably a much smaller amount).