Yes it is normal for the pH to go up when adding chloriniating liquid or bleach. As the chlorine gets consumed or breaks down from sunlight, the pH will drop back down.
With your CYA level, wait for the FC level to drop below 10 ppm though technically even 23 ppm FC with 40 ppm CYA is equivalent to only 1.4 ppm FC with no CYA (i.e. typical of what may be found in indoor pools that don't have CYA).
Richard
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