River jam vs c/f

CO ($24.35)
Button ($32.85)
SB ($10)
BB ($10)
UTG ($29.24)
Hero (MP) ($26.69)

Preflop: Hero is MP with K, 10
1 fold, Hero bets $0.75, CO calls $0.75, 2 folds, BB calls $0.50

Flop: ($2.35) K, 9, 10 (3 players)
BB checks, Hero bets $1.75, CO calls $1.75, 1 fold

Turn: ($5.85) 6 (2 players)
Hero bets $5.50, CO calls $5.50

River: ($16.85) 7 (2 players)

Jam, or c/f ???? He is really bad by the way, like a 35/15 station. Trouble is, in that case, if we're beat by the river we might have been beat at the flop, checked the turn and he'd have just checked behind, so what to do - play a small pot, or get it in?