Wouldn't it be more sensible to use the £24m just to provide better bus services?
The UK's Department for Transport is promising a £24 million ($30 million) contract to a tech biz that can help set up a wide range of data services to provide information on local bus services. The DfT said it expected that the provision of high quality, accurate and open data would "help passengers plan journeys, find best …
Everywhere i've lived (and that doesn't include London, in my case), the bus stops have always had the route numbers on them. And often a timetable pinned up on the post too. If you're lucky these days, there's a real-time display too (although usually the local app is more reliable and shows the same info). Plus if the stop is on Google Maps, that often lists them too. But I am, like you, often baffled when I go to other parts of the country and see bus stops with absolutely no info on them whatsoever. It's such an obvious thing to do. You have my sympathy.
They've had something like this in NL for ages: https://9292.nl/en
That's a travel planner, so must be built on some sort of open data service. Works nationwide: local busses, regional busses, trains, trams, metros (which, annoyingly, they refer to as 'subways').
Or am I misunderstanding something?