Confusing Service

When we were waiting a bus at a bus stop. We found a information about 'bus text message service' in Essex. If you text this bus stop's unique code to the number, you can get the text with the next four departure times from this stop. I know many cities and towns in all over the world have this kind of service. Actually, I often used similar service in Japan, when I went out. It's a definitely nice service, but we were confused. 'What is BUS STOP'S UNIQUE CODE?' We couldn't find it on the board at first. Eventually, we found a tiny tiny little number on the edge of time table paper with what appears to be 'unique code'. I think they should show the unique code more clearly and efficiently, as their next step:)