This is reinstating a service that has run previously. (Dates below are approximate)
About 20 years ago, there was a service B10 that ran about every 1½ hours between Clitheroe and Settle.
This was then changed to a service running between Clitheroe and Slaidburn every hour (alternating between the circuitous route via Dunsop Bridge and the direct service via Waddington), and a separate service running about 5 times a day between Slaidburn, Settle and Horton-in-R, with connections between the two at Slaidburn.
Subsequently, NYCC cut the service back from Slaidburn to Tosside when they started running it in-house, which seemed like nothing more than spiteful to avoid going into Lancashire, as the cost of fuel for those extra few miles when they had a driver and bus out there anyway would have been tiny.
Over time, the LCC-sponsored service between Clitheroe and Slaidburn was whittled down and by 2016 it was running a few journeys a day on a circular service (out via Dunsop Bridge, back via Waddington) on weekdays only, and was then cut altogether, leaving Whitewell, Dunsop Bridge, Newton and Slaidburn with no service at all except for a couple of summer Sunday Dalesbus routes for one or two years. It's great to see that LCC are using BSIP funding to right that wrong and reinstate services on what I would say is a very generous timetable.
Who is the operator of the new timetable? I have never heard of 21 Travel.
The timetable requires two buses. Interestingly one appears to run over the afternoon school peak in the afternoon the 15.50 Settle to Horton.
They appear to be a new company that is taking on a load of contracts right across North Yorkshire, both stage carriage and school services, as far afield as Ryedale, Harrogate and Settle. There's a suggestion that they have grown from a taxi and home-to-school transport operation based around Selby and Goole, although information online (including what appears to be their own website and Facebook pages) is incredibly sketchy and doesn't instil a whole lot of confidence.