No refunds due to non disclosed policies

I had done a booking with limetime Shuttle to travel to Pretoria on Thursday. Tuesday morning and I made a payment at that moment. I use the same banking with them and I sent through my proof of payment. However my booking was only confirmed on Wednesday. Due to a family emergency I had to cancel my travel arrangements and attend to my family however limetime Shuttle only informed me upon my cancellation that their policy doesn't allow a full refund with a 24 hour cancellation. I was scheduled to travel in the early hours 6:00 am and arrival 9:00am as their indication. The consultant said they would not refund as I had taken a spot for someone else. As a customer and a person who was in need of the refund to travel and attend to my family it had left a bad impression about the company and suggests that Citybug is the best option despite the prices their policies seem to be more fair. To limetime Shuttle and the consultant I am disappointed.