I just did some tests and I see that although Google has set the limit to 10 SMS per day, as of September 1st it no longer works with the NO-COST plan.
Now to use the phone identification via SMS, you must have a BLAZE plan, even if you do not exceed 10 SMS per day.
You have to enable billing in your project.
For the case you are running out of free calls google want to charge you. For this you need to have an authenticated payment-method added to your account.
You should have got a email in this regards in the past already.