For automatic SMS retrieval to work, SMS length has to be under 64 bytes. This means currently that for English SMS template, the app name has to be 11-14 characters. Play Console allows max 30 characters. Firebase doesn't allow customers to modify the SMS template contents themselves. Now I'm working around by utilizing some other languages, that will fit below 64 bytes with current app name.

Two options I suggest to achieve this:
1) Modify the English SMS template: remove unnecessary filler words and make it shorter, so that it will fit to 64bytes with max 30 char app names.

or

2) Add support to Firebase SMS Templates for English variants, so those could be used solely for sending out OTP SMS with shorter app names set in the Store listing.