Microsoft is currently running a campaign to get users to move to the Authenticator app as their primary method, you can control this behavior via the portal UI as detailed for example here: https://learn.microsoft.com/en-us/entra/identity/authentication/how-to-mfa-registration-campaign#enable-the-registration-campaign-policy-using-the-microsoft-entra-admin-center
You can either exclude select users/groups, or disable the feature altogether.