I built a model-driven app and launched last month. It served well for 2-3 weeks. I assigned 20ish per-app licenses to guest users.
I was able to add/remove users however I wanted. all of sudden, I couldn't add new users. What is strange is that if I removed existing users and tried to put them back to the app, the "assign a security role" dropdown was greyed out.
Please see the image.

It is not the license issue. I created a new environment and imported the solution into the new env but the dropdown box was still greyed out. Any idea of why this happened?