| P | A | Y | ||
| M | E | |||
| R | E | A | L | |
| M | O | N | E | Y |
This is a maximise-the-sum cryptarithm: PAY + ME + REAL = MONEY, using nine letters P, A, Y, M, E, R, L, O, N, each a different digit. We want MONEY as big as possible, then read off which digit never gets used.
Start from the outside in. PAY + ME + REAL can add up to at most 999 + 99 + 9999 = 11097, so the leading digit M of MONEY can only be 1, and it comes purely from a carry. Because M = 1, the thousands column (R plus a possible carry from the hundreds column) must total exactly 10, which forces R = 9 and O = 0.
Next, the units column: Y + E + L must end in Y again, which only works if $E+L$ is a clean multiple of 10. With two different nonzero-ish digits, that means $E+L=10$, sending a carry of 1 into the tens column.
Putting the letters back in: PAY = 736, ME = 18, REAL = 9832, and $736+18+9832=10586$. That is the largest value MONEY can take under the rules of the puzzle.
The nine letters use the digits 0, 1, 2, 3, 5, 6, 7, 8, 9 between them. Scanning 0 through 9, the digit 4 is the only one that never appears, so it is the digit left unused. Options showing 1, 2 or 3 do not work, since those digits are already used by M, L and A.
It helps to double check by trying to push any single letter higher and seeing it break something else. If we try to raise N above 5 (say N = 6), the hundreds-column rule $P+E+c=N+10$ forces $P+E+c=16$, which needs P and E close to their top values, but the leftover digits after fixing M, O, R do not allow both P and E to be that large while also satisfying the tens-column rule linking A and E. In the same way, trying E = 7 or E = 5 instead of E = 8 changes L to 3 or 5 through $E+L=10$, but then no valid A is left that satisfies $2A+2=E+10c$ with a whole-number, non-repeating result. So the assignment P=7, A=3, Y=6, M=1, E=8, R=9, L=2, O=0, N=5 is not just a good guess, it is the only one that survives every check.
Let's summarize: