Wait, first you say your were changing firmware, then you say there was no firmware change. Which is it? Is the board running continuously for a day, or did you turn it on, measure the current, turn it off for a day and then do it again?
That confusion aside, I would suspect that something is heating up. As this device heats up, it draws more current. Maybe you've got a tantalum cap mounted backwards, something like that. Maybe something is oscillating; does the regulator have proper capacitors on the input and output? Have you measured voltages in your circuit? Have you looked at things with a scope?