An _arc_ is a set of points, no three collinear. An arc is _complete_ if it is maximal with respect to set inclusion. So you are asking for the maximum size of a complete arc.
According to this paper, this appears to be a hard problem in general, although if $n$ is even, then your upper bound is attained, and if $n$ is odd, then it can be improved to $n+1$.
I was hoping to track down a proof for the $n$ even case (due to Segre) but it appears to be a bit too obscure. Hopefully you have better luck. Actually it's not clear to me if he "only" proved it for $n=2^k$.