Such pairing issues symtom are common when have interference and usually due not using a USB extension cable to get it away from the computer and other devices + make sure connecting it to a USB 2.0 port and not to a USB 3.0. Read and try to follow the linked guide, it mentions this several times and even has a video showing an example of how the radio adapter behaves when too close to the board.
That only refers to ZHA integration using the same TI Z-Stack serial protocol interface to communicate with those (it is also the same zigpy radio library for all Texas Instruments based adapters), read the ZHA integration documentation, it mentions this and refer to CC26x2 which includes newer CC2652 radios such as your specific adapter uses. Check out: ITead's "Sonoff Zigbee 3.0 USB Dongle Plus" (model "ZBDongle-P") based on Texas Instruments CC2652P +20dBm radio SoC/MCU