I found what the problem was. It has to do with application IDs. If you leave application to "any" and apply URL filtering profile with URL category, it only matches "web-browsing" and "ssl" app-ids for URL list regex. Anything else associated with that URL will be governed by predefined category containing it and get blocked. If you add the rest of app-ids exclusively (necessary for a webpage like wetransfer for example), then it will correctly allow traffic on that rule. That's why when I was matching with "any" in application field, I could see hits on specific rule but also see blocking from generic rule. web-browsing and ssl were matched in specific rule, wetransfer-base etc., matched further down in generic. Seems like "any" doesn't really mean any in the world of PA... Actually if URL requires only web-browsing and ssl app-ids it works even with URL category only, but there is a caveat. Rules with URL category only will ignore any other app-ids (even added exclusively) except web-browsing and ssl. Pretty convoluted I should say. Thanks for helping me 🙂
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