RESOLVED!
After “programming” it numerous times, it finally started working. NOTE: Instructions are inconsistent. The included pamphlet says “hold on DOWN paddle” and press config 5 times, this following link says “hold down TOP of paddle” and press config 5 times. (the GIF video in the shows DOWN paddle) Resources | Wiring Schematics
I had to program on the switch due to inability to pair (see Tips for Blue 2in1 zigbee inclusion range - #68 by cvanover7)