Short answer
The three usual causes are: the name does not match the passport exactly, the account is new and needs one in-person check at a station ticket office, or the payment card is rejected. Fix the name first — it accounts for the large majority of cases.
Cause 1: the name does not match
12306 compares your entry against the passport's machine-readable zone. Copy the ordering exactly, including hyphens and any middle names, and do not swap given and family names to match local convention.
Cause 2: first-time accounts
Some new accounts must be verified once at a staffed ticket office before online booking unlocks. Bring the passport you registered with. This is a one-time step and takes about 20 minutes.
Cause 3: the card, not the account
- Try booking inside the Alipay or WeChat mini-program instead, using a bound card
- Switch from debit to credit if the debit card is declined
- Buy at the station counter with cash or card as a guaranteed fallback
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Official sources
Policies and booking channels change — check the official channel before you rely on it.