Web filtering blocking exempted web site

Fortigate 100F v6.0.6

a new website that users are trying to access was being blocked by the FortiGuard. I added the URL to the static URL filter initially with exempt option, but also tried with allow and monitor. it did change the message to show as belonging to a category that is blocked. I added a web rating override as it was being detected as newly registered domain, pointing it to custom category, custom1; this shows as allowed in the category list. since this still did not work I temporarily allowed the newly registered domain group as well, yet still get the block message. I suspect its getting hung up somewhere else, but not sure where I should be looking.