Yeah, this one's common. The printer's Cartridge Policy might be blocking non-authorized cartridges, or the chip on the new cartridge is damaged.
First, check the cartridge physically. Remove it and verify the orange sealing tape is completely removed. Check the little gold memory chip for any scratches or damage. If it's damaged, the cartridge is defective.
IF THAT DIDN'T WORK: You need to disable the Cartridge Policy in the printer's settings. Open the Embedded Web Server (EWS) in a browser. Go to the System tab, select Supply Settings. From the Cartridge Policy drop-down menu, select 'off' and click Apply.
HEADS UP: HP+ models require Original HP cartridges in official HP packaging. Refilled or remanufactured cartridges will not work as expected.