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Hi Denis,
Greatly appreciate your detailed sharing.
This is likely because the "publicly valid code-signing certificate" and "Trusted Publisher in Office policy" are not the same.
Refer to Registry entries for VSTO Add-ins - Visual Studio (Windows) | Microsoft Learn, for a VSTO application-level add-in deployed by MSI/WiX, Excel discovers the add-in from registry values such as Description, FriendlyName, LoadBehavior, and Manifest. Based on the documentation, the registry entries do not include a Publisher value that you can populate for that Add-ins screen.
About the user’s block, it is probably because their organization has enabled “Require that application add-ins are signed by Trusted Publisher”, and your signing certificate has not been added to the user’s or machine’s Trusted Publishers certificate store. A certificate can chain to a public CA and still not be in the Office/Windows Trusted Publishers list.
These are what I know about your situation so far. That said, for you to receive the best possible assistance regarding this issue, I recommend you sharing your situation in the Excel | Microsoft Community Hub. This forum is dedicated to Excel and is actively monitored by power users, Microsoft partners, and engineers who can provide step-by-step guidance and share best practices.
I apologize for redirecting you to another community, as I may not have the necessary skills and experience to solve your Excel issue. That said, this is the most effective help I can provide from my position so you can receive the most correct, specialized support for this situation.
Thank you for your understanding and I truly hope everything will be resolved soon.
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