It depends on your project and how you're trying to add them. Take a look at the permission scheme assigned to the project.
More than likely you'll need to add the user to a role in the project
Hi Andrew,
Basically, you'll need to configure the Project Permissions (https://confluence.atlassian.com/display/JIRA/Managing+Project+Permissions) of your project. Go inside the project > Administration > Permissions. There you'll see them and will be able to configure them accordingly.
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