Pragmatic failure is an issue usually occurring in cross-cultural communication when L2 learners cannot express themselves appropriately. This study aimed to discern the factors leading to cross-cultural pragmatic failure (CCPF) and the challenges EFL learners face in trying to overcome miscommunication problems. Following a qualitative research design, in the first study phase, one of the researchers observed 10 EFL teachers’ classes for 90 minutes each, twice a week during the term to take the required field notes for further analysis. To obtain more in-depth information, in the second phase, semi-structured interviews were conducted with 20 EFL teachers and learners, and the data were collected. The EFL teachers were from private English language institutes, and the student participants were EFL learners studying either in state-run universities or private language centers. The results of the thematic analysis revealed that EFL classroom context, time and budget, assessing pragmatic knowledge, ELT textbook, and teacher education were perceived as the causes of CCPF by the interviewees. Moreover, the extracted themes associated with learners’ challenges included linguistic incompetency, investing insufficient time and effort, psychological factors, cultural and sociocultural differences, inappropriate teaching methodology, and teachers’ pragmatic competence.
