The short answer, explained
HMRC's starting position is that input tax needs a valid VAT invoice and a genuine business purpose before it can be reclaimed. When it questions your claims, it's usually because one or both of these is unclear from what it's seen.
Common triggers include large one-off claims, costs that look partly personal, entertainment expenditure, which is generally blocked regardless of invoices, and claims where the supplier's VAT registration can't be verified.
The right response is to produce the underlying invoices and explain, where needed, how the cost relates to your taxable business activity, rather than assuming the claim will simply be accepted because it's on your return.

