CC41A (hm-10 clone) not pairing to iphone

i have the cc41a running super basic code using software serial, and i have an app on the iPhone to check bluetooth connections, and a secondary app to connect to a bluetooth device and send data.

both apps show as connected, using the connect button in the apps. this is working fine.

what i would like is to pair the phone to the module, for automatic connectivity (as my car and headphones so)

is this a limitation of the cc41a, or is it a setting somewhere?