'Deploy to an Azure Web App with a private endpoint

I have configured an Azure Web App with a private endpoint and want to deploy to it using Azure DevOps. I have found this possibility using Azure Blob storage and Azure CLI: https://azure.github.io/AppService/2021/03/01/deploying-to-network-secured-sites-2.html

The following Azure CLI webapp deploy command:

az webapp deploy --name $WEBAPP --resource-group $GROUP --type zip --src-url  $ZIP_URL --async false

However gives the following Http 403 error: The web app you have attempted to reach has blocked your access.

I am using a service principal to login.

Any clues what I am missing here?

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