A tab has two faces, and they are not the same shape
Look at the geometry and the whole page follows. The male half has two prongs, each ending in a tab that sits in a window in the female body. Each tab has two working faces: the one facing outwards, towards the part being pushed in, is a ramp of about thirty to forty-five degrees; the one facing inwards, towards the load, is a square face, almost a right angle.
That asymmetry is the design. Pushing in, the ramp rides against the front edge of the window and bends the prong inwards — it goes together easily. Pulling out, the square face jams against the back edge of the window, and the harder you pull the tighter it jams. A sound buckle cannot be pulled apart lengthways at all. It opens only one way: both prongs squeezed simultaneously, so both square faces clear their windows.
Which means the symptom has a precise reading. If a lengthways pull opens it, the square face is no longer square. The polymer — usually POM — has worn round on that edge after a few thousand openings, so what was a wall is now a ramp too. The buckle is not "loose" or "badly made"; it has lost the very feature that made it a buckle, and no adjustment brings it back. That is the fatigue case, and it is a replacement. And the strap being 25 mm with a 20 mm buckle is the other half of the story: an undersized buckle sits at an angle in the webbing and gets loaded on one prong only.
Three faults, three tests
It clicks but opens under load is the worn square face. Confirm it: pull lengthways firmly, and separately squeeze both prongs. A good buckle resists the first and opens on the second. If it opens on the first, replace the buckle — and buy by webbing width, because a 20 mm buckle on 25 mm webbing will fail the same way within a season.
It will not click, or does not sit flush is something in the window: sand, salt, a thread of webbing, or a prong that has been bent. Look into the windows with a light, pick anything out with a pin, and check that both prongs come out of the body evenly — one proud and one flush means a bent prong, and that is a replacement. Rinse and dry after a beach or a muddy trip; salt is abrasive and holds grit in place.
It is stiff both ways is usually the wrong size rather than dirt: a buckle half a size too small for the webbing squeezes the strap and distorts the body, so the prongs bind. Measure the webbing across its flat width with a ruler, not by eye — 20, 25 and 38 mm are the common widths
and they are only five millimetres apart.