God guides whom He pleases, and misguides whom He wills
The explanation:
The one deserving guidance : being kind-hearted, modest, cooperative with people, helps the poor, the widow and the weak, etc --> this one God will guide to know Him that He is One without associate or son or equal --> to admit him to Paradise in the afterlife
The one deserving misguidance: being a wrong-doer: he wrongs people, transgresses on their rights, and is proud over orphans, widows and the poor; and he is a hard-hearted etc --> this one God will misguide, and will not respond whatever proof and truth he may see.
So when the apostle (like Moses, Jesus or Mohammed) comes to people, he conveys to them the message from his Lord: the Creator the One without associate or son or equal--> he explains to them and they divide into two parties:
those who deserve the guidance will respond and believe;
and those who desreve the misguidace will disobey him and follow the suggestion of Satan and the devils so they will keep to their atheism and idolatry --> so they will go to Hell in the afterlife