There are two ways  to WWE fight. I will say the fight is real but there is a script behind it. When you see wrestlers fighting brutally in the ring, you will notice that all the punches,stunts and so on are real, truly it is. They are trained for it.

The referee we see in the ring monitoring the fight is the one remembering them of what to do according to the script. The refree gets the information from the organizer(McMahon) or any one in charge of the fight through an ear piece. When ever we see the refree talking to the wrestlers, he isn't warning them,probably they've missed or forget some part of the script and he's reminding them on the next line of action. The winner of every match is already know before the match. Everything is scripted but the kick, slam,smack down and other forms of attack and defence is real and they get hurt in the process which is part of what makes it look real.

In conclusion, I will say WWE is scripted and there is no beef or whatsoever on the side of the wrestlers as it appeared to be on TV. The only thing that makes it look real is the physical encounter and the wound which is the risk every wrestler needs to face.