diff --git a/cmd/serve.go b/cmd/serve.go
index 9b3515c..4e3ee39 100644
--- a/cmd/serve.go
+++ b/cmd/serve.go
@@ -81,7 +81,7 @@ var flagsServe = append(
 	altsrc.NewIntFlag(&cli.IntFlag{Name: "visitor-message-daily-limit", Aliases: []string{"visitor_message_daily_limit"}, EnvVars: []string{"NTFY_VISITOR_MESSAGE_DAILY_LIMIT"}, Value: server.DefaultVisitorMessageDailyLimit, Usage: "max messages per visitor per day, derived from request limit if unset"}),
 	altsrc.NewIntFlag(&cli.IntFlag{Name: "visitor-email-limit-burst", Aliases: []string{"visitor_email_limit_burst"}, EnvVars: []string{"NTFY_VISITOR_EMAIL_LIMIT_BURST"}, Value: server.DefaultVisitorEmailLimitBurst, Usage: "initial limit of e-mails per visitor"}),
 	altsrc.NewDurationFlag(&cli.DurationFlag{Name: "visitor-email-limit-replenish", Aliases: []string{"visitor_email_limit_replenish"}, EnvVars: []string{"NTFY_VISITOR_EMAIL_LIMIT_REPLENISH"}, Value: server.DefaultVisitorEmailLimitReplenish, Usage: "interval at which burst limit is replenished (one per x)"}),
-	altsrc.NewBoolFlag(&cli.BoolFlag{Name: "visitor-subscriber-rate-limiting", Aliases: []string{"enable_rate_visitor"}, EnvVars: []string{"NTFY_ENABLE_RATE_VISITOR"}, Value: false, Usage: "enables subscriber-based rate limiting"}),
+	altsrc.NewBoolFlag(&cli.BoolFlag{Name: "visitor-subscriber-rate-limiting", Aliases: []string{"visitor_subscriber_rate_limiting"}, EnvVars: []string{"NTFY_VISITOR_SUBSCRIBER_RATE_LIMITING"}, Value: false, Usage: "enables subscriber-based rate limiting"}),
 	altsrc.NewBoolFlag(&cli.BoolFlag{Name: "behind-proxy", Aliases: []string{"behind_proxy", "P"}, EnvVars: []string{"NTFY_BEHIND_PROXY"}, Value: false, Usage: "if set, use X-Forwarded-For header to determine visitor IP address (for rate limiting)"}),
 	altsrc.NewStringFlag(&cli.StringFlag{Name: "stripe-secret-key", Aliases: []string{"stripe_secret_key"}, EnvVars: []string{"NTFY_STRIPE_SECRET_KEY"}, Value: "", Usage: "key used for the Stripe API communication, this enables payments"}),
 	altsrc.NewStringFlag(&cli.StringFlag{Name: "stripe-webhook-key", Aliases: []string{"stripe_webhook_key"}, EnvVars: []string{"NTFY_STRIPE_WEBHOOK_KEY"}, Value: "", Usage: "key required to validate the authenticity of incoming webhooks from Stripe"}),
diff --git a/docs/releases.md b/docs/releases.md
index 0ae984d..ebaf797 100644
--- a/docs/releases.md
+++ b/docs/releases.md
@@ -7,6 +7,7 @@ and the [ntfy Android app](https://github.com/binwiederhier/ntfy-android/release
 **Features:**
 
 * Support SMTP servers without auth ([#645](https://github.com/binwiederhier/ntfy/issues/645), thanks to [@Sharknoon](https://github.com/Sharknoon) for reporting)
+* Add `visitor-subscriber-rate-limiting` flag to allow enabling subscriber-based rate limiting (off by default now, [#655](https://github.com/binwiederhier/ntfy/pull/655), thanks to [@karmanyaahm](https://github.com/karmanyaahm) and [@p1gp1g](https://github.com/p1gp1g) for help with the design)
 
 **Bug fixes + maintenance:**