Rate limiting is a simple yet effective strategy to prevent Distributed Denial of Service (DDoS) attacks by restricting access to resources via filters, such as IP addresses. It works by setting thresholds for concurrent users or connections and blocking requests when these limits are exceeded. Effective rate limiting requires identifying vulnerable areas, setting appropriate limits, implementing granular control, using dynamic adjustments, preventing false positives, and monitoring and logging system activity. By configuring rate limits according to best practices, organizations can strike a balance between security and usability, ensuring their systems remain resilient in the face of malicious traffic surges while maintaining optimal performance and user experience. Rate limiting also helps reduce the surface area of attack, curb costs due to unplanned traffic surges, and prevent outages, ultimately increasing revenue generation and delivering a seamless user experience.