diff --git a/nflog/nflog.go b/nflog/nflog.go
index a9ddd78f5d..54830bf9c8 100644
--- a/nflog/nflog.go
+++ b/nflog/nflog.go
@@ -399,7 +399,7 @@ func stateKey(k string, r *pb.Receiver) string {
 	return fmt.Sprintf("%s:%s", k, receiverKey(r))
 }
 
-func (l *Log) Log(r *pb.Receiver, gkey string, firingAlerts, resolvedAlerts []uint64) error {
+func (l *Log) Log(r *pb.Receiver, gkey string, firingAlerts, resolvedAlerts []uint64, expiry time.Duration) error {
 	// Write all st with the same timestamp.
 	now := l.now()
 	key := stateKey(gkey, r)
@@ -415,6 +415,11 @@ func (l *Log) Log(r *pb.Receiver, gkey string, firingAlerts, resolvedAlerts []ui
 		}
 	}
 
+	expiresAt := now.Add(l.retention)
+	if expiry > 0 && l.retention > expiry {
+		expiresAt = now.Add(expiry)
+	}
+
 	e := &pb.MeshEntry{
 		Entry: &pb.Entry{
 			Receiver:       r,
@@ -423,7 +428,7 @@ func (l *Log) Log(r *pb.Receiver, gkey string, firingAlerts, resolvedAlerts []ui
 			FiringAlerts:   firingAlerts,
 			ResolvedAlerts: resolvedAlerts,
 		},
-		ExpiresAt: now.Add(l.retention),
+		ExpiresAt: expiresAt,
 	}
 
 	b, err := marshalMeshEntry(e)
diff --git a/nflog/nflog_test.go b/nflog/nflog_test.go
index 8fbe747ed6..8bd98de6d2 100644
--- a/nflog/nflog_test.go
+++ b/nflog/nflog_test.go
@@ -322,7 +322,7 @@ func TestQuery(t *testing.T) {
 	firingAlerts := []uint64{1, 2, 3}
 	resolvedAlerts := []uint64{4, 5}
 
-	err = nl.Log(recv, "key", firingAlerts, resolvedAlerts)
+	err = nl.Log(recv, "key", firingAlerts, resolvedAlerts, 0)
 	require.NoError(t, err, "logging notification failed")
 
 	entries, err := nl.Query(QGroupKey("key"), QReceiver(recv))
diff --git a/notify/notify.go b/notify/notify.go
index d6c741fe47..f0691ba0eb 100644
--- a/notify/notify.go
+++ b/notify/notify.go
@@ -239,7 +239,7 @@ func (f StageFunc) Exec(ctx context.Context, l log.Logger, alerts ...*types.Aler
 }
 
 type NotificationLog interface {
-	Log(r *nflogpb.Receiver, gkey string, firingAlerts, resolvedAlerts []uint64) error
+	Log(r *nflogpb.Receiver, gkey string, firingAlerts, resolvedAlerts []uint64, expiry time.Duration) error
 	Query(params ...nflog.QueryParam) ([]*nflogpb.Entry, error)
 }
 
@@ -785,7 +785,13 @@ func (n SetNotifiesStage) Exec(ctx context.Context, l log.Logger, alerts ...*typ
 		return ctx, nil, errors.New("resolved alerts missing")
 	}
 
-	return ctx, alerts, n.nflog.Log(n.recv, gkey, firing, resolved)
+	repeat, ok := RepeatInterval(ctx)
+	if !ok {
+		return ctx, nil, errors.New("repeat interval missing")
+	}
+	expiry := 2 * repeat
+
+	return ctx, alerts, n.nflog.Log(n.recv, gkey, firing, resolved, expiry)
 }
 
 type timeStage struct {
diff --git a/notify/notify_test.go b/notify/notify_test.go
index 32bd29a1c3..b7f6c5e0ce 100644
--- a/notify/notify_test.go
+++ b/notify/notify_test.go
@@ -58,15 +58,15 @@ type testNflog struct {
 	qres []*nflogpb.Entry
 	qerr error
 
-	logFunc func(r *nflogpb.Receiver, gkey string, firingAlerts, resolvedAlerts []uint64) error
+	logFunc func(r *nflogpb.Receiver, gkey string, firingAlerts, resolvedAlerts []uint64, expiry time.Duration) error
 }
 
 func (l *testNflog) Query(p ...nflog.QueryParam) ([]*nflogpb.Entry, error) {
 	return l.qres, l.qerr
 }
 
-func (l *testNflog) Log(r *nflogpb.Receiver, gkey string, firingAlerts, resolvedAlerts []uint64) error {
-	return l.logFunc(r, gkey, firingAlerts, resolvedAlerts)
+func (l *testNflog) Log(r *nflogpb.Receiver, gkey string, firingAlerts, resolvedAlerts []uint64, expiry time.Duration) error {
+	return l.logFunc(r, gkey, firingAlerts, resolvedAlerts, expiry)
 }
 
 func (l *testNflog) GC() (int, error) {
@@ -553,12 +553,14 @@ func TestSetNotifiesStage(t *testing.T) {
 	require.NotNil(t, resctx)
 
 	ctx = WithResolvedAlerts(ctx, []uint64{})
+	ctx = WithRepeatInterval(ctx, time.Hour)
 
-	tnflog.logFunc = func(r *nflogpb.Receiver, gkey string, firingAlerts, resolvedAlerts []uint64) error {
+	tnflog.logFunc = func(r *nflogpb.Receiver, gkey string, firingAlerts, resolvedAlerts []uint64, expiry time.Duration) error {
 		require.Equal(t, s.recv, r)
 		require.Equal(t, "1", gkey)
 		require.Equal(t, []uint64{0, 1, 2}, firingAlerts)
 		require.Equal(t, []uint64{}, resolvedAlerts)
+		require.Equal(t, 2*time.Hour, expiry)
 		return nil
 	}
 	resctx, res, err = s.Exec(ctx, log.NewNopLogger(), alerts...)
@@ -569,11 +571,12 @@ func TestSetNotifiesStage(t *testing.T) {
 	ctx = WithFiringAlerts(ctx, []uint64{})
 	ctx = WithResolvedAlerts(ctx, []uint64{0, 1, 2})
 
-	tnflog.logFunc = func(r *nflogpb.Receiver, gkey string, firingAlerts, resolvedAlerts []uint64) error {
+	tnflog.logFunc = func(r *nflogpb.Receiver, gkey string, firingAlerts, resolvedAlerts []uint64, expiry time.Duration) error {
 		require.Equal(t, s.recv, r)
 		require.Equal(t, "1", gkey)
 		require.Equal(t, []uint64{}, firingAlerts)
 		require.Equal(t, []uint64{0, 1, 2}, resolvedAlerts)
+		require.Equal(t, 2*time.Hour, expiry)
 		return nil
 	}
 	resctx, res, err = s.Exec(ctx, log.NewNopLogger(), alerts...)