The phrase became closely associated with Javier Milei during his rise to the Argentine presidency in 2023, when he repeatedly used 'no hay plata' to explain his austerity argument that the state had no money to spend. Clips of the line spread widely on TikTok, WhatsApp and political meme pages in Spanish-speaking communities, then crossed over as a general reaction sound. It is now used far beyond politics, as shorthand for being broke, refusing a purchase, or shutting down any plan that would cost money.