For all mail except the first, the same thing that happens if you send a letter with no postage: the sender will receive a request to pay after delivery. If the sender is unknown the recipient will receive a request to pay (which can be appealed).
Germany's new stamps aren't stamped any more - a QR code gets scanned and logged instead - so people thought they were lucky when they received unstamped letters and decided to re-use the stamp. They got hit with a fine.
[1]: https://amp.cnn.com/cnn/2024/01/13/business/uk-post-office-f...