Pro rata rights let an existing investor 'follow on' in future rounds in proportion to their current ownership, defending against dilution. They are a standard term in priced rounds for major investors and increasingly common in SAFE side letters at the seed stage.
For founders, pro rata is double-edged. It rewards loyal early investors and helps fill future rounds, but it crowds out new investors who want larger allocations and can complicate signaling if a major prior investor declines to participate.