He ignores my messages but he keeps sending me messages

When someone ignores your texts but insists on sending you random stuff, what should you do?

The last time I sent him something was a wish for Easter, which he never replied. So I said enough, since he doesn’t want to respond to my texts, I will just let him text me whatever he wants his random stuff without bothering him ever again. I can’t imagine someone wishing me for Easter, Christmas, my birthday etc, and me reading the message without responding, that’s why I can’t understand his attitude. He never used to be like this.

Do you know why someone might act this way? Also, how should I deal with this? Should I just mute him and never open his messages again? Or should I keep on reading them and liking them just like I used to do?