Sage advice clearly rules it out:
Metamagic rules state you can’t use multiple Metamagic options on a single spell. Can you use one option multiple times?
A sorcerer can use one Metamagic option once in the casting of a spell, not the same option more than once. For instance, a sorcerer can’t quadruple the duration of a spell by spending 2 sorcery points on Extended Spell.
But the wording for metamagic in the actual rules:
You can use only one Metamagic option on a spell when you cast it, unless otherwise noted.
restricts how many Metamagic options you can use (one), not how many times you can use it.
For example, a duel might restrict me to using one sword in a fight, but that doesn't say I can't swing it 3 times.
Under that reading, you can use the same Metamagic option more than once. However, there are consequences to this reading that might result in poor results in other metamagics.
For one thing, you can extend a spell that was already extended, you can double then redouble and redouble using more sorcery points. That can get ridiculous; having a 1 minute spell that lasts 24 hours for 11 metamagic points is probably not intended.
Applying the rule of spell stacking (when two spells cause the same effect, they don't add up, only the greater one applies) to metamagic effects removes this problem, as doubling something and doubling again using an identical effect just ends up with it being doubled.
The other possible concern is that the reading would let you apply the same metamagic to the same ray more than once; but the "you must use the new roll" prevents that here. (Most reroll mechanics do this, and prevents them from stacking in general).
So, RAW, there is a reasonable reading that lets you do it. By Sage Advice, you cannot. But if you follow the reasonable reading that permits you to do it on more than once, you do have to also apply some "stacking" rules to prevent other metamagic from getting out of hand.