The genus Convolvulus takes its name from the Latin convolvere (to entangle), and includes some 250 species of plants and small shrubs distributed around the globe. The specific epithet refers to the abundant and long-lasting flowering of this species, which is also the largest of the genus.

This species is endemic to the Canary Islands, present on all the islands, although most abundantly on Gran Canaria, Tenerife, La Palma and La Gomera. It is typical of open, dry areas of thermophilic forest, with a preference for stony soils and somewhat dry slopes, also present in the cardonal-tabaibal, and likes the sun. The morphological variability (especially of its flowers and leaves) has led to the definition of up to four varieties: var. floridus (on all the islands), var. angustifolius (Gran Canaria, Tenerife, La Gomera and La Palma), var. densiflorus (Tenerife and La Gomera) and var. virgatus (Gran Canaria and Tenerife).

The flowers are generally white, although they can have pinkish tones, and appear in terminal panicles that are visually attractive and long-lasting. For this reason, and its hardiness, it is used as an ornamental.