Perennial of the Convolvulaceae family, this species is widespread in the Mediterranean basin and southern Europe, from the Iberian Peninsula to Central Asia, passing through southern France, Italy, the Balkans, and Greece. It occupies dry grasslands, open garrigues, rocky slopes, edges of pine forests, and sunny calcareous grounds, from sea level to the lower mountain levels.
It forms an upright to slightly spreading clump, 20 to 40 cm in height, with semi-woody stems at the base, densely covered with a silky grayish pubescence that gives the whole plant a characteristic silvery appearance. The leaves are narrowly lanceolate to linear, sessile, grayish-green, also velvety. This upright habit and fuzzy foliage clearly distinguish it from the climbing or creeping convolvulus of the same genus.
The funnel-shaped flowers, of a bright medium pink, traversed by more pronounced streaks radiating from a pale yellow center, grouped in small terminal cymes, are borne on slender and pubescent stems. In its natural habitat, flowering extends from May to July. In cultivation, it can start as early as April-May depending on the climate.
It requires well-drained soil, preferably calcareous, poor to moderately fertile, in full sun exposure. Relatively hardy for the genus, it tolerates moderate cold provided the drainage is impeccable. It is well suited to dry rock gardens and Mediterranean-style gardens.