This chapter explores the multifaceted relationship between entomophilous flora and their primary pollinators, wild bees. It provides a comprehensive examination of the morphological traits employed by flowering plants to ensure successful pollination and reproduction. This chapter commences by delving into the mechanisms that attract wild bee pollinators. It explores a range of floral attractors, including visual cues, olfactory signals, and a combination of sensory information and volatile organic compounds (VOCs). Additionally, it delves into unique situations where floral attractors may defy convention. Next, it highlights the strategies employed by plants to transmit pollen efficiently to their pollinators. This includes a discussion on almost-closed flowers and the various techniques used by wild bee pollinators to collect pollen. Furthermore, it underscores the enduring partnership between entomophilous flora and wild bees, examining the dynamics of this coevolutionary relationship, such as the appearance and management of potential cheaters and the varying degrees of fidelity exhibited by wild bees toward the plants that they pollinate. Lastly, this chapter takes a broad view of the morphological traits of entomophilous flora across evolutionary timescales, considering how these traits have evolved to adapt to changing ecological conditions. By providing a global view of the intricate interplay between wild bees and flowering plants, this chapter offers valuable insights into their coevolution and mutual influence. Such knowledge is essential for the conservation of both wild bee populations and the diverse entomophilous flora that they support.