Multi-allelic S-locus, containing pistil S-RNase and dozens of S-locus F-box (SLF), is known to take responsibility for genetic control of self-incompatibility (SI) in Plantaginaceae. Loss of SI is a prerequisite for mating system transition from self-incompatible to self-compatible, which is very frequent in flowering plants. The transition to selfing is excepted to have noticeable effects on adaptive potential and genome evolution. However, there have been limited comparative studies on the evolutionary shift and S-locus from genome-wide perspective due to lack of high-quality genomic data to date. The genus Antirrhinum has long been used as model plant to study self- incompatibility, here, through integrating sequencing data from multiple platforms, we present the chromosome-level reference and haplotype- resolved genome assembly of an A.hispanicum line, AhS7S8. Comparative genomics approach revealed that the self-incompatible A.hispanicum diverged from its self-compatible relative A.majus approximately 3.6 million years ago (Mya) just after Zanclean flood. The expanded gene families enriched in distinct functional terms implied quite different evolutionary trajectory of outcrossing and selfing snapdragon, and contributed to the adaptation of snapdragon with different mating system. Particularly, we successfully reconstructed two complete S-haplotypes spanning ∼1.2Mb, each consists of 32 SLFs and a S-RNase, as well as a pseudo S-haplotype from self-compatible A.majus. Multiple copies of SLFs derived from proximal or tandem duplication via retroelement-mediated way at a very early time, announcing the ancient history of S-locus. Furthermore, we detected a candidate cis-transcription factor associated with regulating SLFs expression, and two miRNAs may control expression of this TF in a higher position. In general, our abundant genomic data provide excellent resources to study mating system transition of snapdragon, and facilitate the functional genomics and evolutional research of S-RNase based self-incompatibility system.