PremiseDarwin proposed that self‐pollination in allegedly outcrossing species might act as a reproductive assurance mechanism when pollinators or mates are scarce; however, in natural populations, the benefits of selfing may be opposed by seed discounting and inbreeding depression. While empirical studies show variation among species and populations in the magnitude of reproductive assurance, little is known about the counterbalancing effects of inbreeding depression.MethodsBy comparing the female reproductive success of emasculated and open‐pollinated flowers, we assessed the reproductive assurance hypothesis in two Mexican populations of Ipomoea hederacea. In one population, we assessed temporal variation in reproductive assurance for three years. We evaluated inbreeding depression on seed production, seedling germination, and dry plant mass by contrasting self‐ and cross‐hand pollination treatments in one population for two years.ResultThe contribution of self‐pollination to female reproductive success was high and consistent between populations, but there was variation in reproductive assurance across years. Inbreeding depression was absent in the early stages of progeny development, but there was a small negative effect of inbreeding in the probability of germination and the mass of adult progeny.ConclusionsSelf‐pollination provided significant reproductive assurance in I. hederacea but this contribution was variable across time. The contribution of reproductive assurance is probably reduced by inbreeding depression in later stages of progeny development, but this counter effect was small in the study populations. This study supports the hypothesis that reproductive assurance with limited inbreeding depression is likely an important selective force in the evolution of self‐pollination in the genus Ipomoea.