Abstract Phenolic compounds (phenolics) are secondary metabolites ubiquitous across plants. The earliest phenolics are linked to plants' successful transition from an aquatic to a terrestrial environment, serving as protection against damaging ultraviolet (UV) radiation, and as antioxidants to reduce oxidative stress in an atmosphere with an increasingly high O 2 :CO 2 ratio. In modern plants, phenolics are best known for the defense against fungal and bacterial pathogens and as antifeedants that deter herbivory. Phenolics also play a role in seed dormancy, delaying germination, and lengthening viability in the seed bank. Many plants' seeds are endozoochorous – dispersed by animals, like birds, who eat and later excrete the seeds. Plants send visual signals to attract birds with UV‐sensitive (UVS) vision for pollination and seed dispersal. As fruits ripen, antioxidant activity and phenolic content decrease. The waxy cuticle of fruits increases in UV reflection as phenolic rings, which absorb UV light, degrade. The UV contrast that birds detect may act as an honest signal, indicating nutritional changes in the fruit. However, there is little evidence to support the evolution of UV coloration during ripening being driven by frugivore selection. Antioxidant properties of fruit phenolics may be dually adaptive in plants and avian frugivores.