It was an early affiliate of the ABC radio network, but later changed to a locally programmed, personality-driven popular music station.

In 1966 it was sold to LIN Broadcasting for what was then a market record of over $2 million, but retained its popular music format and personality lineup until the early 1980s.

Consistent success was achieved although as a relative latecomer to the AM band in the postwar era, WBBF's coverage area had to be restricted to the east and west to prevent interference with other stations on the same channel (WWJ in Detroit and WIBX in Utica).

Schopp and the Bulldog, the afternoon show based at WGR, was heard on WROC from 2008 to 2011, but was dropped in summer 2011 without explanation (Entercom had ended or outsourced its other syndicated offerings at the same time).

WROC (both AM and FM) entered into an agreement to carry the Rochester Americans, the Sabres' AHL affiliate, starting in 2016.