Weekdays on WFLA begin with a local morning program, The Ryan Gorman Show with co-host Dana McKay.

On weekends, WFLA carries Sunday Nights with Bill Cunningham, Armstrong & Getty, The Ben Ferguson Show and This Morning, America's First News with Gordon Deal.

Both WFLA-FM and WFLF carries many of the same nationally syndicated programming as WFLA, but all three stations have their own local shows and news.

WSUN was first authorized in October 1927, joining WFLA at 590 kHz, with this station now assigned a dual call sign of WFLA-WSUN, under shared ownership by the Clearwater and St. Petersburg Chambers of Commerce.

WFLA-WSUN's move to 620 kHz resulted in a nighttime interference complaint from another station on that frequency, WTMJ in Milwaukee, Wisconsin.

[11] Station manager Walter Tison began an investigation into whether there was a way that WFLA-WSUN could increase its nighttime power to a more acceptable level.

Working with T. A. M. Craven, a British engineer, Raymond M. Wilmotte, was engaged in 1932 to construct a then-theoretical antenna system that would reduce the signal sent toward Milwaukee.

[13] As an example of its effectiveness, engineer Wilmotte noted that at one point a telegram was sent from regulators in Washington asking why WFLA-WSUN was off the air, because an inspector located in Atlanta was not receiving the station when it employed the directional antenna.

[12] WFLA and WSUN were affiliates of the NBC Red Network, carrying dramas, comedies, news, sports, soap operas, game shows and big band broadcasts during the "Golden Age of Radio".

[14] In 1937, the joint ownership of WFLA-WSUN was severed, with the two stations continuing to operate on 620 kHz using a common transmitter, but separately licensed on a time-sharing basis.

From 1945 to 1949, WFLA carried a southern gospel show, which featured legendary bass singer J. D. Sumner and The Sunny South Quartet.

[18] An advertisement in the 1950 edition of Broadcasting Yearbook said that WFLA-AM-FM were the "most listened to" stations in "the heart of Florida's most heavily populated trade area".

Once network programming had shifted from radio to television, WFLA began a full service middle of the road format of popular adult music, news, and sports.

Other prominent alumni, from the days when the station concentrated on local programming, include Bob Lassiter, Jay Marvin, Dick Norman, Jack Ellery and Freddy Mertz.

Longtime news anchors and reporters Steve Hall and Sharon Parker were released in a 2019 iHeart round of layoffs.