Licensed to Lockport, New York, United States, the station serves the Buffalo-Niagara Falls area.

[3][4] From at least 1936 until 1948, the 1340 frequency on the Niagara Frontier was occupied by the original WEBR, which moved down the dial to 970 (now WDCZ) in 1948.

For most of the 21st century, WLVL was owned by Dick Greene, through his holding company Culver Communications.

In September 2022, WLVL owner Dick Greene announced his retirement and the sale of the station to Bill Yuhnke, who owns WEBR and Liberty Yellow Cab, a taxicab service in the Buffalo region.

[8] WLVL offers a morning drive time talk show hosted by John Maser with Hank Nevins (a frequent on-again off-again contributor to WLVL over the decades) as newsman, a tradio program, a "Dial-a-Deal" program in which listeners can buy gift certificates at discount prices, and a weekly sports talk program devoted to Niagara County sports teams.