The station is owned by iHeartMedia, Inc., and it broadcasts an adult contemporary radio format, switching to Christmas music for part of November and December.

[4] Its call sign was WVMI-FM and it was owned by New South Communications, along with WVMI 570 AM (now off the air).

WVMI-FM's original frequency was 106.3 MHz, powered at 3,000 watts, a fraction of its current output.

It later moved to 93.7 MHz, coupled with a power increase, allowing it to be heard across numerous Gulf Coast cities.

A series of ownership changes and format flips ensued and WQID found itself in a ratings slump in the early 1990s.