It is owned by Coastal Television Broadcasting Company LLC alongside dual Fox/NBC affiliate WPBI-LD (channel 16).

Both stations share studios on South 18th Street in Lafayette,[1][2] while WPBY-LD's transmitter is located on McCarty Lane on the city's east side.

[4] The new owners then entered into a local marketing agreement with Star City Broadcasting, a partnership between Woodland and Waypoint Media, a company operated by Mike Reed.

Though it has always branded as "WPBY", it did not officially take on the WPBY-LD call sign until February 9, 2018,[5] following a swap with a station in Elmira, New York.

Sarah Blakely was the station's inaugural news anchor, broadcasting from a Waypoint-owned studio in Little Rock, Arkansas,[15] airing segments from Lafayette-based reporters.