[4] The station broadcasts an active rock radio format and is owned by iHeartMedia, Inc. WPLA serves as the primary entry point for the Emergency Alert System for the First Coast.

WPLA's radio studios are on Belfort Parkway in Jacksonville's Southside neighborhood, and the transmitter is off Hogan Road in the Arlington section.

[2] While WPLA saw its ratings rise after the frequency change, the station began losing ground when it had to split the alternative rock audience when 102.9 WXXJ (now WEZI) signed on in 2009.

[7] On April 18, 2012, the station flipped to adult hits as "107.3 Jack FM" (later adopting the call sign WWJK to go with the new Jack-FM branding).

[citation needed] On April 17, 2017, WWJK dropped the "Jack FM" brand and re-branded as "107.3 Jacksonville", with no change in format.