The construction permit for a new station on 107.3 in Atlantic City, New Jersey, was granted the random WZZP call sign on March 17, 1997.

Chief engineer Tom McNally was the first voice heard on the station, as a "conducting equipment tests" message aired between the music.

At 3 p.m. on June 29, 1998, the real format and name finally debuted: "Cat Country 107.3", with "Fancy" by Reba McEntire as the station's first song.

In July 2001, Citadel Communications sold WPUR and its Atlantic City sister stations to newly formed Millennium Radio Group for $19.4 million.

WPUR is a class B1 FM radio station, operating with 25,000 watts ERP from an antenna 94 meters (308 ft) high (HAAT) on the WFPG tower in Atlantic City.

Until early 2008, WPUR's antenna was located on the roof of the Trump Taj Mahal casino on the Atlantic City boardwalk.