This station first began broadcasting on July 15, 1969, as WCOV-FM, the FM partner to AM station WCOV (now WGMP) [REF].
The company changed the call letters of newly acquired AM station WBAM (now WMSP) to "WLWI" on March 11, 1985, so the FM station was assigned the current WLWI-FM call letters by the FCC on the same day [REF].