WMUV began targeting the Jacksonville area in 1965 as WIOI-FM. On June 3, 1991, it became WOKV-FM. The station later began airing Christian radio programming as WBYB (1993–1995), classic rock as both WWRD (1995–1996) and WWRR Arrow 100.7 (1996–2005), and oldies as WKQL Kool 100.7 (2005–2006). On October 20, 2006, WKQL became the eighth station in the United States to adopt the rhythmic hot ACMOViN' format and changed the call sign to WMUV.
On February 18, 2009, at 10 a.m., the rhythmic format was dropped and the station switched to classic country as Country Legends 100.7. On the morning of February 23, 2013, WMUV segued from classic country to mainstream country music, as Country 100.7. On April 18, 2013, WMUV rebranded as 100.7 The Bull and shifted its focus towards Southern Georgia.[4] Although no longer an exclusively classic country station, the station still featured a heavy (largely 1990s) gold base to its playlist.
On January 3, 2015, after being acquired by Chesapeake-Portsmouth Broadcasting, WMUV and sister station WSOS-FM flipped to Christian AC as The Promise. [5] On April 5, 2016, WSOS-FM flipped to a simulcast of WBOB Jacksonville.
