The station was once known as KWHO-FM, which shared call signs with what is now KKAT. Prior to 1995, KUBL was also known as KLTQ-FM and then KLZX, which became a competitor to KRSP-FM and carried a classic hits format.[3] On May 8, 1995 KLZX became KUBL, switching from classic rock to the current country format.[4][5][3] On September 13, 2022, KUBL was rebranded as "93.3 The Bull".[6]
In January 2023, the Lexi and Banks morning show was dismissed.[7]