Restricted Service Licences in Britain are the broadcasting equivalent of pop-up shops: short-term, low-power, time-limited. Haven FM ran one in the summer of 1999, another in November and December of the same year, and two more during 2000. Each round built audience and political pressure. By the end of 2000, the founders had launched a full bid for a Pembrokeshire-wide commercial licence. Two rival applicants, More FM and Real Radio, applied for the same slot. In November 2001 the Radio Authority awarded the eight-year licence to Haven FM. The station promptly renamed itself, after a listener competition, Radio Pembrokeshire - more honest geography, harder to confuse with the dozens of other haven-named stations across the UK.

The original plan was studios in Haverfordwest, Pembrokeshire's county town. But the founders could not find a suitable building, and the station ended up nine miles east, at the Old School Estate in Narberth - close enough to the Carmarthenshire border that it could share resources with a sister station serving that county. Radio Pembrokeshire launched on Sunday 14 July 2002, broadcasting on 102.5 FM from the Haverfordwest transmitter near Woodstock, with low-power relay stations in Fishguard and Tenby on 107.5 FM. Within two years, the Narberth studios became home to a second local station, Radio Carmarthenshire. Radio Ceredigion followed in March 2010. The Old School Estate was suddenly the broadcasting hub for three Welsh counties.

Ownership shifted in 2006 when the founders sold to Town and Country Broadcasting, the company that would later become Nation Broadcasting. The new owners ran the station from Narberth for another decade. Then, in September 2016, Nation Broadcasting announced it was consolidating: the three county stations would all be moved to a single hub near the St Hilary transmitter on the outskirts of Cowbridge in the Vale of Glamorgan, two hours east. The switchover happened at ten o'clock in the morning on Tuesday 22 November 2016. Radio Pembrokeshire kept its name, its frequencies, and its hourly local news bulletins. But the studios where it had grown up were now empty, and most of the people behind the microphones were broadcasting from a building they would never see Pembrokeshire from.

Today the station broadcasts on 102.5 FM, 107.5 FM, and DAB, with most programming shared across Radio Pembrokeshire, Radio Carmarthenshire, and Bridge FM in Bridgend. The music is chart pop from the 1980s onward. Presenter-led shows run from 6 am to 7 pm on weekdays, with shorter weekend hours, and a Welsh-language music programme airs on Sunday evenings. Local news bulletins still go out hourly through weekday daytimes. As of June 2024, RAJAR put the weekly audience at 24,000 - a real number in a county whose total population is barely 124,000. The chapel in Pembroke where it all began has gone back to being a chapel. The studios in Narberth have been put to other uses. But the original frequency - 102.5 - still carries Pembrokeshire's voice through Pembrokeshire's airwaves, even if the voices themselves now travel through fibre-optic cable from a hilltop in Glamorgan before they reach the transmitter that throws them back over the Preselis.