Update 3/4: In addition to 1590 KLRK and 101.3 K267AI, the “La Caliente” format is also now airing on 106.9 KOOV (was KHLE) Kempner/Killeen. 106.9 had been simulcasting Urban “104.9 The Beat” KWBT Bellmead/Waco.
Original Report 2/28: Just shy of its first birthday, “101.3 Bob-FM” 1590 KLRK/101.3 K267AI Waco is no more.
The M&M Broadcasters station has flipped today to Regional Mexican “La Caliente“. The move places the station in direct competition with Prophecy Media’s “La Ley 104.1” KWOW. That station ranked in a third place tie with M&M’s Rhythmic CHR “104.9 The Beat” KWBT.
KLRK debuted its previous “Bob-FM” identity on February 29, 2012 as part of a cluster shuffle that saw sister Hot AC “Mix 92.9” KRMX become Texas Country “Shooter-FM“.
Chip 
Clustermate KHLE 106.9 Kempner TX/Killeen changed calls to KOOV March 1. Those calls are well-known to the area…the present day urban AC KSSM 103.1 was long-time country KOOV “K-Double O-V.”
Just verified that 106.9 KHLE is now simulcasting KLRK as opposed to 104.9 KWBT as well.