WCF has an established architecture and a strong focus on configuration straight out of the box.
The upside of WCF is that this supports a wide degree of change with minimum recompilation of binaries.
The downside is that it comes with its own learning curve ... and depending on one's tastes, a strong bias towards XML configuration.
If you're a dev, you might find Web API a more appealing fit.
If you're a sys admin, you might find WCF a more appealing fit.