The Baggies legend scored 112 goals in 297 appearances for the club between 1977 and 1984 and earned five caps for England in the 1980s.
Together with Laurie Cunningham and Brendon Batson, Regis formed part of a playing trio at The Hawthorns - dubbed 'The Three Degrees' by manager Ron Atkinson - that were regarded as pioneering for black footballers.
The announcement of Regis's death was made in a post on the West Brom Former Players' Twitter account this morning, which read: "It is great sadness that the FPA announce the death last night from a heart attack of one of the Club,s great legends Cyrille Regis. Our sincere condolences go to his family friends and colleagues. RIP Big Man"
Regis, who retired from his playing career in 1996, was awarded an MBE in 2008 for his charity work and services to football.