Our comprehensive William Hill review for examines all aspects of this established UK bookmaker. With a focus on sports betting markets, competitive odds, promotions, and user experience, we provide an unbiased assessment to help you decide if William Hill is the right choice for your betting needs.
William Hill at a Glance
Contents
- 1 William Hill at a Glance
- 2 Current Welcome Offer
- 3 William Hill Review: Key Ratings
- 4 Company Background & Trust Signals
- 5 Sports & Markets Offered
- 6 Odds & Limits
- 7 In-play Betting
- 8 William Hill Promotions in 2025
- 9 William Hill Mobile App
- 10 Banking & Payment Methods
- 11 User Experience
- 12 Customer Support
- 13 William Hill: Pros and Cons
- 14 Final Verdict: Is William Hill Worth It in 2025?
- 15 William Hill Review FAQ
- Established: 1934
- Licenses: UK Gambling Commission (39225), Gibraltar Gaming Commission
- Owner: 888 Holdings PLC (Evoke)
- Customer Fund Protection: Medium Level
- Min Deposit: $10
- Min Withdrawal: $5
- Payout Speed: 1-5 business days (payment method dependent)
- Security: 128-bit SSL encryption, Two-factor authentication
Current Welcome Offer
Bet $50, Get $50 in Free Bets
- New UK customers only
- Minimum $50 qualifying bet at odds of 1/2 (1.5) or greater
- Get $50 free bets
- Free bets valid for 30 days
- Mobile sign-up required
Get anywhere from $50 up to $50 on your first deposit depending on the state using the William Hill sign-up offer.
William Hill Review: Key Ratings
Sports & Markets
Odds Quality
Mobile Experience
Banking & Payments
Promotions & Offers
Customer Support
Company Background & Trust Signals
Founded in 1934, William Hill is one of the UK’s oldest and most trusted bookmakers. With nearly a century of experience, the company has evolved from high street betting shops to a comprehensive online betting platform while maintaining its reputation for reliability and fair play.
William Hill operates under a UK Gambling Commission license (number 39225) and is also licensed by the Gibraltar Gaming Commission, ensuring compliance with strict regulatory standards. The company is currently owned by 888 Holdings PLC (recently rebranded as Evoke), following a £2.2 billion acquisition in 2022.
Security is a priority, with 128-bit SSL encryption protecting all customer data and transactions. The UKGC has rated William Hill’s customer fund protection as “Medium,” meaning funds are kept in separate accounts from business operations but aren’t fully guaranteed in the unlikely event of insolvency.
Sports & Markets Offered
William Hill offers one of the most comprehensive sports selections in the UK betting market, with 35+ sports available at the time of our review. The depth of markets is particularly impressive, especially for popular UK sports.
Football
William Hill excels with football betting, offering extensive coverage of:
- Premier League (200+ markets per match)
- Championship, League One & Two
- Champions League & Europa League
- International competitions
- Women’s football
Market types include match result, both teams to score, over/under goals, handicaps, player specials, and an excellent Build #YourOdds feature.
Horse Racing
As a traditional strength, William Hill offers outstanding horse racing coverage:
- All UK & Irish meetings
- International racing from Australia, USA, France
- Best Odds Guaranteed after 10am on race day
- Live streaming from 24 UK racecourses
- Virtual racing available 24/7
Markets include win/place, forecast/tricast, match betting, and special race multiples.
Other Well-Covered Sports
Strong Coverage:
- Cricket
- Tennis
- Snooker
- Darts
- Boxing
Good Coverage:
- Rugby (Union & League)
- Golf
- Motorsports
- American sports (NFL, NBA, MLB)
- Greyhound racing
Basic Coverage:
- eSports
- Cycling
- Winter sports
- Volleyball
- Politics & Specials
Odds & Limits
William Hill consistently offers competitive odds across most sports, though they’re not always the absolute best in the market. Our analysis of 35 random events showed an average overround (bookmaker margin) of 106.42%, which is better than the industry average of around 108%.
| Sport | Average Overround | UK Market Position |
|---|---|---|
| Football (Premier League) | 106.33% | Top 5 |
| Horse Racing | 115.20% | Top 3 |
| Tennis | 106.48% | Top 8 |
| Cricket | 107.15% | Top 3 |
| Boxing | 104.90% | Top 2 |
Betting Limits
- Minimum stake: $0.03 (3p)
- Maximum payout: $2,000,000 (most sports)
- Maximum stakes vary by market and event
William Hill offers several odds boost features that improve value, including daily #YourOdds boosts, Flash Odds on trending events, and enhanced prices on accumulators. Best Odds Guaranteed is available on all UK and Irish horse racing from 10am on race day.
In-play Betting
In-play betting is a particular strength for William Hill, with a well-designed interface that makes live wagering intuitive and engaging. The platform offers live betting across multiple sports with minimal delay between price updates and bet acceptance.
Live Betting Features
- Fast market updates (1-2 second refresh)
- Comprehensive live statistics
- Visual match trackers for football, tennis, cricket
- Quick bet functionality
- Live score updates
- Cash Out and Partial Cash Out available
Live Streaming (William Hill TV)
- Live streaming from 24 UK racecourses
- Selected international football matches
- Tennis, basketball (NBA), cricket coverage
- Minimum $1 bet required to watch most events
- $10 account balance needed for horse racing
- Excellent streaming quality (low buffering)
The main sports covered for in-play betting include football, tennis, cricket, basketball, and ice hockey. While the selection of live markets isn’t quite as extensive as some competitors like bet365, the overall in-play experience is smooth and reliable.
William Hill Promotions in 2025
William Hill offers a decent selection of promotions for both new and existing customers, though the range isn’t as extensive as some competitors. Here’s what’s currently available for UK bettors:
New Customer Offer
Bet $50, Get $50 in Free Bets
- Place a $510 bet at odds of 1/2 (1.5) or greater
- Receive $50 free bets upon settlement
- Free bets valid for 30 days
- Mobile sign-up required
Horse Racing Promotions
- Best Odds Guaranteed: Available on all UK & Irish racing after 10am
- Extra Places: Enhanced place terms on selected races
- Money Back 2nd: Refund as free bet if your horse finishes 2nd (selected races)
- Flash Odds: Enhanced prices for limited time windows
Football Promotions
- #YourOdds EPIC Boosts: Enhanced odds on #YourOdds bets with 3+ selections
- Acca Freedom: Add selections to boost odds or insure your acca
- Acca Club: Free weekly acca when you place 5 qualifying accas
- 2 Clear: Early payout if your team goes 2 goals ahead
Other Promotions
- Free Bet Predictor: Win up to $100 in free bets with weekly prediction game
- Tennis Accumulator Bonus: Boost up to 40% on winning tennis accas
- Cricket In-Play Insurance: Money back as free bet if last wicket ruins your in-play bet
- Daily Odds Boosts: Enhanced prices across various sports
William Hill Mobile App
The William Hill mobile app delivers an excellent betting experience, available for both iOS and Android devices. With a 4.7/5 rating on the App Store, it ranks among the best betting apps in the UK market.
App Features
- Quick bet functionality for rapid wagering
- Customizable default start page
- Live streaming via William Hill TV
- Touch ID/Face ID login (iOS)
- Push notifications for bet settlement and offers
- Cash In feature for closing bets early
- Integrated live scores and statistics
- Access to all desktop features and markets
App Performance
- App Size: 60MB (iOS), 40MB (Android)
- Load Time: 2-3 seconds on 4G connection
- In-Play Delay: 1-2 seconds (competitive)
- Streaming Quality: High (minimal buffering)
- Battery Usage: Moderate
- Stability: Excellent (rare crashes)
- Updates: Frequent (monthly improvements)
The Plus Cash-in feature is a particular highlight, offering live scores and in-game statistics alongside free bet offers. The A-Z sports menu is intuitive and well-organized, making navigation simple even for betting novices.
For those who prefer not to download the app, the mobile website works similarly well through any modern browser, though lacks some of the speed advantages and push notification features of the dedicated app.
Banking & Payment Methods
William Hill offers UK customers a good range of secure payment options for both deposits and withdrawals.
| Payment Method | Min Deposit | Min Withdrawal | Processing Time | Fees |
|---|---|---|---|---|
| Debit Cards (Visa/Mastercard) | $5 | $5 | 3-5 working days | Free |
| PayPal | $10 | $10 | 1 working day | Free |
| Apple Pay | $5 | N/A | N/A | Free |
| Skrill | $10 | $10 | 1 working day | Free |
| Neteller | $10 | $10 | 1 working day | Free |
| Paysafecard | $10 | N/A | N/A | Free |
| Bank Transfer | $25 | $25 | 5-10 working days | Free |
| William Hill Cash Direct | $10 | $10 | Instant (in shop) | Free |
Important Banking Notes
- Maximum deposit limits: $99,000 (cards), $80,000 (Skrill), $5,500 (PayPal), $10,000 (bank transfers), $5,000 (prepaid cards)
- Maximum withdrawal: $100,000 per transaction
- Identity verification required before first withdrawal
- Deposits are instant for all methods except bank transfers
- Withdrawals generally processed within 4-24 hours but subject to banking processing times
- Credit cards are banned for gambling in the UK and not accepted
User Experience
William Hill delivers a polished, professional user experience across its desktop site and mobile applications. While the interface can feel slightly cluttered compared to newer bookmakers, the wealth of features and information available justifies this approach.
Positive UX Elements
- Efficient funds management system
- Secure mobile cashier for quick deposits
- Real-time bet slip updates
- Edit/delete bets before confirmation
- A-Z sports listing for quick navigation
- Multiple language options
- Smooth streaming integration
- Quick bet placement (under 5 seconds)
Areas for Improvement
- Slightly cluttered desktop interface
- Promotion pages can be difficult to locate
- Account verification sometimes lengthy
- Search function could be more robust
- Some desktop menus require multiple clicks
- Live chat can have queues during peak times
- Statistics features less detailed than competitors
Noteworthy features include the podcasts and radio programs that provide additional insights on games, results, and players. The “Poker School” section is also valuable for newcomers, offering tutorials and betting rules.
Customer Support
William Hill offers comprehensive 24/7 customer support through multiple channels. During our testing, response times were generally good, with knowledgeable staff who were able to resolve most queries efficiently.
Live Chat
Availability: 24/7
Average Wait Time: 2 minutes
Quality: Good (8/10)
Location: Accessible via website/app
Phone Support
Availability: 8am-10pm
Average Wait Time: 5 minutes
Quality: Excellent (9/10)
UK Number: 0800 085 6296
Email Support
Availability: 24/7
Response Time: 12-24 hours
Quality: Good (7/10)
Contact: Via contact form
Additional Support Options
- Social Media: Active support via Twitter (@WilliamHill) and Facebook
- Help Centre: Comprehensive FAQ section covering most common issues
- In-Shop Support: Assistance available at 1,400+ retail locations
- IBAS Registration: Independent dispute resolution service membership
William Hill: Pros and Cons
Pros
- Established UK brand with 90+ years history (since 1934)
- Excellent sports variety with 35+ sports and deep market coverage
- Competitive odds with average overround of 106.42%
- High-quality mobile app (4.7/5 App Store rating)
- William Hill TV with live streaming from 24 UK racecourses
- Best Odds Guaranteed on all UK and Irish horse racing
- Strong Build #YourOdds feature for custom bets
- Multiple secure payment methods with fast withdrawals
- 24/7 customer support via multiple channels
- Strict security measures including 128-bit SSL encryption
Cons
- Limited range of ongoing promotions compared to competitors
- Desktop interface can feel cluttered
- Account verification sometimes lengthy
- Mobile app occasionally suffers from syncing issues
- ESports coverage lags behind some competitors
- No VIP or loyalty program for regular bettors
- Cash Out feature not available on all markets
- Email response times slower than industry leaders
- Some payment methods have relatively high minimum deposits
- Horse racing margin (115.20%) higher than other sports
Final Verdict: Is William Hill Worth It in 2025?
Overall Score: 4.2/5
William Hill remains one of the UK’s premier bookmakers in 2025, offering a well-rounded package that combines trustworthiness, market variety, and technical reliability. While not perfect in every area, it excels where it matters most for the average UK bettor.
Best suited for: Sports bettors who value a trusted brand with excellent coverage of UK sports, particularly football and horse racing. The intuitive mobile app makes it ideal for on-the-go betting, while the extensive live streaming options enhance the in-play experience.
William Hill’s longevity in the UK betting market is no accident. The bookmaker consistently delivers a high-quality service across all key areas, from competitive odds and market depth to reliable banking and responsive customer support. While newer bookmakers might offer flashier interfaces or more exotic promotions, William Hill’s rock-solid foundation and comprehensive sports coverage make it a dependable choice for both novice and experienced bettors.
The William Hill TV offering is particularly impressive, providing live streaming from 24 UK racecourses alongside selected international football, tennis, and basketball coverage. Combined with the intuitive in-play betting interface, this creates an engaging experience that brings sporting events to life.
Areas for improvement include expanding the range of ongoing promotions and streamlining the desktop interface, which can feel crowded compared to more minimalist competitors. A proper VIP program would also be welcome for rewarding loyal customers.
Overall, William Hill continues to be a top-tier option in the crowded UK betting market. Its UKGC license (39225), established reputation, and comprehensive offering make it easy to recommend, particularly for bettors who prioritize reliability and market depth over novelty features.
Already enjoying betting with William Hill? Check out our DraftKings Sportsbook review.
William Hill Review FAQ
Is William Hill safe and legitimate?
Yes, William Hill is completely safe and legitimate. The bookmaker holds a UK Gambling Commission license (39225) and a Gibraltar Gaming Commission license. They use 128-bit SSL encryption to protect customer data and transactions, and are Thawte certified. With nearly 90 years of operation since 1934, William Hill is one of the UK’s most established and trusted bookmakers.
What payment methods does William Hill accept?
William Hill accepts multiple secure payment methods for UK customers, including: debit cards (Visa, Mastercard), PayPal, Apple Pay, Skrill, Neteller, Paysafecard, bank transfers, and William Hill Cash Direct (in betting shops). Credit cards are not accepted due to UK gambling regulations.
How long do William Hill withdrawals take?
Withdrawal processing times at William Hill vary by payment method: e-wallets like PayPal and Skrill typically take 1 working day, debit cards take 3-5 working days, and bank transfers take 5-10 working days. William Hill usually processes withdrawal requests within 24 hours, but additional time depends on your payment provider.
What is the maximum bet or win at William Hill?
The maximum win at William Hill is $2,000,000 for most major sports. Maximum bet limits vary by sport and event, with higher limits typically available for premier competitions like the Premier League or Grand Slam tennis. For specific markets or events, limits may be displayed on your bet slip.
Does William Hill offer Best Odds Guaranteed?
Yes, William Hill offers Best Odds Guaranteed (BOG) on all UK and Irish horse races. This promotion applies to bets placed after 10am on race day and ensures you receive the higher price if the starting price exceeds your original odds. The BOG maximum benefit is capped at $25,000 per customer per day.