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William Hill Review 2024 in the UK

Best Bookmaker Offers

18+ New Customers only. Max Win £10 Free Bet. Qualifying bets at odds 1/1 or greater. Paid as bonus token. Min 4/5 odds required. Skrill, Neteller, Paypal not eligible. T&Cs apply.
New UK, IE & Malta customers only. Min £10/€10 first deposit using Debit Card. Place a bet of £10 at min odds of 1.5 and get £10. Further £10 credited after 7 days and a further £10 credited after 14 days. Full T&Cs apply.18+.  
New customers & 18+ only. Min. deposit of £10. The promotion reward functions as a £30 Surprise Bet. Qualifying real money bet of £10. Min odds greater than or equal to 1.5 required. E/W bets excluded. Offer awarded immediately but could be issued the next working day in exceptional circumstances such as technical fault. Additional T&Cs apply. Please gamble responsibly. Full T&Cs
18+ | Play Responsibly | T&Cs Apply.
  • Pros
  • Offers a wide range of sports
  • Competitive odds
  • Well-rounded mobile apps
  • Highest level of security
  • Household name and trusted by many
  • Cons
  • A VIP section could improve things
Written by Chris
Published on June 16, 2022
Updated on February 5, 2024

Our Summary

William Hill is one of the most popular bookmakers in the world. With its enormous popularity, great welcome offer, dozens of features, and fair odds, William Hill is always a place where the punter wants to be.

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Bonus & Offers
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Sports, Leagues & Markets
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William Hill is a name woven into the fabric of sports betting in the UK. The brand was formed in 1934 and since then has been a leading player in most types of betting. The company went online in 1998, making it one of the longest established online betting services in the UK. It has consistently moved with the times and evolved, to consolidate its status as one of the leading betting companies in the UK, and arguably the world. aim to bring you up to date with their sports markets, offers and bonuses in our comprehensive review.

What you’ll find in this William Hill Review

I gave William Hill UK a thorough road test, using both the desktop and the app. This review covers all aspects of the company’s online sportsbook including the range of sports, the welcome bonus and promotions.

Firstly, I checked the welcome bonus, terms and conditions. Then I completed the registration and verification process, discovering that, at first, you do not need to verify your account, however, you must do this before you can deposit.

I checked out a number of different sports before looking at specific bets.

I placed a couple of bets to check everything ran smoothly and then looked at the customer service section, the terms and conditions and at the information and support on safer gambling. These are the topics covered in my findings.

1. Licenses

2. Range of available sports

3. Odds’ value

4. Betting options & features

5. Bonus and offers analysis

6. Overall user experience

7. How easy is to open a new account

8. Things you need to know about their deposit methods

9. How withdrawing works

10. What do you do if you run into issues

William Hill licensing, safety and trustworthiness

William Hill has a deserved reputation as a straightforward, reliable and trustworthy company.  They are licensed and regulated by the Gambling Commission of Great Britain for its operations in Britain and hold a license from the Gibraltar Gambling Commissioner for all other international customers. This means that William Hill is both legitimate and regulated and are required to adhere to strict ethical standards.

William Hill Licences

UK: Gambling Commission

Gibraltar: Gibraltar Gambling Commission

What makes William Hill Safe

Betting sites need to deal with sensitive information, including financial and personal details, so it is essential that this information is kept secure. It is essential that betting sites are well regulated and everything that they offer is fair and legal. We set out our key points for making betting sites safe.

What makes a betting site safe

  1. Safety of funds
  2. Security of personal information
  3. Official Licenses
  4. Responsibly Gambling policy and tools
  5. Clear terms and conditions
  6. Easily accessible information on policies

All of the information regarding these policies and all terms and conditions are straightforward to find on William Hill’s website.

What makes William Hill a safe and reputable company
William Hill is licensed and regulated by the Gambling Commission of Great Britain for its operations in Britain and holds a licence from the Gibraltar Gambling Commissioner for all other international customers. This means that William Hill is both legitimate and regulated and are required to adhere to strict ethical standards.
The standards mentioned above include a commitment to responsible gaming, and the company places a huge amount of importance on this. William Hill customers have access to a series of controls for their account, including Deposit Limits, Product Blocking, Session Time Reminders, Short Time Out, and Total Self Exclusions. In addition, the site lists tips for identifying problematic gambling, parental controls to prevent underage betting, and a range of links to third party gambling addiction support groups.
Regarding security and data protection, William Hill has an extensive Privacy Policy section on its website. This gives details on how customer data is collected and used by the customer. However, while the site states that it uses “various measures” to protect customers data, at the time of writing there are no details as to what these measures are.
Chris Sampson:
A traditional company with a well-earned and positive reputation. The company is well regulated, the sportsbook is legal and fair, and your safety in terms of safe gambling and data protection is taken seriously.

Sports you can bet on at William Hill

William Hill offers an extensive sports betting market. The company currently offers UK customers 36 different sports betting markets, with the list constantly expanding.

Football is the most popular sport on the site, with customers able to bet on a variety of different leagues and competitions across the globe.  

Alongside traditional sports markets Esports and Virtual World sections are growing, and the company also offers betting on Politics and TV, both of which are popular.

An extensive and high quality range of betting markets at William Hill
As mentioned earlier William Hill has an extensive range of sports, and includes major and minor competitions around the world, at domestic and international level. Within each area of each sport, you can bet on a huge number of markets and submarkets. Football, Horse racing, Rugby Union and Tennis are all covered especially well. For example in sports such as football and rugby you can bet on a range of areas, such as numbers of disciplinary cards for each team, half time and full time scores and first scorers. 
More niche sports, such as volleyball and netball are covered, and punters have a number of markets to choose from in Esports and in specials, such as politics and TV shows.
Chris Sampson:
A comprehensive sportsbook which offers a range of markets, and has fantastic depth.

William Hill´s Odds Offers

William Hill consistently produce fair and competitive odds. When I compared their payout margin for the Premier League match between Chelsea and Fulham on 03.02.23, they stood up well with other leading bookmakers, with a payout margin of 95.7%, compared to Betfair (94.3%), BetVictor (92.7%) and Paddy Power (93%). I then looked at three further football matches, taken from a Premier League fixture, a Championship fixture and an FA cup replay. The average payout margin was 92.1%, which is fair, but not outstanding.

For Rugby Union the payout margin for England against Scotland in the Six Nations/Calcutta Cup was 91.5%. While this margin failed to match bet365 (94.1%), it bettered Paddy Power (91.2%) and BetVictor (89%).

For horse racing I looked at the 15:25 at Southwell and the bookie had a payout margin of 81%, which bettered Betfair and was equal to Betfred and BetUK.

Odds can be viewed as fractional decimal or American.

William Hill odds: Fair, Consistent and Competitive
Chris Sampson:
While there are bookies out there who can offer more attractive odds, William Hill are fair and reliable. They can offer some really attractive punts too, but tend to be steady rather than spectacular. When you look at the range of sports they are consistent and competitive odds across a range of sports. They rarely offer any markets which are unattractive to punters.

William Hill Betting Options and Features

William Hill offer a good range of markets, options and features to enhance your betting experience.

Variety of Markets

As stated elsewhere in this review, William Hill offer a great number of sports for punters to bet on. There are a great variety of sports and specials, and within the different sports and leagues there are a variety of markets. Individual player markets are available in a range of sports, including football, cricket and American Football.

In-play betting

With over 1,000 live betting markets available every hour, there is a huge amount of variety. The site provides live betting match statistics, a feature many other sportsbooks lack, as well as a live graphic to keep you updated. For each sport there are a range of in-play betting options, for example whether a penalty will be scored in football, or who will win the next frame in  snooker. This allows you to react to the action and make your bets accordingly. The screenshot shows the match between Mark Selby and Luca Brecel at the English Open Snooker championships, showing the updates, the stats and the options available to make live bets.

Live streaming at William Hill

An issue with many bookmakers is a lack of live streaming to keep players up to date with bets, with many only having this service for horse racing and greyhounds. However, where television rights allow, William Hill offers live streaming on a range of sports. Football and Horse Racing are the most popular sports to bet on at William Hill, and there are a number of live streams for both. Of course, the site doesn’t provide live streams for the Premier League or the Champions League, but it does cover a range of leagues across Europe, plus some FA and League Cup games throughout the season.

Other sports covered by live streams include greyhounds, tennis, cricket, snooker and darts. This can be accessed through its own channel, William Hill TV (WHTV), which can only be accessed when you have a positive account balance or have placed a bet within 24 hours. 

William Hill also has one of the leading online sports radio stations, William Hill Radio, featuring news, previews, interviews and live commentary. This is available to all customers. Live streaming can be found in the in-play section of the website.

William Hill also provides sports news and previews at This can be found through the main site. This can help customers make more informed choices when betting.

Cash Out & Bet Builder

You can take full control of your bets with William Hill’s Cash Out and Partial Cash Out features. Secure your winnings on single and multiple bets before your bet has settled by going to the Open Bets section and selecting the green ‘Cash Out’ icon when available. You can also create your own custom bets at William Hill with #YourOdds. Simply send a tweet to @WilliamHill with #YourOdds and your desired selections, and the company will inform you if these can be calculated and offered.

Multiples and Accumulators

William Hill offers a range of multiple and accumulator bets. They also offer guides on placing accas on their website.

Excellent range of bets and features provided at William Hill
Chris Sampson:
William Hill has an extensive sportsbook, offering a large range of markets and a variety of different betting options. They have a great in-play section, live streaming and excellent coverage via their news site and radio station.

Welcome offers and Promos at William Hill. Grab a bonus at William Hill.

William Hill´s welcome bonus gives you a £30 bonus in the form of free bets after an initial lay out of £10. They run a number of other attractive promotions for existing customers across a whole host of sports. As ever, terms and conditions apply.

New Player Bonus at William Hill

William Hill provide a generous welcome bonus. Upon registration the site applies code R30, giving players a £30 bonus when they bet an initial £10. 

As ever, promotions are subject to change. Your free bet, which must be used within 30 days, can be used on any sportsbook product (excluding tote, pool, and lottery bets).  It is important to note that if you deposit funds into your account using PayPal, Neosurf, Paysafe, NETELLER, Skrill, or William Hill PLUS Card then you will not be able to redeem this offer. This condition is consistent with other sportsbook sites.

You also need to note that you will only get the winnings from your free bet and the not the free bet stakes amount, and of course you cannot withdraw any funds until the free bet tokens have been spent. Overall, this is a great introductory offer, it is simple and offers good value on a range of sports.

William Hill Deposit Bonus

There is no deposit bonus available on the sportsbook at William Hill.

William Hill Free Bet Bonus

William Hill often run promos where you can be rewarded with free bets. One such example is the popular Scratch of the Day. This is a free to play game for all William Hill customers, where you can play a virtual scratchcard in the hope of winning a prize. These prizes are mainly in the form of free bets, though enhanced odds are sometimes offered too. Examples include, ‘Bet £5 on horse racing & get a £5 free bet’, or ‘Get a £2 free bet if there are 2 goals in the Manchester derby’. If you reveal a prize, you may be required to opt-in to claim it so be sure to do this if necessary.

Another game with prizes of free bets is the predictions game, where predicting a number of correct scores gets you prizes in the form of free bets.

Free or 4 is available to all William Hill account holders for free. You have to pick six matches from a list where you think that there will be three or four goals. Four or more correct earns you free bets. 

Enhanced Odds at William Hill

William Hill run several promos where odds are boosted. Firstly the bookie offer to offer to double the #YourOdds price on a range of events. We saw a promotion aimed at the FA cup replay between Sheffield United and Wrexham. Originally they offered 7/2 for Sheffield United To Win, Wrexham Most Cards & Over 10 Corners (90 Mins). This was boosted to 7/1.

They regularly offer enhanced odds. For example A Dream To Share (IRE) to win The 2023 Champion Bumper on February 9, was boosted to 5/1 from 4/1.

Acca Freedom at William Hill

Acca Freedom is a chance to get enhanced odds on accumulators, or to insure your accumulator against one bad result. On an acca of three selections or more you can click on “Bet Boost” to enhance your odds.  For five selections or more you can also choose to click on “Acca Insurance”, where if one result lets you down you are compensated with free bets. Terms and conditions apply.

In-Play Insurance

The Tennis and Cricket In-Play Insurance promotion allows you to get 10% of your in-play losses (up to £100) back as a free bet. Free bets for the previous week will be credited every Monday. Bets must be placed on singles only and must be placed on live betting matches. Multi bets and pre-match bets are not valid for the offer.

William Hill Risk-Free Bet Bonus

All account holders at William Hill can play Scratch of the Day for free, and be rewarded with free bets or enhanced odds. Other free to play games include the predictions competition, where you have to predict the result of six football matches, with free bets available as prizes, and Free or 4, where again you can enter for free if you hold an account, and if you successfully predict four or more games which will have three or four goals you can win free bets, with the top prize going up to £200 of free bets. Terms and conditions apply.

William Hill Reload Bonus

As mentioned earlier, William Hill have a number of offers available for existing customers, which give you the chance to rack up free bets, and offer you enhanced odds.

William Hill Best Odds Guaranteed Promotion

Horse Racing fans can take advantage of  the best odds guaranteed promotion. This means that if the starting price is greater than the price taken you still get the best price. The extra places promotion is also available, giving  enhanced each way terms at 1/5 odds.

Flash odds are also available on events which are happening in play, such as whether a penalty will be scored.

William Hill VIP Programme

At the time of writing William Hill do not offer a VIP programme on the sportsbook.  The company provides a VIP programme in their Casino platform, so it is possible that they may make this available to sportsbook customers in the future.

An attractive welcome offer and a whole host of promotions at William Hill
William Hill have a generous welcome offer for new customers, which is very much in line with its competitors. One of the company’s strengths is clearly promotions, for new and existing customers. With a mixture of free bets, special odds, and money back rewards in specific football, horse racing, tennis, and cricket offers as well other general sports promotions, no matter what you are interested in betting on, you will likely find an offer to take advantage of. These promotions are constantly updated, often to tie in with major sporting events. Many of the promotions at William Hill are designed to give customers a sense of freedom over the way that their bets are placed.
Chris Sampson:
An enticing welcome offer and a range of excellent promotions for existing customers. Fantastic. A VIP programme would improve things further.

William Hill User Experience

Firstly, I looked at how to register an account, along with the welcome bonus, terms and conditions. Then I completed the registration and verification process. I investigated a number of different sports before looking at specific bets, focusing on football, rugby union and horse racing.

I looked at the in-play options available, within a range of sports including football, cricket and snooker.

I placed a couple of bets to check everything ran smoothly and then looked at the customer service section, the terms and conditions and at the information and support on safer gambling. I conducted this research using both the desktop version of the website and the app.

Using William Hill on their website

The William Hill desktop website is user friendly, though can appear to be a little cluttered. You can, however, easily access the many markets which William Hill has available.

The help section is easily found, and the number of topics covered in this is extensive. The in-play section is easy to use, and once again, the markets are most comprehensive.

Using William Hill on their app

William Hill’s app can be downloaded for free on both Google Play and the Apple App store, and it provides players with a user-friendly experience. The app offers the same markets as the website.

William Hill provide an excellent service on mobile devices. The app is quick, responsive and offers easy access to promotions, different sports markets, and all that the site has to offer.

User friendly experience on the website and the app at William Hill
Chris Sampson:
William Hill’s website and app give punters a user-friendly experience.

How to register a new account with William Hill

Starting an account at William Hill is straightforward.  The site allows you to register with a couple of quick steps and has a simple verification process. I have outlined the process for you.

1. Visit the William Hill website.

2. Click on the Join button.

3. Add your personal information, your full name and surname, date of birth, email, mobile number and residential address.

4. Select a username and create a strong password.

7. Next, choose a security question and answer it.

8. Set your deposit limit (daily, weekly or monthly)

9. If the bonus code is required, enter it, and choose which promotions you want info on/select whether you want your data shared for marketing purposes.

10. To complete the process, agree to the terms and conditions and hit the Agree and Join button.

An important point to note is that William Hill has a strict one account per person policy, which extends to your email address and IP address.

Added Security

Williams Hill will prompt you to set a security question in case you forget your password. The company also demonstrate how seriously they take responsible gaming, as you are given a chance to set a limit you can deposit into your account on a daily, weekly, or monthly basis.

Verify identity to activate account

To activate your account, you will need to verify your identity by uploading Proof of Identity (your passport or driving licence) and Proof of Address.

Documents and Information you need to share with William Hill

As mentioned earlier you need to share personal details such as name, a valid email address, a phone number, country of residence and your current address. In order to verify your account you need to go through the following steps, which includes uploading a photo of your Passport, Drivers Licence or National ID. At William Hill, you must complete the verification process before making a deposit.

ID Verification

ID’s William Hill accept:


Driver’s Licence

National ID

Other valid documents:

Electoral ID

Residence Permit

Age Card

Citizen/YOTI Citizencard (UK only)

Address and Proof of Finances Verification

William Hill accept:

Bank/Credit Statement

Utility Bill

Other valid documents:

Council Tax Bill

Tenancy Agreement

Insurance Policy

Signed Credit Agreement Copy of a bank statement (less than six months old).

Utility bill (less than six months old).

A straightforward and secure sign in process at William Hill
Chris Sampson:
A straightforward, secure, and user-friendly registration process.

William Hill Payment Methods

William Hill have a number of options available for deposit and withdrawal. Debit cards have a minimum deposit of £5, with most other methods being £10. Deposit time is generally instant, with the exception of bank transfers.  

Payment MethodMin DepositMax WithdrawalAverage Deposit TimeAverage Withdrawal Time
VISA£5£33000Instant1-3 days
Mastercard£5£33000Instant1-3 days
VISA Electron£5£33000Instant1-3 days
Maestro£5£33000Instant1-3 days
William Hill Cash Direct£10£99999InstantInstant
Neteller£10£25000Instant1 day
Skrill£10£80000Instant1 day
Paypal£10£5500Instant1 day
Apple pay£5£40000Instant1 -3 days
Bank Transfer£10£1000003-5 working days3-5 working days
William Hill deposits and withdrawals are safe, fair and easy to use. Verdict:
William Hill have an effective, fair and user-friendly system in place for deposits and withdrawals.

Cryptocurrency available at William Hill

At the time of writing, no crypto payments are available at William Hill.

Time to collect your winnings. Here’s how to withdraw your money from William Hill

Simply click on “My account” and go through the following steps. 


  1. Click “My Account” then look for “Withdraw”
  1. Enter your desired withdrawal amount, then click “Continue.” A pop-up window should appear where you can choose your withdrawal method. Note: Withdrawal amount should be within your remaining account balance
  1. Once done, a message will appear along with the transaction number and the estimated time of arrival for your withdrawal.


1. Click “My Account” then look for “Withdraw”

2. Enter your desired withdrawal amount, then click “Continue.” A pop-up window should appear where you can choose your withdrawal method. Note: Withdrawal amount should be within your remaining account balance

3. If you wish to change your withdrawal amount, you can do so by clicking on “Change Amount”

4. Once done, a message will appear along with the transaction number and the estimated time of arrival for your withdrawal

Other important information when withdrawing at William Hill

As is standard, debit cards and bank transfers can take up to three days. E wallets are usually quicker, within 24 hours and sometimes as fast as four hours. You can withdraw as little as £5 with debit cards and E wallets. The maximum withdrawal varies according to the method used .

William Hill’s Customer Support

William Hill have invested a lot of time in making their customer service area user friendly and effective. This has resulted in a strong help section with in-depth answers on a large number of topics. If you cannot find an answer you can contact the customer service team 24 hours a day, through a range of mediums including live chat and social media. There is a telephone line, however for anything to do with online betting you are referred to the Live Chat. The Live Chat, however, is quick and provides an excellent service.

Another slight flaw is that there is no customer service email service. While the Twitter account provides excellent contact for customers, Facebook currently does not offer this.

Contact:Average Answer Time
phone08705181715 This number is for retail and you are advised to use live chat for online accounts5-10 minutes
Live ChatAvailable on the App/Website 24/7Immediate automated response. Transferred to an advisor within 15 minutes
Twitter@WilliamHill5-10 minutes
24/7 customer service and a robust help section at William Hill
Chris Sampson:
Excellent 24/7 customer service, extensive help section. An email service and an effective customer service phoneline would be a step forward.

Responsible Gambling

William Hill are committed to responsible gambling and customers have access to a series of controls for their account, including Deposit Limits, Product Blocking, Session Time Reminders, Short Time Out, and Total Self Exclusions. In addition the site lists tips for identifying problematic gambling, parental controls to prevent underage betting, and a range of links to third party gambling addiction support groups. 

The website has a section on safer gambling, and a safer gambling hub, which brings up options to control your account. 

The safer gambling section can be accessed here

William Hill promotes responsible gambling
Chris Sampson:
William Hill has a great attitude to responsible gambling and has a number of features in place to support customers, plus external links for those who require additional help.

Awards and Recognitions

William Hill is deservedly regarded as an excellent company, and a fantastic online bookmaker. In April 2022 they won the “Sports Betting Operator of the Year” at the prestigious International Gaming Awards.

William Hill Awards:

International Gaming Awards Sports Betting Operator of the Year 2022.

William Hill: An excellent bookmaker with many exciting features

Chris Sampson: An excellent sportsbook with a range of features and great customer support. William Hill is a fantastic sports betting site with very few faults. It is secure, trustworthy and provides competitive odds and good information. I recommend this site to novice bettors and those who are more experienced and simply want to try a new bookmaker.

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Frequently Asked Questions

William Hill is one of the most trusted names in betting; with vast experience, they know what punters want and have an excellent track record of delivering it.

Yes, William Hill is licensed by the UK Gambling Commission. They use strict security measures and have popular and safe payment methods in place for customers. This is a safe place to bet.

Yes, if you want to speak with someone at William Hill, they are open and available 24/7 for players.

Yes, William Hill offers cash out to customers, and as part of that, they offer partial cash out so you can leave part of your bet riding while you cash out the other part.

The process is simple. Log into your account and click on the balance icon. Choose ‘Safer Gambling’ from the drop-down menu and click on ‘Account Closure’. Choose a reason from the options given, enter your password, and you’re done.

After adding two or more bets to your betslip, the automatic option offered will be an accumulator bet. If you prefer some other type of bet, switch over to the ‘All Multiples’ tab from the top part of the betslip.


Chris is a former athlete and a qualified PE teacher. He is a keen football fan, watching many matches at different levels throughout the season, and enjoys following many different sports. With betting and sports sites, he has a keen eye for detail and can to highlight positives and negatives for users. His experience in sport as a performer, teacher, writer and fan allows him to see things from many different perspectives. Editorial Promise