William Hill Review 2025

Is William Hill Right for You?

William Hill is best suited to bettors who value a simple, reliable platform with in-play options, excellent football and racing coverage, and top-tier mobile apps. If you’re someone who enjoys betting on major events with regular promotions and easy cash out, this bookmaker ticks all the boxes. However, users looking for deep streaming coverage, advanced features on smaller sports, or a fresh, modern layout may find better value with rivals.

William Hill is great for:

• Football and horse racing fans
• Bettors who like betting online and in-store
• Users who rely on mobile apps
• New players seeking a generous welcome bonus
• Players looking for quality customer service

William Hill may not be ideal if:

• You want live streaming across many sports
• You prefer advanced Bet Builder options in sports other than football
• You are after a slick, modern desktop layout

About William Hill UK

It should not surprise you to know that a man named William Hill founded this particular bookmaker. He did so in 1934, and the company has evolved massively since then, becoming a powerhouse in the gambling industry.

As well as a large online operation, the brand has over 1,300 physical shops across the British high street, making them a highly recognised name. Their main office is in London, but they also have a presence in Gibraltar, Malta, the Philippines and Poland.

William Hill serves over two million UK customers and was purchased by Evoke plc (formerly 888 Holdings) in 2022 for £2.2bn.

Welcome Bonus & Promotions

William Hill runs two main welcome offers for new UK customers. One is for players seeking a sports betting bonus, while the other is for those interested in casino games. New customers can claim free bets via the former or free spins via the latter. They are both high-quality offers with the same qualifying spend, so which one you should select depends on your personal preference.

William Hill Welcome Bonus – Bet £10 get £30 in Free Bets

New players at William Hill UK can unlock £30 in free bets just by spending an initial £10. Here is how to claim it:

1. When signing up, select the sports betting welcome offer or manually apply the promo code ‘R30‘. 
2. Make a deposit of £10. PayPal, PaysafeCard, Apple Pay and Plus Card deposits are not eligible.
3. Place a bet of £10+ on odds of 1/2 or greater. You can place bets on any sport or market, but not virtual sports.
4. Once the bet settles, William Hill will credit you with 3 x £10 free bets.
5. Players must use the free bets within 7 days, otherwise they will expire.

There you have it, a great and easy-to-claim offer. Just be mindful not to use any of the ineligible payment methods. Also, if you are from Northern Ireland, you have a free route of entry to claim this promotion. Just speak to customer support after registering to redeem.

William Hill Vegas Welcome Bonus – 200 Free Spins When You Stake £10

The other main sign-up bonus at William Hill casino enables players to claim 200 free spins, playable on the popular Big Bass Splash slot.

1. During registration, apply the promo code ‘BBS200‘.
2. Hit ‘Opt in & Deposit’.
3. Deposit £10 using any payment method except PayPal or PaysafeCard.
4. Stake £10 on Big Bass Splash.
5. Once you have reached the qualifying amount, refresh the game and William Hill will credit you with 200 free spins worth £0.10 each.  
6. Customers then have 72 hours to use all their free spins on Big Bass Splash.

For just £10, customers receive £20 worth of free spins, making this an attractive offer. Although there are no wagering requirements for free spin winnings, be aware that there is a £30 upper limit on withdrawable winnings from the spins.

Promotions for Existing Customers

William Hill (sports) offers a wide variety of promotions for existing customers, particularly across football and horse racing. Focusing on the former, they provide boosted winnings on successful accas and bet builders. They also have a ‘2 Up’ deal for selected major competitions where they will pay out your chosen team as a winner if they go two goals ahead. The ‘2 Up’ market usually comes with slightly lower odds, though. Players get the standard price on the Impact Sub promotion, however. With this offer, if you bet on a player in a qualifying market and they are substituted, your bet transfers to the player who comes on.

William Hill horse racing regularly features extra each-way places, odds boosts, and a Best Odds Guaranteed policy. Players can also unlock bigger odds by betting on the winning distance of a horse in a race. Alternatively, customers can apply a daily boost for a qualifying bet of their choosing.

Aside from this, William Hill runs several ‘Vegas’ promotions as well as some free-to-play games like the daily bonus drop boost. William Hill bingo also has regular offers for existing customers. Last, William Hill casino frequently has ad hoc promos that give customers 10 free spins.

How to Register at William Hill UK

Here is how to create an account at William Hill UK:

1. Select the ‘Join’ button in the top right corner of the app or website.
2. Choose your desired welcome offer by selecting the relevant offer button. Once you have chosen, click ‘Let’s Begin’ to load the registration form with the bonus code applied.
3. In the ‘About You’ section, enter your email, mobile number, name, date of birth, and home address.
4. On the next page, William Hill will ask you if you would like to set up a deposit limit. We advise you to do this.
5. Next, create an account username and password and provide an answer to a security question.
6. Finally, choose your marketing and data preferences before selecting the ‘Join William Hill’ button underneath.

William Hill will then attempt to verify your details. They can verify most UK players automatically at this stage.

Account Verification

In instances where William Hill cannot verify a customer’s details with background checks, they will request verification documents. This is necessary due to their Know Your Customer (KYC) regulatory commitments. Specifically, they will ask for proof of identity and proof of address. For identity, a player can submit a copy of a passport, driving licence or national ID. For an address, a bank/credit statement or a utility bill dated within the last three months is the most popular option.

If you upload your documents via live chat, you can get them verified in real time without any lengthy waits.

William Hill Login

The William Hill UK login process is easy and comes with additional mobile options. To access your account, just follow these steps:

 

1. On the website or app, select the ‘Login’ button in the top right corner.
2. Enter your account username (not email address) and account password.
3. Select the ‘Log In’ button underneath.

On desktop, users have the option to ‘Save Username’ when logging in. The mobile app comes with far more features. Players can choose to enable PIN or biometric login, rather than the usual password login. They can also turn on auto-login or have the app remember their username.

Sports Coverage & Betting Markets

William Hill offers a huge range of sports for UK customers. On their A-Z list, you will usually find around 35 different options. A small number on the list are not actual sports, e.g. TV/Specials, but the vast majority are. With 30+ genuine sports to select from, you will find all the popular options like football, horse racing, tennis, and cricket, along with less mainstream ones too.

As well as offering many sports, William Hill covers a wide variety of betting markets. Availability differs depending on the event, but most come with plenty of choice. On the desktop site, you can see exactly how many by looking at the ‘+’ number in the far-right column.

Football

William Hill Football offers betting on top leagues and competitions globally, for both international and domestic action. Popular competitions they cover include the Premier League, Champions League and European Championships, but this is just a tiny sample of what is available.

For most matches, bettors can choose from many markets, including match results and total goals, both teams to score, goalscorer, correct score, and ‘draw no bet’. More popular fixtures come with an extensive range of player betting options like betting on tackles, assists, type of goal or shots on target.

Bet builders are frequently available across football matches, allowing you to combine several markets to form one single bet. Cash out is also present for most markets; only a few exceptions apply.

Horse Racing

William Hill horse racing covers plenty more than just all UK and Irish races. As well as all nearby action, punters can bet on racing in the likes of France, South Africa, Australia, New Zealand, the US, Canada and Japan. Their global coverage is excellent, although it is with the UK and Irish races that players get the most extras. British and Irish contests come with regular extra places and price boosts. They are also covered by the Best Odds Guarantee policy, although be aware players must opt-in to this before they qualify.

What we also like about UK and Irish fixtures is the Racing Post overview that accompanies each race. As well as an overall verdict, users can access a summary of each horse and their RP rating.

Tennis

Tennis betting covers a wide range of tournaments, including all ATP, WTA and ITF tours. You can, of course, bet on all Grand Slam events too, whether that be Wimbledon or any of the three Opens. William Hill even supports early betting on Grand Slam winners via their outright markets. You can often find a range of other outright markets for active or upcoming tennis competitions, such as ‘to reach the final’ or ‘winning quarter of the draw’.

Live streaming is available for some tennis matches, but not most. Regardless of stream availability, most matches come with a game tracker and useful match stats showing the points won, aces, and break points won.

Cricket

No matter what format of cricket you most enjoy, you will find it offered at William Hill UK. Take your pick from 100-ball, 20-over, ODI or Test action taking place around the globe. It is not just senior men’s action covered either, as William Hill supplies odds for youth and women’s fixtures too.

For many of the available cricketing fixtures, William Hill will give punters a solid range of markets. Within these, you can find player-specific bets like top run scorer, top bowler, and total runs over/under. William Hill offers the widest range of market options for the biggest events. That includes the Ashes, World Cups, the IPL and other major T20 tournaments.

Greyhounds

Greyhound racing is not a sport with much global interest, but it still retains a decent following in the UK and Ireland. At William Hill, you can bet on every UK and Irish race, and each day there are plenty of them. Just be aware that Irish fixtures are included within the ‘UK’ section. Aside from this, players can also bet on the very active greyhound racing scene in Australia. Live streams are available for virtually all races, and UK/Irish races come with a Racing Post verdict. The one-line summary for each dog provides little information, but the overall verdict can sometimes be of some use.

eSports

Not all bookmakers put effort into their eSports offering, but William Hill does a solid job. They offer extensive coverage of fixtures across popular titles like League of Legends, CS:GO, Overwatch, Valorant, and Halo. In most cases, you will find that fixtures come with a selection of match and round/map-specific markets. While their coverage of individual fixtures is good, they are not so strong when it comes to offering outright eSports betting.

Other Sports

William Hill’s sports coverage is far from limited to the popular options mentioned above. Fans of rugby can bet on both union and league matches, including international tournaments. Golf markets cover all the major tours and championships, from the Masters to the Ryder Cup. With boxing, players can bet on major bouts months in advance. Meanwhile, snooker betting includes major events like the World Championship and UK Championship. Fans of American sports like basketball, ice hockey and American football will also be impressed with the coverage available. Indeed, this is just a sample of what is available, as William Hill has odds for so many events across the world of sport.

Betting Markets & Odds

Market availability largely depends on two factors. The interest in the event and the nature of the sport itself. As a general rule, there will be a decent selection for most events. Usually, players will find standard match bets, handicap options and game/round/half/quarter bets. Outright betting markets, such as the winner of the competition/league/cup, are also available for many larger events. For popular team sports, you may find player bets that enable you to bet on the performance of just one specific player.

As for the odds you will find across sports and markets, William Hill UK provides fairly standard bookmaker value. Having looked at their margin, or ‘house-edge’, it usually falls within the 7-9% range. You can occasionally find better (or worse) value, but most markets are within this range. If anything, this is perhaps a touch on the lower side. However, remember that there are many enhanced markets, boosts on acca winnings and odds boosts.

Key Betting Features

There are a variety of William Hill betting features that can aid a player’s experience. However, few are unique to William Hill. In today’s market, you will find cash out, live streams, and app alerts across most betting sites. The quality and availability of such features can vary, though, and this is what we will assess here.

Bet Builder

For now, William Hill football betting is the only place you will find bet builders. Although they are yet to branch out into other sports, they do at least make them widely available across football matches. Fixtures offering the feature will have the ‘Bet Builder’ banner when opening the list of markets. Tap the ‘Build’ button to see the full list of markets you can combine. This is where William Hill bet builders can fall a little short, as they usually offer fewer market options compared to rival brands.

Live Streaming

Live streaming is another area in which William Hill serves up something of a mixed bag. When supported, they provide free, fast and reliable streams. The limitation is the number of available streams outside of horse and greyhound racing. There are just not that many of them for in-play sports, and those that exist often lack full-screen functionality.

That said, William Hill deserves praise for their streaming of horse racing and greyhound racing. They cover a huge number of races and have a constant live feed through their three Betting TV channels. These free channels show racing action around the globe with commentary and are even available via the mobile app.

Cash Out

One feature where William Hill does very well is cash out. They make the feature available for the vast majority of markets across different sports, meaning it is easy to place bets and cash them out. Eligible markets are clearly marked by the cash out symbol (a banknote with two circular arrows). When opening ‘My Bets’, there is a separate section for ‘cash out’ showing bets players can settle early. If you are happy with the price offered, just select ‘Cash Out’ and then ‘Confirm’.

Live Alerts or Notifications

Mobile app users can benefit from alerts and notifications while betting with William Hill. By enabling notifications, players will receive information about the latest special offers. Customers can also turn on ‘live alerts’ on events they have placed a bet on. By selecting this option, they receive updates on when the match begins and finishes, plus major in-game events like red cards, goals scored, and penalties. There is also an option to receive an alert when your bet is a winner.

How to Place a Bet at William Hill UK

Placing a bet at William Hill is easy, even for complete beginners. Just follow these steps:

 

1. Make a deposit if your account has zero funds.
2. Find an event by going through the menus or using the search bar.
3. When finding an event, select it to open all markets.
4. Select your desired betting option by clicking the odds. This will add it to your betslip.
5. Repeat steps 2-4 if you would like to place a multiple bet.
6. On the betslip, enter your stake. This will reveal the (maximum) returns.
7. Hit ‘Place Bet’ to confirm your bet.

By default, when you have multiple selections in your betslip, William Hill will make them into an accumulator bet. If you would like another type of multiple or system bet, just select the ‘All Multiples’ option and enter your stake in the desired bet type.

Live Betting

William Hill offers extensive live betting coverage, with hundreds of daily events across a wide range of sports. Users can bet on live football, tennis, basketball, baseball, snooker, rugby, table tennis, volleyball, eSports and many more. It is easy to see what is available because William Hill divides sports by section and indicates the number of events active for each. Within each sport, they then group events by competition.

The organisation within each individual fixture is just as tidy. At the top, you can access useful match statistics and text commentary. Underneath, you have market category options to help you find your ideal bet. To enable fast in-play betting, players can select ‘accept any odds change’ or ‘odds going up’ in the bet slip settings.

Selecting in-play football matches also offers bet builder functionality. Additionally, most in-play markets, across sports, are eligible for cash out.

William Hill Plus

William Hill Plus bridges the link between the online and in-store betting experience. With a free Plus card, customers can add, track and cash out their in-shop bets online via the Plus web app. This effectively gives players online betting features on in-store bets. Customers can place bets in-store using their online balance and even withdraw online funds in cash.

Additionally, William Hill sometimes offer customers in-store promotions through Plus. Overall, the free Plus scheme is a great addition for players who bet both online and at William Hill shops.

William Hill Casino

Players will find the main William Hill Casino within the ‘Vegas’ page of the website/mobile app. This section comes packed with a huge variety of games, including slots, roulette, blackjack, poker, slingo, scratchcards and arcade games. William Hill also boasts an impressive selection of jackpot games where huge prizes range from a few hundred up to millions of pounds.

At the casino, you can use the search bar to search by game title or developer. It is a sophisticated function that splits matching results into relevant game categories. On the busy slots page, which has hundreds of different titles, William Hill puts games into different themes, making browsing easier. On the desktop site, clicking the ‘i’ button on a game’s image reveals a game overview but not the RTP% figure.

Overall, this is a well-structured casino with a considerable game library that features many of the newest and most popular titles.

Live Casino Games

William Hill’s live casino offers a premium, real-time gaming experience powered by top-tier providers like Evolution Gaming, Playtech, and Pragmatic Play. Users can enjoy a wide range of classic casino games, including blackjack, roulette, baccarat, sic bo and poker. Many of these options come in different forms, either sticking with the traditional or providing a modern twist.

Game-show games have also proven a big hit at live casinos, and you will find many within the William Hill games collection. The likes of Monopoly Big Baller, Funky Time and Lightning Storm provide a simple yet extremely engaging experience. A great aspect of the live casino is that you can play without risking much money. Many games accept bets starting from just £0.10-£0.50.

William Hill Poker

While poker options are available at the William Hill casino and live casino, they see players take on an RNG or a live dealer. To face real-life players in a pure poker environment, you will want to head to William Hill’s dedicated poker platform. Gamblers can play in their web browser or download the desktop/mobile application. Through this, users can access various poker formats like Texas Hold ’em, Omaha and Stud and many game types, whether it be tournaments, Sit’ N Go or cash tables.

If playing poker, you will need to transfer money out of your main account balance to your poker wallet.

William Hill Bingo

William Hill Bingo offers a vibrant selection of bingo rooms with both classic and unique variants. Players can join 75-ball, 80-ball, and 90-ball games across a variety of rooms, including themed ones like Deal or No Deal, Fluffy Favourites and Age of the Gods. Ticket prices usually vary from £0.10 to £0.20, although you can find some more expensive games with big jackpots in the ‘Specials’ section. For each room, William Hill lists what special features it has, such as ‘free-ticket eligible’ or ‘1 and 2 to go’ consolation prizes.

The platform is very well presented, and there is a constant stream of action, meaning you never have to wait around. Moreover, the atmosphere is fun and friendly.

Mobile App & Desktop Experience

William Hill offers dedicated mobile apps for both iOS and Android, along with a fully responsive mobile website and desktop version. The experience is reliable and largely consistent across platforms, providing users with fast access to betting markets, promotions, account features, and live streaming. All platforms also come with an excellent search function for looking up sporting fixtures or casino games.

Players use the same William Hill login details to access the mobile apps and desktop platform.

William Hill Mobile App

William Hill have designed a mobile application for both Android and iOS. They are available to download directly from the Google Play Store (4.3 star rating) and App Store (4.7 star rating), respectively. With millions of downloads, William Hill put a great deal of effort into maintaining app quality. Both undergo extremely regular updates for fixing minor bugs or making improvements.

Having tested both apps, their performance is excellent, and they make it easy to place bets. There are also lots of great app features such as biometric login, ‘win’ alerts and special offer notifications.

Desktop Platform

William Hill’s desktop platform is beginning to look a little dated, but do not be put off by this. Despite its quite basic and dense appearance, this website functions well. Sporting fixtures are easy to find, pages have intuitive structuring, and there are usually short loading times. We also like the fact that you can enjoy a constant TV or radio stream as you browse through pages.

On the landing page of each sport, scroll to the bottom of the page, and you will find a densely written overview. This provides a general background of the sport and discusses featured betting markets. We do not recommend reading these, though, as they are often out of date.

William Hill Deposits & Withdrawals

At William Hill, you can deposit using methods such as PayPal, Debit Card, Instant Bank Transfer or PaysafeCard. If using the William Hill iOS mobile app, you will also have the option of using Apple Pay. The minimum deposit is £5. Players have access to the same methods for withdrawals, except PaysafeCard. Visa Direct is the quickest option when withdrawing, with players normally receiving their payment in under four hours.

The minimum withdrawal amount is just £5, while upper rates vary depending on the payment method. Bank transfers have the highest upper limit for a withdrawal (£100,000).

How to Make a Deposit

Here is how to top up your William Hill account:

1. Log in to your account.
2. Click the ‘Deposit’ button in the top right corner, beside your balance.
3. Select one of the available payment methods.
4. Enter your deposit amount.
5. Enter card details or PayPal email (if selecting either method).
6. Click ‘Deposit’ underneath.

If choosing to pay via PaysafeCard or Instant Bank Transfer, you will be redirected to another page to complete your deposit.

How To Make a Withdrawal

To take your winnings out of your William Hill account, follow these steps:

1. After logging in, click the button showing your balance to open the account menu.
2. Select ‘Withdraw’ underneath your balance.
3. Enter the amount you would like to withdraw.
4. Select your desired withdrawal method from the available list.
5. If you select a bank transfer, enter your bank account details (must be in your name).
6. Confirm the withdrawal.

Customer Support

William Hill has withdrawn its phone and email support for online customers, but you can still easily get in touch with them. Users can either write to @WillHillHelp on X (formerly Twitter) or, more conveniently, use the live chat feature. The live chat system works extremely well at William Hill. You will first be connected to a bot, but if it cannot assist you, you will be connected to a human customer service rep. Wait times are usually very short, and staff are extremely professional in our experience with them. The live chat interface enables you to upload documents securely, making it useful for things like verification.

William Hill also have an extensive FAQ section with answers to common queries. While the content can be useful, the answers are poorly formatted, making them hard to read.

Security, Licensing & Fairness

William Hill is fully licensed by the UK Gambling Commission, one of the toughest gambling regulators in the world. The brand has largely avoided running into regulatory trouble but received a hefty £19.2m fine in 2023 for failing to protect consumers and weak anti-money laundering controls. They have improved their act following this, with more checks in place to protect vulnerable customers from problem gambling.

William Hill has a page dedicated to game fairness, which outlines that all random number generators used on their site have external certification and undergo hours of testing. As for security, William Hill uses industry-standard SSL encryption technology across its website and mobile apps. William Hill has a great reputation and is a brand you can trust.

William Hill’s Reputation

While William Hill has many loyal and satisfied customers, this is not something that is reflected in online review sites and forums. Most online feedback of the brand is poor, especially on Trustpilot, where it has a 1.3 star rating. Most of the bad reviews are complaints from unlucky customers who have lost money and are blaming the games. Others relate to players no longer receiving bonuses or being ineligible for them. Overall, only a small proportion of complaints seem to bring up a genuine failing or serious problem.

Amongst the many complaints, you can find positive comments. Those praising William Hill usually speak about the customer service and generosity of bonuses. Obviously, the silent majority are those who are very happy with William Hill but do not leave reviews.

Responsible Gambling Tools

Within the ‘Safer Gambling’ section of your account, you can set up a variety of measures to help you stay in control of your spending. Available options include rolling daily, weekly or monthly deposit limits, time reminders, time-outs or a self-exclusion period. Players can also completely close their accounts if they never wish to return.

Players can block specific products, e.g. poker, Vegas, but they must contact live chat to arrange this. Like other brands, William Hill have a dedicated Safer Gambling page with links and information. They are also part of the GAMSTOP scheme.

William Hill vs Competitors

Compared with other major UK bookmakers like Bet365 or Betfred, one area of weakness for William Hill is live streams (outside of horse and greyhound racing). Their Bet Builder feature also falls short compared to rivals, as it offers fewer market options and is limited to football only. Despite this, William Hill has some strengths compared to its main rivals. Their cash out is more (and very clearly) widely available, and their mobile apps are extremely hard to fault. We also think William Hill are among the best when it comes to providing bonuses ahead of big tournaments/events.

Key Takeaways

William Hill remains one of the most trusted and well-known names in UK betting. It offers a strong all-round package with wide sports coverage, quality promotions, and user-friendly apps. While it has a few weaknesses, most everyday bettors will find plenty to like.

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