William Hill Review

One of the biggest and oldest bookmakers in the world, listed on the FTSE 250. With William Hill you can do pretty much everything you would want from an online bookmaker with a large sportsbook, great live betting, excellent streaming, mobile app, Cash Out, in store betting, phone, text, casino, bingo etc., what more could you need. If you are someone looking for just one betting site to do everything with then William Hill must be in your top three.

Offers are good on the whole, especially for major events, and odds are some of the best overall.  You are going to want William Hill as part of your betting portfolio based on the number of betting options alone.

  • Big and Powerful Bookie - Few can match the resources and features Hill's can offer
  • Great Live betting with streaming, every feature and a large range of markets
  • Bet online, by phone, text and in store with a huge array of payment options
Welcome Offer: Bet £10 Get £30
New William Hill online customers only. Min. unit stake of £10/€10 at odds of 1/2 or greater. Only the “win” part from EW bets will count. Free bet terms, payment method & country restrictions apply. Free bets credited as 3 x £10/€10. Free bet stakes are not returned as part of the settlement of successful free bets. All Free Bets must be wagered within 30 days.
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About William Hill

wh logo

Even if you have never placed a bet you will know who William Hill are. With a presence on every UK high street, strong advertising and an online presence - If an alien happened to land in the UK they would think William Hill offer services critical to humanity.

William Hill currently claim around 25% of the UK betting market, run over 2300 shops in the UK, online they operate in 200 countries, available in around 20 languages and accept the widest range of currencies and banking methods. With an annual revenue that exceeds £1.7 billion and employing over 16,000 people it is safe to say William Hill are one of the biggest corporate betting enterprises in history.

Founded in 1934 by, no surprises, William Hill. Mr Hill born was Birmingham in 1903 and began by operating an illegal book with locals from his motorcycle while working in a local factory. William joined the Royal Irish Constabulary Reserve Force (Black and Tans) in 1919 based in Cork where he went on to set up as an on course bookie in 1925 but quickly lost all of his cash. In 1929 he moved back to London, and after taking bets on greyhounds he went on to set up an illicit gambling den in 1934 taking advantage of a legal loophole that allowed bets by credit and post rather than cash. In 1944 Hill produced the first fixed odds football coupon and his holding company was listed on the London Stock Exchange in 1954.

William Hill initially thought legal betting shops were “a cancer on society” but reversed this opinion in 1966 when he opened his first shop, although the delay allowed his competitors to take the initial advantage. William died in 1970 aged 68 and the company was acquired by Sears Holdings in 1971, followed by Grand Metropolitan in 1988 and Brent Walker in 1989. Brent Walker collapsed due to massive debt and William Hill were taken on through a leveraged buyout by Nomura a Japanese Investment bank in 1997, William Hill online launched in 1998. Nomura offloaded the company following a failed floatation to private equity firms Cinven and CVC in 1999 and floated on the London Stock Exchange in 2002.

wh nevada

In 2005 William Hill purchased 624 new shops (although forced to sell 78 by competition watchdogs), in 2008 they went into partnership with Orbis and Paytech (parting in 2013) to boost their underperforming online operation and expand their casino services.

Like most other big bookies William Hill moved their sportsbook and online gaming operations to Gibraltar in 2009 for 'tax efficiency'. They are now truly an international bookie, even becoming the first European operator to be awarded a gaming licence in Nevada, US (see image above).

William Hill currently operate one of the biggest and most expansive online betting operations in the world. With Live betting in play, Cash Out, streaming, radio, games, casino, financials, shops, news and promotions, you can see where the tag line “home of betting” comes from. You can get everything from William Hill apart from an exchange. William Hill have over 2.5 million customers, and that kind of says it all.

Interface and Appearance

home WH

Back in 1998 William Hill became the first UK bookie to launch an online site and this improved leaps and bounds through a merger with Playtech nearly 10 years later. Although William Hill later parted company with Playtech, it was an inspired move to bring the company into the modern world.

A sophisticated site that runs exceptionally smoothly considering its depth. Major sections and markets are easily reached from the top bar on the home page that actually does away with the need for a left hand menu bar. Aesthetically the site is not the best, but by no means the worst.

The amount of information on the home page requires a lot of scrolling through, with in play, betting highlights, popular bets, news, stats, race cards, and more. You simply can’t boil down this much information into a user friendly page and this is a little bit of a let-down with William Hill. The classic colours of royal blue and white are distinctive, clear, and work well, odds are easy to see in black against white background and text font isn’t too small.

William Hill offer a plethora of mobile apps for their various sports, gaming and financial offerings. The main sports app does a better job than the main site at presenting the large depth of market on offer. The blue and white colour scheme works really well, the home page is not crowded at all showing top bets with tabs for in play, highlights and favourites. The A-Z menu is easily navigable with icons and decent sized text. You can play a few games and virtual on the main app, with a full sportsbook, in play, streaming and radio services. Not quite one of my favourite apps but certainly very functional and easy to use, you can see the development that has gone into the app.


As you would expect from their size William Hill offer a lot of markets to their customers. Depth of market is really good and William Hill are a great bookie for those who like to bet on a variety of markets and events.

William Hill were the first to offer a fixed odds football coupon back in the 1940’s and today you can bet on all major world football, right down to the South Korean K-League. You can bet on: American football, baseball, basketball, boxing & wrestling (inc UFC/MMA), cricket, cycling, darts, eSports, Gaelic sports, golf, greyhound racing, handball, horse racing, hurling, ice hockey, motor racing (F1, MotoGP, motorbikes and others), rugby (union and league), snooker, speedway, tennis, winter sports, volleyball and more.

wh markets

Major events can carry a depth of market into the 100’s of betting lines and a big football game will give you every market you imagine to bet on.

William Hill offer their customers good non-sports and specials markets too. You can bet on lotteries, UK and world politics, TV awards, sports personality, weather, Royal specials, next pope, etc. A full virtual betting world is available and William Hill provide a full financial betting option with dedicated mobile app if you count yourself a bit of a trader.


betting oddsWilliam Hill are very competitive around major headline grabbing events and often sit near the top of the odds charts for big outright bets. On the whole the odds are decent across its book and profit margins on some sports like Basketball are small meaning they offer particularly good odds here.

Considering their size you would expect William Hill to offer more enhanced odds promotions than they do, although this does seem to be improving of late. You can get regular money back offers on Football including money back accumulator (acca) insurance, bore draw money back and a few others. There are bonuses year round for flat and jump horse racing.  You can also get decent offers on other sports around big events.

Odds are available in fraction, decimal and American formats. Prices are always available if you request them online or in store, see the contact information section.

Minimum / Maximum Bets and Payouts

limitsMaximum bets and payouts are not always very clear with bookies and this leads to problems every year with someone having their payment capped on their big win. This doesn’t just affect those placing large wagers but also punters wagering smaller amounts on selection(s) with high odds. Make sure you check your payment limits before you start.

Minimum and maximum bets are clear as day at William Hill. The minimum stake is really low at £0.03 on singles and £0.01 on multiples. Maximum bets are not determined and are set based on maximum payout limits. William Hill operates one of the biggest telephone betting exchanges, minimum bets by phone are set at a reasonable £10/call (min £1 single, £0.25 multiple).

As well as betting by phone you can also bet by SMS text service (53128). Simply write your bet out as you would on a bet slip and text in (e.g. 10 win Liverpool) minimum bets are low for this service at £1 and you can even deposit and withdraw by text which is a nice function.

Maximum payouts are good at William Hill, you expect this with pockets as deep as theirs. William Hill have a tiered payment structure based on bet types within each sport so check your maximum payout carefully. You can win up to £1 million on UK and Irish horse racing, £2 million on major men’s football, £500k on golf, £250k on tennis and most other major sports, £25k on other minor sports and non-sports, £50k on politics, £250k on virtuals and up to £1 million on lotteries.

Maximum payouts are defined by the market with the lowest cap so bear this in mind when placing multiples bets that combine markets.

Live Betting and Streaming

live WH

Live In Play Betting

In play with William Hill is one of the most expansive packages available online. Hardly the most attractive live betting feature around but it does do the main things right, it is smooth and simple, odds are clear, update rapidly and you can see easily if steaming and Cash Out are offered on markets. The in play schedule is also very useful and easy to use.

When you expand an in play market you are presented with clean graphics that display text commentaries and statistics. Combined with great news, radio in play, blogs and results features the live betting service at William Hill is nice to use. The simple blue and white colour scheme works excellently in play and you appreciate less is more with these guys.

The desktop site in play feature has the same old problem with scale. Markets are only semi-permeable leaving your eyes scanning and scrolling through sometimes 100’s of betting lines at busy times. William Hill are by no means the only bookie guilty of this but it seems so counter-intuitive for a service that is all about getting your bets on quickly. The mobile app is a saving grace in this regard. Live betting on mobile is so much clearer and easy to use.

There are better in play packages around, with the likes of Bet365, but not too many in play features that are better on mobile.

Live Streaming

live stream footballWilliam Hill do throw their financial weight around when it comes to offering live streaming. William Hill TV (WHTV) offer streaming daily with football, tennis, major horse racing and loads of other sports from basketball to volleyball. The streaming service runs in combination with the dedicated in play radio service and text commentary meaning it is possible to get minute by minute action on all in play markets.

You don’t have to have funds in your account to watch WHTV which is a nice feature. You must however stake a minimum of £1 to watch a live horse race. The streaming service runs seamlessly with in play and can be accessed fully through the mobile app. Streaming is indicated by a small TV symbol next to the event or can be accessed through the WHTV tab in the top bar.

William don’t quite offer the multi-event streaming functionality that others do, there are no bespoke event views or personalised grid systems in place. In saying that it is the simplicity of the William Hill live betting and streaming that is the selling point so perhaps this is not such a bad thing.

Mobile Betting

Mobile WHEluded to earlier the mobile app offering from William Hill provides all the functions you get from the main site, you can manage your account, bet in play, stream, etc. The interface is good considering the depth of features offered, on the whole I prefer to bet from the app rather than the site.

William Hill offer bespoke apps for Casino, Live Casino, Vegas, Games, Scratch cards, Bingo and financial betting as well as offering some games and virtual betting through the main app. All the apps rate good on both Apple and Android (minimum 3/5 stars) and are revamped regularly.

It is worth mentioning how William Hill deal with scale very nicely on mobile, other bookies could learn a lesson from this. The home page and individual pages for specific sports and in play offer really good collapsed menu options without losing any function. You don’t spend long scrolling or finding your bet, which is essential while on the move or betting in play.

The mobile site is also very good if you don't like having a lot of apps on your mobile device.

The wide ranging reach of William Hill also means they are available in more countries than many other online bookmakers.  This means it is one of the better apps for coverage when William Hill casino review.

Cash Out

Cash Out, or indeed ‘Cash In’ as William Hill term it, is an excellent new feature to enter the world of online betting. It is a simple concept, place a bet on a qualifying market and you can cash in your bet before the event runs to completion for a fixed sum there and then. This can be before the event starts or even in play. This adds a great new tactical dimension to online betting, particularly useful in mobile gambling.

As an example you have placed a £10 bet on England to win a test match at 2/1 before the match, at the end of day 4 England are 120 runs behind with 5 wickets remaining. Let’s say you are being offered odds of evens to Cash Out your bet at this juncture, you may decide to cash in your bet at lower odds rather than risk losing the whole amount. Beware your settlement will always be a lower value than your potential winnings will be if you were to allow the bet to run to completion.

Cash In amounts on qualifying bets are clearly displayed in the open bets section, William Hill offer Cash In on a large number of markets and also offer partial Cash In functionality.

Gaming and Casino

william hill casino

In a similar vein to the sportsbook William Hill offer a full array of casino and gaming options with specific sections on the site and mobile apps for each.

You can get additional bonuses for using these services.  For more about the casino read out William Hill casino review.

Social Media

William Hill have a long running social profile. On Facebook they are liked by nearly a million people and the page is updated with news, offers and fun tit bits on a daily basis.

You can follow them on Twitter (@WillHillBet) with lots of tweets every day, again with offers, news and trivia. William Hill have several Twitter feeds for racing, casino and country specific pages.


I find it hard to come up with a true USP for William Hill. They are one of the biggest corporate bookmakers around and they pretty much do everything you want from a bookie but nothing especially stand out. In play and streaming are excellent but not necessarily unique. The option to bet in a huge number of stores as well as online is a draw but again not novel. The plethora of payment options is impressive and the mobile app is really good – but hardly ground-breaking.

William Hill do offer a Tip Advisor section that no other bookie really has anything like. Here you can get tips from other successful punters on the site, you can follow specific people’s bets and even create your own profile. There is even a leader board and trophies for the best tipsters.

A lot of additional features are offered by Hill’s too. News and blogs are good, the radio in play service is one of the best and the number of gaming and casino options is very good including the likes of scratch cards and financials that not many other conventional online bookies offer.

Payment Options Deposit/Withdrawal

Method Min Deposit Min Withdrawal Fees Withdrawal Time
Debit Card £5 £5 0% 3-5 Days
Credit Card £5 £5 0% 3-5 Days
PayPal £10 £5 0% Up To 24hrs
Skrill £10 £5 0% Up To 24hrs
Neteller £10 £5 0% Up To 24hrs
Cash - Cash Direct £10 £10 2300+ Locations n/a
PaySafeCard £10 By Bank or cheque 0% 5-10 Days
Bank Wire £25 £25 BACS Free 3-5 Days
ecoPayz £10 £5 0% Up To 24hrs
Entropay £10 £5 0% 3-5 Days

I don’t think you can really go wrong with William Hill when it comes to payment options and features. You can deposit in an inordinate number of ways, all fee free at their end and with good limits. You can bet in 11 currencies and services are available in 24 languages in over 175 countries worldwide. For information on how each deposit method works see out payment options section.

How to place a bet

Betting with William Hill is as easy as it could get. Open an account, select your currency and deposit by any of the means shown here. Add your selection(s) to a bet slip and you are ready to click ‘place bet’. You can use the same account to bet by phone, text, mobile and in store.

With William Hill you can also deposit into your account with cash or card in store (min £10, max £5000). There are no credit checks, following deposit you will receive a CashDirect voucher code that can be redeemed online. You can also withdraw using CashDirect up to £500 if you deposited using this method, in the withdrawals sections select CashDirect, you will be issued with a code than you can redeem in store. Up to two withdrawals a day are possible with this service, obviously you cannot do this with online-only bookies.

Plus Card

william hill plusA truly useful feature at William Hill is their Plus Card.  This is effectively a card linked to your online betting account wallet.  This allows you to deposit and withdraw funds, in cash, to and from in your account from a William Hill shop without having to wait for money to clear following a withdrawal request.  

With over 2300 shops this means you've got a lot of choices.  The card can be used to bet on sports or games in store using the digital terminals or simply to withdraw online winnings or deposit to your online account.  The facility also means bets placed in store through the card qualify for online offers and are eligible for features such as cash in.  


Payment homeWilliam Hill will takes deposits in the following range of currencies although please note that you stick to the currency with which you open your account with: Australian Dollars (AUD), Canadian Dollars (CAD), Danish, Kroner (DKK), Euros (EUR), Hong Kong Dollars (HKD), Japanese Yen (JPY), Singapore Dollar (SGD), Swedish Krona (SEK), Swiss Francs (CHF), UK Pounds (GBP) and United States Dollars (USD).

Deposit limits vary by funding method and currency but for general card payments (Visa, Maestro, Mastercard) the minimum is £5 with a maximum of £99,000 in any 24 hour period. William Hill offer a dizzying array of payment options pretty much unbeatable elsewhere.



You can withdraw in all the currencies you can deposit with but methods are a little more limited compared to deposit options. It is easier to list the methods you can withdraw with:

  • All major Debit and Credit cards
  • Visa and Visa Electron
  • Mastercard
  • Maestro
  • PayPal
  • Entropay
  • ecoPayz
  • CashDirect (in store)
  • Skrill (moneybookers)
  • Neteller
  • Click and Buy
  • InstaDebit
  • Bank Transfer BACS
  • Cheque

Withdrawals are free of charge at the William Hill end but some charges will apply from your bank for wire transfers, any fee is clearly displayed on the withdrawal page.

All withdrawals are instantly processed and will take around 2-5 working days to appear on your card due to normal bank procedures. If you withdraw into digital wallet services such as PayPal and Skrill payments can clear in a matter of hours.

Minimum and maximum amounts you can withdraw vary by currency and method. For most methods minimum withdrawal amounts are as low as £5, £10 for CashDirect and £25 by bank transfer or cheque. Maximum withdrawal for debit card payments is £60,000, credit cards and entropay £99,999, £100,000 for bank transfer and cheque and between £5,000 and £80,000 using other methods.

Customer Service

customer serviceWilliam Hill do train their staff well and you can see this straight off when you phone up. For a quick answer pick up the phone to get a knowledge and accurate answer.

Customer services are available 24/7 by Freephone, live chat, email and conventional post. The searchable help section on the site is very useful and contains clear answers too. You can also use the site in the following languages: English, Spanish, Italian, Russian, Finnish, Japanese, French, Austrian, Romanian, Swedish, Czech, Polish, Slovak, Chinese, Dutch, Portuguese and more.

See the contact details section below for ways to get in touch

Responsible Gambling

responsibleGambling in the UK is taken seriously and agents are required to possess a UK gambling commission licence for the protection of both you and the bookmaker.

Licences require operators to offer tools that enable punters to gamble safely and responsibly are enforceable by Law in the UK, including possible revocation for breaking guidelines. There are also many independent sources of gambling advice too including Gam Care (http://www.gamcare.org.uk/).

William Hill offer the following features to help you bet in a safe and responsible way.

  • Deposit Limits – daily only
  • Self exclusion – 6 months – 5 years or permanently
  • Time Out - One day to 6 months
  • Time restriction – games only
  • Limit Access to specific sections, casino, etc.
  • Full customer history to keep track of your betting habits
  • Advice and referral service
  • Parental control available

Licence Information

licencing colourUK licence ref/No: 39225

William Hill as UK licence holder are safe to bet with.

Further details about licence numbers, permitted activities and restricted territories can be easily found in William Hill T&Cs.

William Hill are also licensed in a range of other territories around the world, including being one of the only licence sports book operators in Las Vegas.

Read more about licencing and law in our dedicated guide.

Contact Details

  • Name: William Hill
  • Registered Company Name: WHG (international) Limited
  • URL: http://www.williamhill.com/
  • Customer Services: 0800 085 6296, 0300 123 0794 (mobile Freephone), +44 800 3551 3551 (overseas)
  • E-Mail: This email address is being protected from spambots. You need JavaScript enabled to view it., This email address is being protected from spambots. You need JavaScript enabled to view it.
  • Customer services address online: William Hill Online, 6/1 Watersport place, Gibraltar, GX11 1AA.
  • Customer services address in store: Greenside House, 50 Station Road, Wood Green, London, N22 7TP.
  • Phone betting (24/7): 0800 44 40 40, 1800 333 555 (IRE), +800 11223311 (overseas)
  • Phone commentary (horse and greyhound): 0870 518 1715 (10p/min)
  • Text Betting: 53128
  • Twitter: @WillHillBet and more
  • Registered company address: WHG Limited, 6/1 Watersport place, Gibraltar, GX11 1AA.
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