William Hill Review

Updated: July 7, 2022
Written by Martin Backhouse Last time updated July 7, 2022
Excellent odds Regular promotions Great app
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Terms & Conditions

New online customer only
Use promo code: P30
Minimum £10/€10 stake. Win only
Minimum odds of 1/2 (1.50)
Free bets paid as 2 x £15/€15
Free bets 30-day expiry
Deposit method, free bet, player and country restriction apply
Full terms apply #ad

Payment methods Visa, Apple Pay, PayPal, Paysafecard
License UK
Last update Reviewed in
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Martin Backhouse
Martin Backhouse
Content Manager
William Hill is a trustworthy betting site. It holds impressive licences, has high quality encryption technologies, and offers fair terms to players.
Martin Backhouse Content Manager

Is William Hill Safe?

Most punters in the UK can recognise this hugely successful brand due to its high street presence, but the William Hill logo is known around the globe.

In this William Hill review, we’ll put their online sports betting offering under the microscope. This includes a look at all of their international licences and safety procedures.

We’ll also explore how they are able to offer some of the highest payouts in the business. Read on to discover all you need to know.

william hill sports review overview
Safety rating
London, UK
Sister brands
Mr Green
Is it listed?
Yes, on the FTSE 250
Test period
8 hours
William Hill plc
Customer support
Pros of William Hill
Cons of William Hill
  • No live streaming schedule
  • Payment restrictions for bonuses

William Hill Security Features

william hill sports review safety and security
Is William Hill safe?
Ever blacklisted
Ever fined
Bonus terms
128-bit (standard)
Withdrawal problems
Payment options
Protection of funds
2-step verification

William Hill is a betting giant, and as such take the security and safety of its players very seriously. Your personal information is protected with 128-bit SSL encryption on site.

This is a standard fraud prevention system that helps code your sensitive information away from hackers. Other sites boast 256-bit which is safer, however, many consider 128-bit sufficient.

Protection of Funds

Betting sites in the UK are bound by their licence to hold player funds separately. This ensures protection for monies deposited as they are held by a third party, away from the day-to-day finances of the company.

The Gambling Commission in the UK rates how safe the measures are in place, as they can vary. For our William Hill review, we found that they have been given a medium rating. While we don’t expect William Hill to fall into administration, it’s nice to know that your money is safe.

With a medium rating, however, it is not a complete guarantee that funds will be released if they do go under.

Key insight

Very few betting sites we’ve come across have a high-rating, with medium being the most common.


Licences ensure that operators adhere to strict guidelines that protect players in terms of fairness and security. William Hill is licenced by the Gibraltar Gaming Commission and the United Kingdom Gambling Commission (UKGC).

Both of these are highly reputable and notoriously difficult to acquire. Therefore, they are considered safe.

On top of these European licences, William Hill is also able to operate in:

The portfolio of licences speaks for itself. Bear in mind that William Hill is bound by the terms of each and every licence it has in its possession.

That means they need to consistently meet the highest of standards across a number of markets. By holding all of these licences at the same time is notable.

Responsible Gaming


Bookmakers in the UK are required by their licence to provide players with tools to promote responsible gaming.

For the purpose of our William Hill review, we tried the tools out. Being able to block a single product is an excellent tool which means players are able to block out certain products such as casino games, or sports markets.

At William Hill, there is also the option to set deposit limits and have session time reminders to show you how long you’ve been logged in for.

We can say the tools worked as they should. In saying that, other betting sites such as LeoVegas promote these tools more clearly. William Hill does offer the tools, but don’t go further than their licence requirements.

Key insight

You can access the safer gambling page from either the help page or via the link in the footer of every page.

William Hill Fines

As William Hill are subject to scrutiny from all of the above commissions, their practices are under close inspection.

In 2019, William Hill took a hit after they were found to have not followed proper procedures. Several large deposits were not questioned, and it was later revealed that the monies were related to criminal activity.

The investigating UKGC deemed that company had failed in its duties and they were fined £6m. This fine was down to not checking where funds came from, so it’s not really an issue of safety – but certainly, something to think about.

William Hill is Trusted Because
  • Provides a valuable new customer offer
  • Holds reputable betting licences
  • Trusted banking options
  • Good customer support
  • Data is protected with top class 128- bit SSL encryption
  • Has competitive odds

William Hill Betting Offers

Sign-up Bonus
william hill sports review bonus and promotions
Bonus type
Bet and get
Not required
2 x £15 free bets
Bonus code
Minimum deposit
Time frame
30 days
PayPal eligible?
Eligible payment methods
Other promotions
Minimum odds
Get £30 in Free Bets

William Hill Sign-up Offer – £30 in Free Bets


The new customer offer at William Hill is very appealing for sports bettors. You’ll get 2 x £15 free bets if you place a bet of £10 which is without a doubt, excellent value.

What we really like about this promotion is that it’s not complicated to get your free bets, and there are no additional hoops to jump through.

Place your £10 bet, and you’ll receive your free bets. In terms of a legit bonus, the simpler the better, so for us – this is a huge plus.

That’s not to say that there aren’t restrictions of course. In the first instance, be sure to use the code P30 when opening your account. If you miss this step, then you won’t be deemed eligible to take part.

william hill welcome bonus register for a new account
Open a William Hill account

and use the promo code P30

william hill welcome bonus deposit

using one of the accepted methods

william hill welcome bonus place qualifying bet
Place your first bet

with a stake of at least £10 at odds of 1/2 (1.5) or higher

william hill welcome bonus free bet credited
Get two £15 free bets

added to your account

Welcome Bonus Key Terms and Conditions

We’ve gone through the terms of the William Hill free bet offer and found nothing out of the ordinary.

Free Bet Checklist

Free Bet Checklist
  • Need to be a new player
  • Use code P30
  • The minimum stake of £10 and odds of 1/2 or higher need to be met with your FIRST bet
  • Each-way bets count, but the win part of the bet has to be £10 or more (so total bet £20)
Key insight

Make sure your first bet meets the qualifying criteria or you will not be eligible to claim the free bets

Bonuses for Existing Players

This is an area in which William Hill excel. Existing players can pick from offers across a range of sports on a daily basis. At the time of writing you can take advantage of:


William Hill Bet Boosts

Bet boosts are on markets that you select. If you want to back a horse at say 2/1, if you use your bet boost the odds may be enhanced to say 5/2. So, it’s definitely worth it.

As per the terms of the offer, the maximum stake for these is £20.

William Hill Loyalty

William Hill is currently promoting the ‘Scratch of the Day’ offer. This gives all players in the UK and Ireland the chance to get a reward.

As you might have guessed from the name, it is in the form of a scratch card. Reveal the three symbols and if they match you will get a reward. These range from deposit bonuses, free bets, accumulator boosts and more. Each will come with its own terms and conditions so be sure to pay attention if you win.

It’s free to play, but prizes are not guaranteed. In saying that, we think it’s a nice way to provide players with additional rewards.

Sports Betting Markets and Odds

Sportsbook and Features
william hill sports review type of bets
Cash out
Yes, and partial cash out
Number of sports
30+ (excelllent)
Bet builder
Yes, but limited
Top sport
In-play markets
Other markets
Horse racing, tennis, cricket, basketball
Daily offers
Market depth
100's for top events
Live streaming
Yes, but no schedule

William Hill is one of the most respected sportsbooks for a reason, and one of those reasons is certainly choice. There are over 30 different sports to bet on including:

This is by no means an exhaustive list of the sports on offer, just a snippet of what you can expect on daily basis.

On top of the range of sports, the market depth is also impressive. You’ll find hundreds to choose from on top football games and dozens in less popular sports.

Maximum Payouts

Maximum Payouts
william hill sports review maxmium payouts
Top level football
Other football
Horse racing (UK and IRE)
Horse racing other

This is another aspect of betting to consider; regardless of what your potential pay-out is on a bet – maximum payouts will apply.

At William Hill, these limits are higher than most other bookies. In fact, only William Hill and bet365 promote a £2,000,000 maximum win amount. This applies only to the following football leagues:

Different levels of the same sport can also have different limits. The same is true with horse racing with graded and class 1 & 2 races qualifying for the highest payout limits.

It’s worth checking the payout for the event your betting on to avoid disappointment.

Does William Hill Have Competitive Odds?

The only way to know if a site is competitive is to compare odds. However, a good, legit, betting site should be competitive all the time.

All bookies add an edge of some sort, but some do add more than others.

To give a full William Hill review, we’ve examined a few of the football betting markets currently online. We can see that William Hill offer an average margin of 5% for 1×2 bets. A 1X2 bet is a simple home team win, draw, or away team win.

Let’s take this as an example.

Margin Comparison Chelsea vs Newcastle
BookmakerNumber of markets1X2 Margin
William Hill459+5%

In this example, you can see that they are competitive with a 5% margin.

It’s also worth bearing in mind, however, that this is a snapshot of a major market. William Hill are also providing the most markets for this match. We’ve looked through other markets including over/under markets and can see that they offer a lower margin on those than 888Sport.

All respected bookmakers in the UK will be there or thereabout with their odds. It depends on what market you want to bet on which firm will provide you with the best value.

Football Betting and Partnerships


William Hill and football betting go hand in hand. For top leagues and games, you’ll find hundreds of different bet options from enhanced odds, #yourodds to other events such as the number of corners.

The + number at the side of the odds shown above indicates how many markets are open. Over 400 is far more than your standard bookmaker.

Although William Hill showcases a wide range of markets across a number of sports; football is where they stand out. The brand is currently partnered with Premier League giants, Tottenham Hotspur and they are also the sponsor of the Scottish Cup.

They are also to sponsor one of darts major events, the PDC World Championships. In the past, horse racing and greyhound races have also been in their portfolio of top partners.

Betting sites and sponsorships are nothing new, but having these high-level deals in place further cements their legitimacy.

Betting in-Play

William Hill are something of a trendsetter in this department and provide one of the industry’s best in-play offerings.

There are markets aplenty with odds updated regularly. In our experience, we’ve not had any bets cancelled that have been at the wrong price. This can happen if live bookmakers don’t bring odds in line with the market quickly enough.

The little extras make the experience all the better with:

So, if you’re looking for an in-play platform, William Hill might just be for you.

Live Streaming Options

Live streaming of events can enhance in-play betting, but it’s also fun to watch your other bets play out. At William Hill, you can tune in to a number of sports live.

Normally, as is the case at William Hill, you don’t need to have a bet on an event to watch. If you have a funded, verified account, or have placed a bet within the previous 24-hour period you can watch one of their events.

Of course, not all sports are offered. Simply lookout for the small tv icon beside an event. If it’s there, then you can watch the event in your region.

William Hill Cash Out (Cash In)

The cash out feature at William Hill is referred to as ‘cash in’, which kind of makes sense. It works in the same way as any cash out feature, with the William Hill version being one at the top end.

The feature is available on most top tier football markets, and some other sports. However, it’s not as widely available as some other sites have it.

Partial cash in is an option, allowing you to cash in a certain amount of your winnings while leaving some of your stake on. This gives players a lot of control over their bets and is a cool addition.

Use the feature wisely though, as it doesn’t offer great value. Remember, a bookie won’t give away money if there is nothing in it for them; margins are built into the amount they will offer for cashing out early.

Payment Options

William Hill Minimum Deposit and Withdrawal Times
Payment MethodMin Deposit/Withdraw Withdrawal Time
Visa£5/£51-3 working days
£5/51-3 working days
paypal£10/£10Within 24 hours
”trustly"£5/£51-5 working days
bank_transfer£25/£255-10 working days

Although William Hill promotes a decent amount of payment options, very few will allow you to claim bonuses.

If you want to deposit, claim bonuses, and withdraw in a timely manner then using Apple Pay is your best option. Of course, if you don’t have an Apple device, then a debit card would likely be the way to go.

The fact that UK players can no longer use Skrill or Neteller at all is also a blow. These e-wallet solutions offer a safe way to deposit but have been known to cause online bookies issues.

Key insight

The withdrawal times at William Hill are slightly shorter than the average bookmaker, but sites such as Paddy Power offer instant withdrawals to many methods, including debit card.

William Hill Plus Card

There is also the option to deposit with cash via a William Hill shop. This works the other way too with players being able to cash in bets placed in a shop via your mobile device.

It might not be practical for all, but if it’s more convenient for you to go to a physical shop, then your withdrawal time is greatly reduced.

There are other benefits to the card too, such as exclusive promotions. So it does add an extra element for certain players.

William Hill App

App Overview
william hill sports review app and mobile
Safety rating
Operating system
iOS 11.0 and Android
Number of sports
Same as desktop
Live streaming
User experience
Very good
Cash out
2-step log-in

William Hill were ahead of the mobile betting curve and as such hold one of the best apps in the business. Their dedicated sports apps for both iOS and Android come highly rated, and it’s easy to see why.

The design is crisp, and the app is well signposted. Promotions are available and the product has an overall premium feel. With more and more punters flocking to betting apps, this is a big tick for William Hill.

Of course, with all aspects of our William Hill review, we want to know how safe it is. We’re happy to say that they have a 2-step log-in verification, and you can also use your fingerprint to log-in. This is really key for us at legit as it shows that safety is a concern.

As well as a dedicated app, you can bet on the mobile version of the site. Similarly to the app, it’s a good experience and we didn’t encounter any glitches.


Customer Service in the UK

William Hill UK Support
william hill sports review customer service and support
Live chat
Free to call
Yes, from UK landlines
Response time
Live chats within 2 minutes
0800 0856 296
William Hill (over 200k followers)
Additional languages
16 including Finnish, German, Greek

If an issue pops up, it’s good to know that help is on hand. Customer service is important for any company, especially when approving them as legit or not so we’re happy to see all those options available.

Response times can be a little slow, but we found the agents to be helpful, and knowledgeable.

User Experience

William Hill is traditionally a land-based betting firm in the UK. When it moved operations online they used the services of a company called OpenBet to provide the platform.

This was in 2007 and William Hill still uses the same platform to this day. In saying that OpenBet has changed slightly. It now forms part of the huge SG Digital company.

SG Digital provide services to the biggest brands around the globe, including casino products too. It is one of the largest and trusted providers in the industry.

William Hill does make their own odds with in-house traders, but the system is powered by OpenBet.

While some brands such as 888Sport rely only on in-house technologies, many companies outsource to specialists. It is certainly not something to be concerned with, but it is always wise to be aware.

Other Products


Dozens of live casino tables


A slot filled casino


Daily bingo games


The William Hill poker client

Our William Hill review wouldn’t be complete without mentioning the other products on offer. Players can also play in a state-of-the-art online casino.

The site is broken down into clear sections with traditional casino games such as Blackjack and Roulette separated from slots. Other products on offer are:

William Hill provides a full sweep of these. There aren’t many bookmakers in the UK who provide such an in-depth sportsbook, and all the other products on top. This gives an indication of how big the brand is.

Top Tips

Tips and Tricks

  1. We recommend depositing with Apple Pay to claim to welcome offer
  2. Make sure your first bet meets the requirements to claim the offer
  3. Check out the wide range of podcasts
  4. Try out the cash out feature
  5. Look through #yourodds for unique betting markets

Improvement Areas

They are not a perfect sports betting site, but their shortcomings do not bring them down too much.

It would also be handy to see a schedule of upcoming live stream events.

If we’re being picky, we would also like to see some more payment options, especially ones that qualify for bonuses. Most betting sites in the UK provide more variety in this department.

Notably, Skrill and Neteller seem like big omissions. Both of these methods are geared towards online betting and provide players with secure transactions.


In this William Hill review, we’ve highlighted the pros and cons. On balance, we can say they are a safe betting site.

They offer good odds, a wide range of markets and are an established brand. William Hill operates in many different regions and has earned a sterling reputation.

We like the addition of a radio channel and podcast to get the latest news on what’s happening in sport. It’s a really interesting extra that they provide. Other features such as cash in work well too which makes for a great betting experience.

If you are thinking of joining a new sports betting site, William Hill comes highly recommended with a legit tick of approval.

william hill sports review betting overview
William Hill provides a safe betting platform for players. There are a number of top payment methods including PayPal and offers come with fair terms.
Back to top


Is William Hill Legit?

William Hill holds several impressive licences and has been operating for many decades. At legit, and beyond, William Hill is highly regarded as legit.

Is William Hill a good betting site?

Yes, there are dozens of different sports to bet on and each sport has excellent market depth. Odds are competitive with other big hitters in the industry and there are nice promotions to take advantage of along the way.

Can you cash out at William Hill?

On selected events, yes. There is also the option to partially cash in your bet, meaning you let some of the stake rides while cashing out a set amount.

How long does it take to withdraw from William Hill?

From as little as 24 hours – 3-5 working days depending on which method you use.

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