William Hill Bookmaker Review UK 2026

Our William Hill review explores whether this heavyweight of the UK betting industry lives up to the hype. William Hill is a name woven into the fabric of sports betting in the UK and we confirmed that it is a fantastic sports betting site, with very few faults. It is secure, trustworthy and provides competitive odds, with their overround being consistently under 110%. With 35 different sports to bet on, BOG for horse racing, over 200 markets for top-level football matches, a great in-play section and 24/7 customer support, William Hill UK are up with the best in British sports betting.

What we like about William Hill

What we don’t like about William Hill

William Hill is fully licenced in the UK. They are operated by WHG (International) Limited, and they are licenced and regulated by the UK Gambling Commission under account number 39225. The operator also holds licences with the Gibraltar Gambling Commissioner, the Malta Gaming Authority and the Irish Revenue Commissioner. This means that William Hill must abide by a strict code of conduct and that they are comprehensively regulated and monitored.

Your personal and financial data and your cash are secure at William Hill. SSL encryption and two-factor authentication (2FA) give you secure access to your account. There is a detailed privacy policy that outlines how your data is used and stored. There is a Gaming Fairness section and an extensive Terms and Conditions document. You will also find a process for making complaints, should you have any issues with William Hill. The bookie is registered with the Independent Betting Adjudication Service), demonstrating their willingness to comply, their confidence in their services and their commitment to safe and fair gambling.

William Hill UK fulfil their commitment to promote and endorse responsible gambling with a dedicated safer gambling hub and a more detailed section in their FAQs. They provide safer gambling tools including deposit limits, time-outs, account closure and self-exclusion. There are links to outside agencies through GambleAware and GAMSTOP, where you can find links to support groups, forums and chatrooms.

While William Hill generally has a well-earned reputation as a solid and reliable operator, with over 90 years in the UK gambling industry, they are not without controversy. In 2023, they were hit by a record fine from the UKGC for social responsibility and anti-money laundering failures. However, the UKGC stated that a record fine was imposed rather than a licence suspension, as William Hill had recognised their failings and had acted rapidly to implement improvements.

Is William Hill Legit?

Chris Sampson: It is vital to have confidence that any betting website is safe, secure, licensed and regulated. William Hill more than satisfies these criteria. They are fully licensed, well-regulated and you can be sure that your cash and personal data are secure. The social responsibility and anti-money laundering failures, for which they were fined in 2023, cannot be ignored. However, measures were put in place, and you can be confident that betting is fair, and cash and data are protected with this bookie.

Registering with William Hill UK can be completed in a few simple steps. Simply follow our link to William Hill and complete the sign-up process. Once you have landed on the sportsbook page, there are three easy steps to get up and running with William Hill bookmaker:

Step 1 of William Hill's registration form

You are reminded of the promo code for the welcome bonus. Upon getting started, you enter your email, mobile number, name, date of birth and address.

Step 2 of William Hill's registration form

Proceed with setting deposit limits.

Step 3 of William Hill's registration form

Set username, password and security question.

William Hill registration confirmation

Set any additional preferences and join William Hill.

This process is quick and easy to follow. You will have an account with William Hill in a matter of minutes. There’ll be two reminders to opt in to a welcome offer when you are registering. You must enter a promo code, G40 of R30 for William Hill sportsbook and BBS200 for the casino.

For the sports welcome offer, once you have opted in, you simply deposit, place a qualifying wager and, once it has been settled, you will receive the welcome bonus.

KYC Account Verification

William Hill will do several automatic checks during the sign-up process and will require you to provide some additional information in the form of proof of identity and address.

For ID, William Hill accepts a passport, driver’s licence, national ID (front and back), electoral ID, residence permit, age card and citizen card. These must be valid and in date, and the full ID should be in shot. For proof of address/finances, the operator accepts a bank/credit statement, a utility bill, council tax bill, tenancy agreement, insurance policy or a signed credit agreement. These documents must have been issued in the last three months, all details must be clearly visible, and all four corners of the document must be in shot.

The documents can be sent as a photograph or a scanned document (jpg or pdf) via the auto verification tool, or securely via live chat. The auto verification tool is faster, but either way, you should be verified and ready to go within 30 minutes.

William Hill registration: Speedy and simple sign-up

Chris Sampson: Signing up with William Hill was quick and easy. Our step-by-step guide is just as straightforward in practice. Within five minutes, I was registered, and after a short wait, while my documents were processed, I was able to deposit and start betting.

Jump back up to

claim your offer?

William Hill Sign-Up Offer

The sports betting welcome offer at William Hill bookmaker enables you to grab £40 in free bets when you bet £10. This is a mobile-exclusive offer. You are prompted to opt in for a welcome offer during the sign-up process, and for the sports bonus, you must enter the promo code G40. The minimum odds for your qualifying bet are 1/2, which affords more flexibility than most, with most UK bookmakers setting the level at evens. So, while William Hill do not match bet365’s minimum odds of 1/5, they provide more than fair conditions.

Apart from virtual sports, you can make your qualifying bet on any market. £10 is standard for the industry in terms of a stake for your initial bet. Unlike bet365, there is no option to bet £5 and get £15 instead. Your free bets must be used within seven days, but once again, you are free to use them across all sports markets. This is a major plus, as many UK bookmakers, including Parimatch, Kwiff, BetMGM and Betfred, are very prescriptive about where the bets can be used.

Like bet365, Coral and Ladbrokes, William Hill's bets from the welcome offer come in separate parts, giving you greater scope to explore the site. If you time things smartly, you can use your free bets to wager on an outright for a tournament or a league prior to it starting, when the odds are better. Or you can bet on something that you think has a strong chance of coming home with your qualifying bet (odds of 1/2 give you some wiggle room on this) and use your free bets for a slightly more adventurous wager with a potentially better payout.

Are there UK bookmakers who offer more lucrative bonuses? Yes. Betfred give £50 in free bets from a £10 stake, but this comes with restrictions. Furthermore, there are many bookies who only offer £100 of your stake in bonuses, with DAZNbet’s Bet £10 Get £10 an example.

Customers who join William Hill on desktop can still access the bet £10 get £30 offer with the promo code R30. Other than receiving £10 less in bonuses the terms are the same for this offer.

If you opt to claim the casino offer at William Hill Vegas, you also get a pretty good deal. When you join, opt for the casino offer by entering the promo code BBS200, deposit at least a tenner and stake £10 on Big Bass Splash, you get 200 free spins on the same slot. There is no wagering requirement but there is a £30 maximum redeemable amount applied to your winnings from the free spins.

Get £40 in Free Bets When You Deposit and Bet £10: Great offer for flexibility and value

Chris Sampson: William Hill UK ticks a lot of boxes when it comes to their sign-up offer. It is lucrative, with 400% of your initial stake, and a tenner is a very reasonable price to unlock this. The qualifying odds are better than most and the free bets offer scope to explore and flexibility. If your passion is virtual sports, you might be frustrated that you can’t bet on these as your qualifying wager but overall, we are looking at a terrific welcome package that stands up alongside the best in the industry. Remember that this is a mobile exclusive offer.

William Hill Other Promotions

Our William Hill review showed that the bookie has a selection of regular promotions available to existing customers. We bring you the key points on what they have to offer.

William Hill Best Odds Guaranteed on Horse Racing

Horse racing punters can take advantage of Best Odds Guaranteed. If the starting price is better than the price you have wagered, then William Hill will pay you out at those odds. As ever, check the T&Cs.

William Hill Impact Sub

Available on selected matches, including the Premier League and chosen international games (check T&Cs), this prevents your bet from flopping when the player you have wagered on is substituted. Your bet remains live and is taken on by the sub who replaces your player.

William Hill Football Acca Winnings Boost

Supercharge your acca (four-fold or more, maximum stake £20, minimum odds 3/1) with this offer. The promo is available pre-match and in-play. The boost amount will vary depending on your selections and total odds. Higher odds, generally, receive greater boosts. If you want to use the cash out feature on these wagers, remember that the cash out value will be based on the original odds rather than the boosted price.

William Hill Bet Builder Winnings Boost

Bet Builder wagers on the Premier League, UEFA European games featuring UK and Irish teams, and selected others, can be boosted by 25%. This is available from the day before the game on pre-match singles and is restricted to one per customer and per match. There must be three or more selections with 3/1 minimum odds. Remember to check terms and conditions.

William Hill NBA Bet Builder Winnings Boost

Basketball punters can supercharge their wagers on selected NBA games in the same way as the football bet builder winnings boost.

William Hill #Your Odds

Fancy a wager that’s not available on the site? Contact the bookie on X at @William Hill #YourOdds and get your bet priced up.

William Hill Pick Your Places

William Hill gives each way punters the chance to opt in on several high-profile races each month and increase the number of places available. Sometimes places can even be doubled! Keep your eyes peeled for featured races.

William Hill: Lengthen Your Odds

Place a single bet on a horse race and get your odds lengthened by picking the winning margin of your selection.

William Hill Daily Racing Winnings Boost

Enhance your odds with daily odds boosts for horse racing and greyhounds. Pick your runner, add it to your betslip and select your winnings boost. Only one of these odds boost per day and per customer is available. You can apply this to singles or accas of up to 10 selections.

William Hill 2 Up

Late comebacks ruining your bet can be ruled out with the 2 Up promo. Available in major football competitions, including the Premier League and Champions League. If your team takes a two-goal lead, the bookie will pay out early.

Trap Challenge Money Back

Greyhound punters who place a single bet on any Combined Trap Challenge can get their stake back as cash if your selected trap does not produce a single winner. A minimum of 20 races must take place for the offer to be valid.

William Hill Casino Promos

Casino players can enjoy several promotions, including Bonus Drop Boost and Get 10 Free Spins, each day you stake £10.

William Hill VIP and Loyalty Programme

William Hill UK doesn’t offer a VIP programme. However, it does offer the William Hill Plus Card. This allows you to link in-store bets with your online account or get faster withdrawals on the spot. The Plus Web App is the portal for the Plus card. This is where you can access your account, including live bets, promotions, cash-out options and your combined online and in-store wallet.

When the card was first launched in 2015, there were a few offers and incentives. However, sadly, these are now few and far between.

William Hill: Good value promos across several sports

Chris Sampson: William Hill sports betting offers a good range of promotions for existing customers and, depending on what you usually wager on, you may find that some of them really help you to maximise your betting strategy. As well as the stated promos, look out for regular odds boosts, especially during big events. While it is true that bookies such as bet365 and Betfred offer more promos, William Hill have more available than many UK bookmakers. The lack of a loyalty programme is disappointing, as is the absence of Non-Runner No Bet insurance from an otherwise excellent horse racing offering. Some promos where you can get free bets would improve things further.

You can fund your William Hill sports betting account via debit card (Visa/Mastercard), Apple Pay and Bank Transfer. There are no fees charged for deposits or withdrawals, though cryptocurrencies are not currently accepted.

The stated low for deposits and withdrawals is £5, with several methods, and the stated highest amount for deposits is £99,000 and £100,000 for withdrawals. These minimum and maximum amounts for deposits and withdrawals provide a great amount of flexibility for punters at William Hill. This compares well to many other bookies. For example, BetMGM have a low of £10 for deposits and withdrawals, while the highest amount for deposits is £10,000 and £35,000 for withdrawals.

Deposits are completed instantly, while withdrawals are quick. Visa Fast Funds gets you your cash in 30 minutes to four hours, however, the maximum withdrawal is reduced to £2,000. Standard debit cards and bank transfers take three to five working days, while with e-wallets your funds should be with you inside 48 hours.

Bear in mind that, if you deposit with an e-wallet, you will not be eligible for the welcome bonus. This is standard practice across the industry.

Beware of the Closed Loop Policy at William Hill

Chris Sampson: William Hill has a closed loop policy, which means that you must withdraw with the same payment method as you used for depositing. If you were to deposit £50 with a Mastercard and then, after a few of your bets come in, you wanted to withdraw £100 via Apple Pay, you would first have to withdraw £50 to Mastercard to balance the books before going to Apple Pay to withdraw the remaining £50.

How to Deposit Funds to William Hill – My Experience

Depositing funds at William Hill can be classified as a quick and efficient process, as we were able to fund our account within minutes. Check out our step-by-step guide.

William Hill deposit page

Click on the deposit tab at the top right of the screen. Select your payment method and enter how much you want to deposit.

William Hill deposit details

Confirm your payment details and click the green deposit button.

William Hill deposit confirmation

Your deposit will then be confirmed.

Secure and Fast Deposits with William Hill

Chris Sampson: Like the sign-up process, depositing funds at William Hill was quick and straightforward. Within a few minutes, I had registered my card and deposited. The free bets from the welcome bonus are credited to your account as soon as the qualifying bet is settled.

How to Withdraw Funds from William Hill – My Experience

Great, your bet has come home! Now, how to get your hands on your winnings? At William Hill, this can be done quickly, safely and efficiently. We show you how to do this step-by-step.

William Hill My Account page

Go to your account at the top of the screen and click on withdraw.

William Hill withdrawal amount

Select your withdrawal method and the amount you want to withdraw.

William Hill withdrawal details

Confirm the amount and your payment method details.

William Hill withdrawal confirmation

Your withdrawal will be confirmed.

We found withdrawals at William Hill to be a quick and efficient procedure. The stated withdrawal time for standard debit cards is three to five working days, but we had our cash back with us just inside the three-day mark. E-wallets are quicker, plus, if you have Visa Fast Funds, you can sometimes have funds within 30 minutes. Like most UK bookies, there is no option for cryptocurrency at William Hill.

Withdrawals at William Hill: A quick and efficient process

Chris Sampson: The withdrawal process is simple to complete. My cash was with me slightly faster than the three to five working days estimate, following a standard debit card withdrawal.

For our William Hill review, we have given the sports offering a thorough test drive, scrutinising the range of sports covered, the depth of their markets, their promos and the quality of their odds to see if they are reaching the standards set by the best UK betting sites.

William Hill currently has 35 sports available to bet on. Depending on current events, this can sometimes increase. The popular and traditional sports are all there, including football, horse racing, tennis, greyhounds, darts, golf, rugby, tennis, basketball and cricket.

Esports and virtual sports are available, along with TV and novelty bets and politics. Several niche sports are catered for at William Hill, including lacrosse and netball. These sports are not covered at every bookie and are not currently listed with Coral, Parimatch or Betzone.

A great deal of depth is provided for many sports and events. Football matches have a huge number of markets, with the highest profile leagues and games having over 200 markets. Tennis matches also have many different types of wager available.

The minimum stake allowed is very low, with £0.03 and, for accas of four legs or more, £0.01. William Hill states that the maximum stake is calculated on a bet-by-bet basis. There are, nonetheless, maximum payout limits for different sports, leagues, competitions and markets, which provide an upper level on what you can win.

For example, in UK and Irish horse racing, for race winner singles and multiples, the maximum payout is £1,000,000, with the limit at £250,000 for showcast, forecast and tricast bets. In football, the limit for betting on the match result and outright bets for league or cup winners has a maximum payout of £2,000,000. This information can be found in the rules section, for which there is a link at the bottom of the page.

William Hill Football Betting Coverage

A standout feature of football betting at William Hill is the sheer amount of leagues and competitions around the world. Obviously, the high-profile events such as the Premier League and the Champions League are covered but the bookie have odds for a whole host of less celebrated competitions. You can, for instance, bet on the Chilian second tier or a whole host of Under 20 leagues in Brazil.

Premier League and Champions League games have well over 200 betting markets, including player props and over/under betting on goals, cards and corners. There is still considerable depth for more niche competitions. While there are not always player props available, the Peruvian second division, for example, has great variety beyond betting on the result for individual matches, including a load of under/over markets for goals and corners and a range of handicap bets. You will find opportunities to add value through frequent odds boosts and there are regular promos, such as Impact Sub and 2up.

There are also loads of odds on transfers but fewer manager markets compared to BetVictor and Parimatch. Like all sports, there is no stated maximum stake for football. There are maximum payouts set for different competitions and markets with £2,000,000 being the highest. You can read about this in detail in the rules section.

William Hill Horse Racing Betting Coverage

William Hill are a superb bookmaker for horse racing. With competitive odds, BOG on UK and Irish racing, extra places available on selected races and winnings boosts, the chance to maximise value is there.

The depth is stunning. Not only is racing in the UK and Ireland covered comprehensively, but there are major and minor meetings available to bet on in Europe, North and South America, Asia, Africa and Oceania. Livestreaming is available for many races in the UK and overseas.

There are a range of early ante-post odds for the top UK races, however, one disappointment that our William Hill UK review found is the lack of NRNB insurance on a regular basis. Both bet365 and Coral offer this.

William Hill Greyhounds Betting Coverage

William Hill are one of the best bookmakers in the UK for greyhounds. You can find excellent value through competitive odds, extra places and price boosts. All the major UK and Irish events, plus several low-key races are covered, but the bookie also allow you to bet on most greyhound races around the world. Many races are livestreamed, allowing you to make your bets and sit back to watch the action unfold.

William Hill Tennis Betting Coverage

Tennis is another one of William Hill’s strengths. Once again, they provide depth and variety. The Grand Slams and other events on the ATP and WTA tours are thoroughly covered and there are odds available for lower tier tournaments including Challenger, ITF and UTR tours.

Individual matches have a healthy range of markets, including set betting, total games, game betting and correct score predictions. While the pre-match tennis betting is very good, what sets William Hill apart from many of their competitors is their live betting. There have a good range of markets, and you can access a range of rapidly updated stats. The odds are constantly updated, and you can follow the action through stats and graphics and, on many occasions, via a livestream.

The maximum payout for tennis is £250,000 for match betting and the tournament winner, and £50,000 for all other markets for the Grand Slams. For all other tournaments, this drops to £100,000 and £25,000, respectively.

William Hill: Global sports coverage with a wealth of markets

Chris Sampson: The range, depth and quality of William Hill’s sports coverage stands out and they can confidently hold their own against the industry-heavyweights. The coverage of bigger events is as comprehensive as you would expect and they can match anybody for the volume of events covered and the quality and variety of competitions offered. With good quality odds and plenty of potential odds boosts, the value is there. Football, horse racing, greyhounds and tennis are done especially well and quality of coverage for cricket, snooker, golf and darts is also worth noting. Regular NRNB insurance would further enhance their excellent horse racing platform.

With more than 35 sports to bet on, excellent live betting, a great range of markets and some useful promos, William Hill has a fantastic betting platform. However, a vital part of any bookie’s offering is the quality of their odds.

This can be assessed with an odds overround calculator. The tool generates a percentage that is calculated using all the probabilities of a bet. This figure should add up to 100%, but the bookmaker will take a small percentage of the profits, therefore anything below 110% is considered good odds.

After analysing three random international football matches, William Hill came out with an average of 107.4%. For the same three fixtures, bet365 averaged 105.7%. This shows that William Hill have fair and competitive odds but, when compared to some of the best online bookmakers, they can be beaten on price.

You can view odds as fractional, decimal and American. The minimum stake is set at £0.01 and £0.03, while the maximum is calculated bet-by-bet and is given a ceiling due to the maximum payout figures. Future odds are released well ahead for tennis and golf majors, as well as popular football leagues. Have a look at our reviews of the best online bookmakers to discover more about betting odds.

Consistently fair and competitive odds and a fantastic range of sports and markets

Chris Sampson: Our William Hill review found that they have an excellent betting platform with width and depth. As far as their odds are concerned, they are fair and can be competitive, but they don’t quite provide the value that some of the best betting sites do. They fall a little short of bet365, an all-round bookmaker of similar stature, and can’t offer the margins of SBK, who regularly have an overround of less than 105%. So, you can describe the odds at William Hill as good, while other aspects of their betting experience are great.

There are several features that enhance your betting experience with William Hill, including live betting, cash out their bet builder, known as #YourOdds, and their casino. Our William Hill UK review brings you the important points on the operator’s key features.

William Hill Live Betting

William Hill’s live betting options can be found via the ‘In-play’ tab on the left side of the homepage. Accessing their in-play markets is simple, and, at the time of writing, there are 77 live events to bet across seven sports. Odds and stats are updated quickly. You can follow the action via updates aided by graphics.

William Hill Sports is one of the best betting sites for livestreaming, as William Hill TV covers multiple UK and Irish horse and greyhound racing meetings every day. Selected football, cricket and tennis events are also streamed depending upon broadcasting rights.

Great in-play experience with a range of sports, events and markets to bet on

Chris Sampson: Live betting is a strength of William Hill. There is plenty of variety and depth, and you have stats and info to keep up with the action. This allows you to use your judgement and react as events unfold. Odds updates are quick and accurate. The in-play section of the website can feel a little cluttered, but this is only a small flaw in a quality live betting platform.

William Hill Cash Out

William Hill UK provide cash out and partial cash out allowing you to secure your winnings or cut your losses. If your bet is eligible for cash out, then simply click on the cash out tab, which also tells you the amount, and you will then be prompted to confirm the action. Following this you will be notified that your bet has been cashed out.

Cash out can also be activated when betting live, but it works differently to a pre-match bet given that there will be a short delay. This allows the market to change live, which do not reflect the odds. When a key event happens, cash out may be suspended for a short period. Partial cash out is also available but beware that this is not available for every bet. Find out more about cash out at William Hill in our guide.

William Hill: Good cash out system but others offer more

Chris Sampson: William Hill’s cash out feature covers a wide range of sports and markets. However, the eligible markets are limited in comparison to bet365, and partial cash out is more limited still. So, while the feature is good for a bookie of William Hill’s stature, it could certainly be better.

William Hill Bet Builder

William Hill’s bet builder, #YourOdds, covers several sports, including football, cricket and basketball. There is a large amount of pre-built bets, as well as the option to build up your own. There are regular winnings boosts of up to 25% and, should the wager you want not be available, you can contact the bookie on X using the hashtag #YourOdds and get a bet priced up.

William Hill Casino

Our William Hill casino review showed that William Hill Vegas offers a great range of slots and table games. There is a live casino, which includes different versions of roulette and blackjack. You can also find options for playing Poker and Bingo.

Customer support can be found at the bottom of the homepage, which is where you’ll find the comprehensive FAQ section.

If you want a quicker answer, their live chat is available 24/7. You get transferred to a customer support assistant from the automated system, but this can take over five minutes in some cases. Once you get through, the support team are helpful, friendly and efficient.

You can also contact the bookie on X @WilliamHill. Our William Hill Sports review found that responses are usually prompt, often within a few minutes.

Live chat: 24/7, helpful, but getting past the automated system is frustrating

Chris Sampson: When I contacted William Hill on the live chat, I got an automated response. I was asked given a menu to select my query and it was only after bouncing around this for five or six minutes that I was finally transferred to an advisor. Once this happened, my questions were dealt with quickly and effectively. However, the process of getting there was quite repetitive and frustrating.

The layout of William Hill’s website can feel cluttered on desktop, but the mobile experience is much smoother. Everything seems to have a much better feel to it.

William Hill’s mobile app is available to download on the App Store and Google Play. There’s no content reduction on the app, and the technical performance is great. If anything, is easier to use than the desktop version and it is a similar story with the mobile browser version.

What punters are saying

The app has a 4.3 rating from Android users and 4.7on the Apple Store. While most comments and William Hill reviews were positive, especially at the Apple Store, a small number of customers complained that the app was slow and one or two mentioned odds disappeared. To counter this, several users commented that it was easy to use and responsive.

User-Friendly App: William Hill app smoother than desktop experience

Chris Sampson: The William Hill app review showed us that betting with the app was smoother and easier compared to the desktop version of the site. Obviously, there are times when you might prefer a bigger screen, but I found the app more user friendly. I installed the Android version, which downloaded rapidly, and I was ready to go.