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William Hill Review 2024

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18+. Play Safe. From 00:01 on 18.10.2022. £30 bonus. New customers using Promo Code R30 only. Minimum £10 stake on odds of 1/2 (1.5) or greater on sportsbook (excluding Virtual markets). Further terms apply. #ad T&C apply | begambleaware.org | gamstop.co.uk | Play Responsibly
Kristiyan Kyulyunkov
Kristiyan Kyulyunkov
Kristiyan Kyulyunkov

Kristiyan Kyulyunkov specializes in bookmakers’ analyses. He has years of experience betting online and always keeps an ...

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As one of the biggest bookmakers on the planet, William Hill is a familiar name to customers around the world. Upon visiting their site, you are likely to first notice their distinctive dark blue and yellow colour scheme. This is what first caught my attention, but as I later discovered, there is much more that separates Wiliam Hill from the competition than simply their fine design.

Pros and Cons

  • Pros
  • Great mobile apps
  • Lots of promotions
  • Large list of sports covered
  • Top-class customer service
  • Fast withdrawals
  • Cons
  • Odds are not the highest
  • Limited live steaming availability

Who Is William Hill Best For?

William Hill’s well-rounded gaming offering makes it suitable for almost all fans of gambling. It is particularly great, though, for anyone who likes to bet in shops as well as online. The fact you can link your online account with in-shop activity and receive perks when doing so is a huge plus.

The only type of gambler that William Hill is not ideal for are those who want the best returns on each wager. The odds here are perfectly acceptable, but William Hill takes a slightly bigger margin across most sports than some competitors.

William Hill Sports Betting Coverage

william hill betting on sports

William Hill boasts a list of 38 sports on its A-Z list, an impressive number that few sites can top. Admittedly, the list does include a couple of non-sports categories, such as politics, but the vast bulk are sports. From this sizeable list, you have all the popular options, such as the three highlighted below. In addition to this, though, William Hill covers a range of much smaller sports that you will not find at every online bookmaker. Thanks to this, the William Hill sports breadth is hard to beat.

  • American Football
  • Awards
  • Basketball
  • Boxing
  • Cricket
  • Darts
  • Entertainment
  • Football
  • GAA Football
  • Golf
  • Handball
  • Ice Hockey
  • MMA
  • Motor Sports
  • Motorbikes
  • Netball
  • Politics
  • Rugby
  • Snooker
  • Tennis
  • Volleyball
  • Baseball
  • Winter Sports
  • eSports
  • Horse Racing
  • Greyhounds
  • Specials
  • Aussie Rules
  • Formula 1
  • Gaelic Hurling
  • Lacrosse
  • MotoGP
  • Table Tennis
  • TV Shows and Movies
  • Virtual Sports
  • Water Polo


Football is a big priority for William Hill, but what does this mean exactly? For starters, you will find odds for a huge number of leagues and competitions. If looking at English football, for example, William Hill covers fixtures as low as the eighth tier. For most William Hill football action, customers will also find a huge selection of markets to choose from as well. A standard top division clash, for example, would normally feature around 700 betting options.

Horse Racing

Horse racing may not be as popular as football globally, but for any bookmaker operating in the UK, it is a must-have. As well as covering all UK and Irish racing, William Hill online covers action from across the world, including North America, South America and Australia. The sheer number of races they provide odds for is impressive and will satisfy the needs of even the biggest racing fans.

Greyhounds Racing

Another sport William Hill covers extremely well is greyhound racing. In addition to having all UK action, plus races overseas, virtually all events come with a free live stream. If that is not enough to impress, know that William Hill also offers daily special bets, bet boosts, trap challenges and extra places on selected races. It is a complete greyhound offering and as good as anything you will find elsewhere.

Betting Markets, Odds and Margins

A real strength of William Hill is how many markets they provide. No matter which sport you are looking at, almost any major event within it will have lots of betting options. Typically, across markets, William Hill takes a margin of around 7-10%, meaning the payout percentage is around 90-93%. Although this is distinctly average, you can sometimes increase your odds via ‘boost’ promotions. Additionally, you can occasionally find higher payouts on selected sports, for example, basketball and American football.

William Hill Live Betting

william hill in-play bettingThe in-play section of William Hill is neatly presented.

Sports have their own categories, and then there are subcategories for different competitions.

On the desktop site, there is also a filter to only show events that come with a live stream.

When inside a particular fixture, you will most likely see some form of live match-tracker plus some useful game statistics.

Just underneath, you have betting market categories to help you find the bet you want.

The small cash symbol beside any market indicates it is eligible for cash out, which is most of them.

Overall, I found betting in-play at William Hill to be extremely straightforward on both desktop and mobile.

William Hill Top Betting Features

William Hill provides users with all the features you would probably expect from such a big industry name. They do most of them very well, but their live-streaming coverage has room to expand.

  • Bet Builder – Through the Build #YourOdds tool, users can create a single-match acca. You can select numerous markets relating to a specific team, player, or the match as a whole.
  • Cash out – Customers at William Hill enjoy control over their betting thanks to the cash out feature. As well as a full cash out, it is possible to select a partial cash out for the many eligible markets.
  • Live streaming – Live streaming is available at Wiliam Hill, although not in abundance. Only a small fraction of all in-play events they cover feature a live stream. They do at least provide footage for most horse and greyhound racing, though.
  • #Your Odds – Through this great feature, you can request odds for a personalised bet by tweeting @WilliamHill with the hashtag #YourOdds. The Twitter (X) team will then usually write back and provide you with a direct bet slip link.

How to place a bet at William Hill

william hill place a bet on sports

Placing a bet at William Hill follows the usual format you will experience at most sites:

  • Use the menu options or the search function to find the event you want to bet on.
  • Select the event to reveal all possible betting markets.
  • Select the odds of the bet you wish to place. Doing so will add it to your betslip.
  • You can repeat steps 1-3 to add multiple bets to your betslip.
  • When ready, click ‘betslip’ and select your bet type from either ‘quick bet’ or ‘all multiples’.
  • Enter your stake in the appropriate box and then hit ‘Place bet’.

William Hill Compared to Other Bookmakers

Most of the big UK bookmakers tend to offer a lot of the same features. If one comes up with a great idea, there is a good chance the rest will follow soon after. So, when looking at features, there is no major difference between William Hill UK and the likes of bet365 and Boylesports. There is a bit more variation when it comes to promotions, and William Hill does well in this area, offering more variation than many rival brands.

Welcome BonusLive BettingLive StreamingCashoutAppsBonus PercentageTurnover
Claim £30 bonus
18+. Play Safe. From 00:01 on 18.10.2022. £30 bonus. New customers using Promo Code R30 only. Minimum £10 stake on odds of 1/2 (1.5) or greater on sportsbook (excluding Virtual markets). Further terms apply. #ad T&C apply | begambleaware.org | gamstop.co.uk | Play Responsibly
Claim £30 bonus
New Customers only. Registration required. Bet £10* & Get £30* in Free Bets. Sign up, deposit between £5* and £10* to your account and bet365 will give you three times that value in Free Bets when you place qualifying bets to the same value and they are settled. Free Bets are paid as Bet Credits. Min odds/bet and payment method exclusions apply. Returns exclude Bet Credits stake. +18 | Terms & Conditions time limits & exclusions apply. #Advertisement
Claim £25 bonus
18+. UK Customers (Excluding NI) only. Cash stakes only. Min £10 stake required for initial £5 free bet. Min odds ½. Max £25 in free bets. Subsequent free bets equal 50% average of each 3 £5 max qualifying bets. 13 settled bets required to receive full £25 free bet. Qualifying bets must be placed on sportsbook within 30 days of opening account. Cashed out bets will not qualify towards your average stake. One free bet offer per customer, household or IP address only. Free bet expires after 7 days. Payment method restrictions apply. 18+. T&Cs apply. | begambleaware.org | gamstop.co.uk

William Hill Plus Card

The William Hill Plus Card is an essential piece of kit for anyone who bets in physical William Hill betting shops and through their online services. Through the free Plus Card, betters can track and cash out their in-shop bets online via the PLUS web app. They can even place bets in-store using the balance of their online account and withdraw online funds.

In short, the Plus Card bridges the gap between in-person and online betting. Registration is super quick, and you can pick up your card at any of the many William Hill high street stores.

William Hill Casino – Top Games and Features

william hill casino games on mobileThe ‘Vegas’ section of the William Hill website/app is where you will find their selection of casino games. There is plenty to go at here as William Hill has built an impressive catalogue of games.

As well as a large list of slots, users can also try out scratchcards, bingo, slingo, roulette, blackjack, poker and some ‘arcade’ games. For anyone keen on games with a progressive jackpot prize, William Hill has plenty of these, too, some of which have a seven-figure prize pot.

The live casino is very much up to the same standard, as there is a wide range of immersive and high-definition tables for you to sit at. Here, you can play many classic games such as blackjack, baccarat, sic bo, stud poker and hold’em in their traditional form or with a modern twist.

On top of this, there is a mixed selection of fun ‘game style’ options, which have proven a hit among gamblers.

If casino action is more your scene, know that William Hill runs a casino-specific welcome bonus. Through this, new customers can enjoy a first deposit bonus.

Mobile Gambling Options – Is There a William Hill App?

William Hill mobile app

You do not have to use the William Hill apps for long to recognise that a lot of work has gone into them. Both the Android and iOS apps perform extremely well, allowing users to browse markets and play casino games very smoothly. As well as running well, technical problems are a rarity as William Hill provide fast updates whenever they encounter an issue.

I must also credit the app for being simple to navigate. It largely follows the same sensible structure as the desktop site, making it easy to get where you want. Do not just take my word for it, though; on both the App Store and Google Play Store, the William Hill apps are both extremely well-rated.

Registration Process and Account Verification

If you are over the age of 18, to create an account at William Hill, follow the steps below.

william hill sign-up form
  1. Start by clicking the ‘Join’ button across the top menu.
  2. Fill in all the fields, including your name, date of birth, mobile number and address. Once entered, click ‘continue’.
  3. On the next page, enter an account username, password and an answer to a security question. You also need to select a deposit limit.
  4. If you wish to redeem a promo code, click where it says ‘Add promo code’ and redeem the code in the box that appears.
  5. Decide on your contact preferences by unticking/ticking the boxes and then select ‘Agree and join’.

William Hill will then attempt to verify the details you have provided by cross-referencing them against databases like the electoral roll. If successful, which occurs in most cases, you will be fully verified and able to start betting. This is what happened to me, meaning I was able to deposit just two minutes after clicking ‘Join’!

If William Hill are unable to verify your details, they will ask you to send them proof of your identity and address.

William Hill New Customer Offer – Bet £10 and Get £30 in Free Bets

william hill sports welcome offer

The sports welcome offer at William Hill treats new players to £30 in free bets when they bet £10. To claim, customers need to enter the promo code R30 when signing up and place a £10+ bet at odds of 1/2 or greater. Once William Hill settles the bet, you will release £30 in free bets, which have a seven-day expiration.

As far as relatively low-risk welcome offers go, this is a particularly good one, in my opinion. Players only need to place one short-odds bet to qualify for three times the value in free bets. The only thing you need to watch out for is the ineligible deposit methods, as there are several exclusions.

18+. Play Safe. From 00:01 on 18.10.2022. £30 bonus. New customers using Promo Code R30 only. Minimum £10 stake on odds of 1/2 (1.5) or greater on sportsbook (excluding Virtual markets). Further terms apply. #ad T&C apply | begambleaware.org | gamstop.co.uk | Play Responsibly

Payment Options – Deposits and Withdrawals

William Hill does not support a huge number of payment methods for deposits and withdrawals, but they have several very widely used options. There are no fees for any of the deposit/withdrawal methods, and transaction speeds are quick. With Visa Direct, for example, you can have a withdrawal in your bank account between 30 minutes and four hours. So, getting your money in and out of your William Hill account is not only free but often fast!

Payment MethodDeposit MinimumDeposit MaximumTime for Deposit
Visa LogoVisa£5£99,000Instant
MasterCard LogoMasterCard£5£99,000Instant
Maestro LogoMaestro£5£99,000Instant
Postepay LogoPostepay£5£99,000Instant
Diners Club LogoDiners Club£5£99,000Instant
WilliamHill CashDirect LogoWilliamHill CashDirect£10£5,000Instant
Paysafe Card LogoPaysafe Card£10£200Instant
PayPal LogoPayPal£10£5,500Instant
Skrill LogoSkrill£10£80,000Instant
Neteller LogoNeteller£10£25,000Instant
EcoPayz LogoEcoPayz£10£8,400Instant
ApplePay LogoApplePay£5£99,000Instant
Fast Bank Transfer LogoFast Bank Transfer£10£10,000Instant
Bank Wire Transfer LogoBank Wire Transfer
TrueLayer LogoTrueLayer£5£99,000Instant
Payment MethodWithdrawal MinimumWithdrawal MaximumTime for Withdrawal
Visa LogoVisa£5£33,000up to 4 hours
MasterCard LogoMasterCard£5£33,0001 to 3 days
Maestro LogoMaestro£5£33,0001 to 3 days
Postepay LogoPostepay£5£99,0001 to 3 days
Diners Club LogoDiners Club£5£99,0001 to 3 days
WilliamHill CashDirect LogoWilliamHill CashDirect£10£9,900Instant
Paysafe Card LogoPaysafe Card
PayPal LogoPayPal£10£5,500Same day
Skrill LogoSkrill£5£80,000Same day
Neteller LogoNeteller£5£25,000Same day
EcoPayz LogoEcoPayz£5£300,000Same day
ApplePay LogoApplePay
Fast Bank Transfer LogoFast Bank Transfer
Bank Wire Transfer LogoBank Wire Transfer£25£100,0003 to 5 days
TrueLayer LogoTrueLayer£5£33,000Same day

As my bank supports Visa Direct, this made it the obvious choice for me, as I ended up getting my first withdrawal less than an hour after requesting it.

How Helpful is William Hill Customer Support?

One of William Hill’s biggest strengths, in my opinion, is the quality and speed of customer support. William Hill directs most enquiries through its live chat system. You will start talking to a robot that can provide some basic information, but it is easy to move over to a friendly and efficient human operator.

Another benefit of the live chat system is that it remains open until the agent has resolved your issue. If you have something more pressing to sort, you can simply minimise the chat and return to it at a convenient point.

William Hill also responded to help queries on X (formerly Twitter) between the hours of 8 am and 11 pm.

Security and Licensing

William Hill (operated by WHG) has licences issued by the UK Gambling Commission, the Government of Gibraltar and the Malta Gaming Authority. They are also registered as an IBAS (Independent Betting Adjudication Service) bookmaker. This is a service customers can go to if they have an unresolved issue with a bookmaker.

Although we know William Hill operates using an encrypted connection, they do not go into details about their security measures. This is not a concern, though, as they have had a long history without any major data breaches.

William Hill Responsible Gambling Features

As well as having partnerships with various responsible gambling charities, William Hill users can easily set up account restrictions. Within the ‘Safer Gambling’ section of your account, you can create deposit limits (daily, weekly, monthly) and gaming time reminders. For a full withdrawal, players can create a time-out period (up to 42 days), set a self-exclusion (six months to five years) or close their account completely.

Additional tools like loss limits would be welcome, but the current Responsible Gambling measures are satisfactory.

User Experience and Feedback

If you look at online reviews of William Hill, you will predominately find complaints. This is true of virtually all online bookmakers, though, as such review sites attract dissatisfied customers, not the majority who have a trouble-free time.

Many complaints claim games are ‘rigged’, but this is simply not true. William Hill games all use tested random number generators to ensure their fairness and to check RTP figures are accurate.

There is positive feedback out there, too, though, much of it praising William Hill’s customer support for being helpful and fast. Other customers approve of the various promotions the company offers, believing they provide good value for money.

Although you should not dismiss all bad feedback, William Hill is an incredibly well-trusted betting brand. Genuine problems will occasionally arise, but this is a reliable name that has only survived for so long by having happy, returning customers.

William Hill shops

william hill bet shop

There are around 1,400 William Hill betting shops in the UK, meaning your nearest branch is probably not too far away. These branches attract people who exclusively bet in-store and those who also place some bets via their William Hill online account. For the latter group, those with a Plus Card can deposit and withdraw to/from their online account in-store. They also can cash out store-placed bets via the Plus web app.

History and Background of William Hill

William Hill have been taking bets since 1934, so they really do have a lot of history. Unsurprisingly, a man named William Hill founded the business all these years ago. It has since changed hands numerous times, but the current owners are 888 Holdings, who purchased the European side of William Hill operation for just shy of £2bn.

Although the core of William Hill’s offering is in the UK, where they have well over 1,000 stores, they also operate in many other nations. In more recent years, they have expanded into the likes of Latvia and Colombia.

Our Verdict and Rating – Why You Should Bet at William Hill

With William Hill, you are getting a highly trusted bookmaker with decades of experience. The reason they have flourished in such a competitive market becomes clear when you use their services. As well as offering excellent sports coverage and casino games, William Hill runs a great deal of promotions. Whether it is odds boosts, enhanced prices, extra places or free bets, there is always plenty to enjoy.

When also factoring in the high levels of customer support available, I believe William Hill is a top-class bookmaker.

Nostrabet’s Final Rating for William Hill: 4.9 / 5.


Is William Hill a safe and secure platform for online betting?

Yes, William Hill is as safe and secure as any bookmaker you are likely to find.

Can I set limits on my betting activity on William Hill?

At William Hill, everyone can place limits on how much they can deposit in order to limit their betting activity.

Can I bet on virtual sports on William Hill?

Yes, William Hill has several virtual sports, including horse racing, greyhound racing and football.

Is William Hill available in every country?

No, William Hill operates in many countries, but not all of them. If you are from an ineligible international area, you will not be able to select your country during registration.

Can I withdraw my winnings from a physical William Hill Shop?

You can withdraw winnings from an online bet from a William Hill shop. To do this, though, you require a free William Hill Plus card linked to your online account.

Kristiyan Kyulyunkov
Kristiyan KyulyunkovKristiyan Kyulyunkov specializes in bookmakers’ analyses. He has years of experience betting online and always keeps an eye on the different operators. His tasks in Nostrabet include writing, editing and publishing expert reviews.

Expert Reviews

Stella-Jessica Okpala
Stella-Jessica Okpala
Overal Rating:

A Casino with the Vegas Experience

William Hill is one of the industry-leading bookmakers, especially for UK punters. What is even more impressive is that it has an equally bubbling casino section that brings in variety. I found that I could opt for any of them at the click of a button.

Unlike most betting platforms that lead you straight to either the sportsbook or casino, William Hill has a first page that is neither. Instead, it takes time to outline its notable features, including a mobile app's availability. The site has a straightforward layout with user-friendly navigational options.

William Hill offers the Vegas experience with a good dose of poker, blackjack, and roulette. I found more than enough online slot machines, jackpots, bingo, Slingo, and scratch cards. One limitation I found is the lack of a filtering option that would sort the games by providers.

Those who have a favourite provider will make do with using names to find the games. On the plus side, William Hill supports PayPal, Skrill, and other conventional payment options.

  • Pros
  • The casino is available as a standalone mobile application.
  • There is support for PayPal.
  • The site has a wide range of games.
  • It has several notable promotions.
  • Cons
  • There is no option to search for games by specific providers.
  • The games do not have a demo for unregistered players.
Liam Hoofe
Liam Hoofe
Overal Rating:

One of the Best UK Bookmakers Around

William Hill is one of the undisputed kings of British bookmakers. The site is still fantastic to use all these years, boasting some of the best sports betting markets and odds you’re likely to find.

It has stayed at the top of its game through constant innovation, and this is highlighted by all of its features. A particular favourite of mine is the #yourodds promotion which gives you control over the bets you create. It’s a nice touch and highlights William Hill's communication with its customers.

Of course, it regularly updates promotions, and it is one of the first sites I will head to when an event like the World Cup rolls around, as it always finds a great way to promote it.

The site also has its ‘Vegas’ section, which is stacked with good-quality slots. There is a nice exclusive game range as well, which mostly consists of Slingo (a personal favourite) and TV-themed games.

There is not a lot to say about William Hill that hasn’t already been said. It’s a top-quality bookie with a glowing reputation for a reason.

  • Pros
  • One of the best-known UK bookmakers
  • Big range of sports-betting markets
  • Regularly updated promotions to tie in with big events
  • Great bonuses and betting features
  • Cons
  • Could benefit from improving its slot selection
Gary Tomlinson
Gary Tomlinson
Overal Rating:

A British institution and a leader in the online gambling industry - Great promotions, but they are not afraid to ban customers who take the Mickey

Walk up and down any high street in the UK, and you will see William Hill betting shops competing with their main rivals, Ladbrokes and Corals.

It would be fair to say they have established themselves firmly as one of the best online bookies and are renowned for coming up with promotions that are so successful it doesn't take their competitors long to come up with their own versions.

As an example, who can remember those halcyon days of the horse racing offers that paid out if your horse finished 2nd, so many of us made good profits by finding close matches and laying the bets off on Betfair or Smarkets.

I opened my William Hill account on 21st September 2001 and still use that account on a daily basis, so it just goes to show that if you play the game and don’t just use the account for bonus hunting, it can last a very long time.

  • Pros
  • Established sportsbook
  • Brilliant promotions
  • Decent odds
  • Cons
  • Can limit or close accounts if they think you are abusing bonus offers
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