William Hill is one of the longest-running bookmakers in the UK with an extensive sportsbook offering that specialises in football, a mobile app, and a variety of useful promotions to help customers get the most out of their online betting. In this William Hill review, we’ll be covering some of our favourite features of the sports betting app, some of the issues that came up, and who we think William Hill is best suited to.
- Excellent coverage and In-Play features for football betting
- Extensive live metrics for In-Play betting
- Well-designed, reliable app
- Cash out feature
- Free bets available through welcome offer and flash promotions
- Large sportsbook coverage
- Daily Bet Boost promotion
- Instant in-store withdrawal as cash vouchers (UK only)
- 24/7 live chat support
- Limited In-Play features for sports other than football
- Loyalty scheme only available for Casino gambling players
- Some sports leagues missing compared with other betting sites
Is William Hill Legit? 🔒
William Hill is a reputable online bookmaker based in the UK and with licenses to provide gambling services in a variety of other jurisdictions too. As one of the oldest surviving bookmakers in the industry, you can feel confident using their services.
William Hill has been licensed to offer gambling services to customers in Great Britain by the Gambling Commission, and to customers in other jurisdictions by the Gibraltar Gambling Commissioner. William Hill supplies an in-depth summary of their legal compliance on their website.
William Hill Registration Process
To open a William Hill account and receive the William Hill Welcome Bonus, just follow the steps below:
- Download and open the William Hill app for iOS or Android, or visit williamhill.com in your web browser
- Click the yellow ‘Join’ button in the top right corner of the homepage
- Fill in the registration form with your contact details, date of birth, and deposit limit. You will also get an opportunity to enter any promo codes to redeem offers like free bets (more on this below)
- Choose a username, secure password, and secret question and answer in case you get locked out of your account
- You will then be prompted to add your payment details to make your first deposit – if you’re not ready to deposit just yet, simply click the ‘x’ button in the corner of the dialogue to explore the William Hill interface.
William Hill Bonuses & Promotions 🎁
Bet £10 and get £30 free bets
As of the time of writing, the William Hill sign-up offer for new customers consists of 3 free £10 bets (totalling £30) after you deposit and bet at least £10 with them. There are a few conditions to this offer, however.
To qualify for the 3 free £10 bets, you must credit your account on William Hill with a minimum deposit of £10 and place a bet of £10 or more with odds of a minimum of 1/2. Once your initial £10 bet has been settled, you will then be credited with 3 free £10 bets to your account. These free bets also expire 30 days after the qualifying bet has been made if you don’t use them.
Spend £10 and get 50 free spins
Customers who spend a minimum £10 stake playing William Hill’s Fishin’ Frenzy Megaways game will receive 50 free spins at 10p per spin.
Live Casino Welcome Offer – Stake £10 get £10 bonus
Customers who stake £10 in William Hill’s Live Casino can be credited an additional £10 bonus with a 30x wagering requirement. The bonus stake expires 72 hours after issue, however.
William Hill offers free bets as part of its promotional ‘welcome offer’ to new customers. A promotional code is usually automatically applied when you begin registering for an account to apply these free bets. However, you should easily be able to find a code (if applicable) either on the William Hill homepage or via a quick google search.
You’ll also sometimes see limited-time-only promotions on the William Hill app where you can win even more free bets. At the time of writing this review, William Hill has an offer to win up to £200 in free bets by picking 6 games that will have either 3 or 4 goals in them.
There is currently no loyalty programme available to William Hill customers outside of the William Hill Casino which does have a VIP scheme that offers slightly better bonuses, a VIP manager, high roller tables for Roulette and Blackjack, and invites to exclusive hospitality events to members.
The VIP scheme is currently available via invitation only and is typically offered to customers who play Casino games at William Hill regularly.
Sports Betting Coverage
William Hill currently offers extensive sports betting coverage that includes a variety of sports, leagues, and markets with access to In-Play betting and live streaming for select games and categories. As well as its more-than generous offering of sports betting coverage, you can also bet on events like politics, lotteries, TV, and virtual sports through the William Hill sports betting platform.
William Hill Football ⚽
Football is by far one of the most popular sports to bet on around the world, so it stands to reason that no good bookmaker can be judged without first assessing their football betting offering. In this respect, William Hill delivers an impeccable offering with every game you could think of available to bet on through the platform: UEFA Champions League, Premiere League, La Liga, Major League Soccer, the FA Cup, World Cup and the Euros — it’s all there.
By far the best part about using William Hill for betting on football, however, is the amount of field analysis and live stream coverage available for football matches through the platform. While the same depth of In-Play support isn’t reflected in other sports, William Hill offers exceptional In-Play betting features to their customers when betting on live football matches.
William Hill Horse Racing 🏇
If the tracks are more your thing, William Hill also has an extensive offering of both horse and greyhound racing including Cheltenham, Royal Ascot, The Grand National, The Epsom Derby, as well as all major greyhound tracks.
William Hill Tennis 🎾
There is also excellent tennis coverage on the William Hill betting online platform including the Australian, French, and US Opens, Wimbledon, the ATP and WTA tours, as well as other major and minor tennis leagues. As with many of the other major sports markets on William Hill, you can also make in-play bets with access to in-depth match analysis to help inform your betting strategy.
William Hill Betting Features
William Hill In-Play
When it comes to association football (soccer), William Hill offers perhaps the most in-depth analysis of games for In-Play betting with extensive metrics like shots on target, free kicks, possession ratios, throw-in, etc as well as an in-depth timeline, 3D field analysis and live-streaming.
In-Play William Hill betting for tennis and cricket offers similar features, though with slightly less extensive metrics and limited live stream coverage. Other sports appear to offer far more reduced In-Play betting coverage when it comes to available metrics and field analysis.
If you’re looking to bet mostly on football In-Play, William Hill is a solid choice, however, if you want more coverage for other sports, it might not offer quite as much in that arena compared to some competitors.
William Hill Live Streaming
Live streaming is well covered when it comes to football on William Hill with minimal restriction on what you can watch. However, other sports have little to no live streaming available even for some of the larger games. If football is your main priority, it’s a great platform, but it leaves a little to be desired when it comes to live streaming other competitive sports.
By navigating through different sports, games, and markets on the William Hill Bet Builder, you can select the odds you’d like to stake against to add them to your bet slip. You then have two options for how you’d like to place the bet:
- Quick Bet mode: The default option – ‘Quick Bet’ allows you to enter a single stake amount that is then split between each bet in your bet slip.
- All Multiples mode: Switch to ‘All Multiples’ mode to choose how much you’d like to stake on each bet in your bet slip as well as add accumulator bets
The William Hill bet builder also allows you to tweak certain settings like the odds format used (decimal, fractional, or American) and set automatic acceptance of odds changes in certain circumstances (i.e. if they go up, go down, or any change whatsoever).
At the bottom of the Bet Builder is also a special promotional inventory that you can use to access free bets, bet boosts, and other promotional tools that you may have available on your account.
William Hill provides the option for early bet settlement through their sports betting platforms in the form of their ‘Cash Out’ feature. This real-time bet settlement allows customers to get a portion of their money back before the outcome of the bet is realised and minimise their losses. The cashout amount is dependent on the state of the gameplay and the odds of the bet coming true at the time of cash-out.
However, unlike some other betting sites’ cash-out options, William Hill requires you to confirm your cash-out before it’s officially settled. You may see this as a good or a bad thing, as it increases the amount of time it takes to cash out and potentially reduces the returned stake, but it also protects you from accidentally cashing out early.
The Cash Out feature can also only be used on certain markets and isn’t guaranteed by William Hill at all. Whilst most markets appear to be included in the feature, you aren’t able to use it for bets with enhanced or ‘adjusted’ odds at any time.
William Hill has perhaps the most extensive betting markets when it comes to football betting. Below is a table covering the main markets covered in the football betting section of the William Hill sportsbook, but there are more markets available including Match Specials and player stat betting, as well as their unique #YourOdds system which allows customers to contact their pricing team to create custom bets that aren’t already in their betting offering.
|Match Betting||Predict which team will win or whether there will be a draw|
|Match Over/Under Goals||Predict whether the number of goals will be over or under a given number at the end of the match|
|1st/2nd Half Over/Under Goals||Predict whether the number of goals will be over or under a given number in the first or second half of the match|
|Both Teams to Score||Predict whether both teams will score during the match|
|Goalscorer||Predict players who will score first, last, at any time, two or more, or a hat-trick of goals during the match|
|2nd Goal||Predict which team will score the 2nd goal of the match (if at all)|
|Score||Predict the end score of the match|
|Total Corners||Predict the total number of corners in the game|
|1st/2nd Half Betting||Predict who will place first in the first or second half of the game|
|Double Chance||Pick two possible outcomes to win against for the match out of the three possible outcomes (draw, home win, away win)|
|Draw No Bet||Predict which team will win the match and have your stake returned if the match ends in a draw|
|Player to be Carded||Predict a player who will receive a card during the match|
|Match Handicap||Predict the outcome of the match with handicaps applied|
|Both Score No Draw||Predict for both teams to score but for the match to not end in a draw|
|Both Teams to Score and Over/Under Goals||Predict whether both teams will score and whether there will be over a certain amount of goals in the game|
|1st Penalty Scored/Missed||Predict that the first penalty will be taken and whether it will be missed or scored|
|Team to Score Penalty||Predict whether a team will score a penalty during the match|
|Total Goals||Predict whether the total goals scored will be under, over, or exactly a given number by the end of the match|
William Hill Odds 🔢
William Hill Enhanced odds (Bet Boost)
William Hill offers customers a ‘Bet Boost’ three times per day to increase the odds available on any of their staked bets. However, this offer is currently only available on greyhound or horse racing bets and not on other sports like football, UFC, or tennis. Bet Boost is also only available on single bets (i.e. it can’t be used on accumulators) and can only be used up to a maximum stake of £20. William Hill states that this is to ensure that all customers get an opportunity to utilise the promotion.
The presence of this offer does call into question whether William Hill’s racing odds are slightly unfavourable compared to other bookmakers if they can afford to give all customers ‘enhanced odds’ three times a day. However, from our research and metrics the William Hill horse and greyhound racing odds seem comparable with other similar betting sites.
Variable Odds Format
One simple feature that many users will find useful on William Hill is the ability to switch between different odds formats displayed across the platform. Whilst the default (for us at least) was fractional odds (e.g. 11/4), you can opt to switch this format to decimal (e.g. 3.75) or American format (275) – also known as the ‘moneyline’ format.
William Hill App 📱
The William Hill mobile app is well designed with everything you’d need access to available in just a few taps. You can manage your existing bets, make new ones, deposit and withdraw funds, manage your account settings, and even play some of William Hill’s casino games like slots and Roulette.
When it comes to In-Play betting. The mobile apps give customers access to all the rich features available on the William Hill website including live-streamed games, real-time 3D field analysis, an extensive selection of game metrics and charts, as well as a live timeline. These features are, however, much more extensive for football betting when compared with other sports like golf or basketball, but if you’re interested in football betting, it’s an excellent betting app to have on your device.
We couldn’t find any major issues using the app when it comes to bugs, performance, or usability, and based on the reviews other customers have left for the apps on the app store, there doesn’t seem to be much in the way of issues overall either.
William Hill Casino 🎰
The William Hill Vegas Casino allows you to play a range of PvC games including casino classics like Roulette, Jackpots, Slots, and Slingo, as well as a generous selection of other custom games and jackpots.
If you’d rather play against real competitors in the casino, the live casino has a wide range of live casino games to play against other players including classics like Roulette, Blackjack, Baccarat, and Poker; as well as lots of variations on these games, custom live game shows and a range of international casino tables.
William Hill Poker
Available poker variations currently include Texas Holdem, Three Card, Three Card Brag, Teen Patti, Omaha Hi-Lo, Caribbean Stud, Two-Hand Poker, and Side Bet Poker. Poker players on William Hill can engage in a range of tournaments that are accessible to people of all budgets, including the low-stake Daily Classics which have a buy-in of £1-10, and High Roller tournaments for those who want to bet big money (£20-250 buy-in), as well as other exclusive tournaments, daily free rolls, and competitions.
William Hill Bingo
William Hill has over 20 Bingo rooms available to play in which gives customers lots of variation if they like to keep things fresh. Some options include Deal or No Deal, Bingo Bowl, Bargain Basement, Community Bingo, and Rainbow Riches amongst others.
Live bingo chat rooms also allow you to chat with other players in the William Hill community whilst playing to emulate that real-life bingo experience. The chat rooms are each equipped with a dedicated host/moderator to keep things civil. You also don’t actually have to participate in the games to join the chat, as you are welcome to just sit, watch, and chat as a spectator.
William Hill Deposits and Withdrawals 💳
William Hill currently accept a wide choice of payment methods to both withdraw and deposit funds to and from your account. These include debit cards, pre-paid cash vouchers, e-wallets, and bank transfers.
William Hill also used to accept credit card deposits from providers that support it, but has recently depreciated support for credit card deposits.
Below is an overview of the deposit methods available on William Hill as of the time this review was written. However, for up-to-date info and specifics on region availability, it’s best to check their website.
|Debit Card||Visa Direct||Min: £5|
|Visa, Mastercard, Maestro||Min: £5|
|Typically 1-3 working days|
|Typically 1-3 working days|
|Pre-paid Cards and Cash Vouchers||William Hill, CashDirect||Min: £10|
|Todito Cash||Min: £10|
|Within 24 hours|
|Within 24 hours|
|Within 24 hours|
|Within 24 hours|
|Mobile Payments||Apple Pay||Min: £5|
|Online Banking||Fast Bank Transfer, EPS Uberweisung, Instadebit, Sofort, Trustly||Min: £10|
|1-10 working days|
|1-10 working days|
How Long Does It Take to Withdraw from William Hill?
Withdrawals from William Hill can take anywhere from an hour to 10 working days depending on the withdrawal method used. The fastest withdrawals are through E-wallets like PayPal or Skrill which typically process withdrawals within 24 hours (usually much faster). Debit card withdrawals typically take between 1-5 days to process, and bank transfers can take up to 10 working days.
Customers in the UK can also withdraw funds ‘instantly’ from William Hill as cash vouchers through Cash Direct. This method provides you with a unique, 19-digit code which can be redeemed at any William Hill betting shop. Unfortunately, it can sometimes take a couple of days for the cash vouchers themselves to redeem, so you won’t really have immediate access to your funds. You’ll also need your ID and a credit card with you when you take your vouchers to the shop so that they can confirm who you are and where the money needs to be sent.
Customer Support – How to Contact William Hill?
The William Hill live chat system is available 24 hours a day when you’re logged into your account on the William Hill website. To contact William Hill customer service via the live chat, just log into your William Hill account on desktop, click the ‘Help and Feedback’ dropdown under the ‘deposit’ button at the top of the page, and then select ‘Live Chat’ from the dropdown menu. A new window will appear and you can click the green ‘Message Us’ button to start a dialogue with a William Hill Representative.
When you initiate a live chat, you will initially be talking to a ‘digital assistant’ who asks a few multiple-choice questions to direct you to the right person. However, we found that it was quite easy to be directed to a human agent and though William Hill quotes an up-to 15 minute wait time, we were put through with someone almost instantly in most cases.
William Hill was founded by William Hill in 1934 and has a long and complicated history of ownership. As of July 2022, the company belongs to 888 Holdings which is itself a public company listed on the London Stock Exchange. Approximately 24% of shares of 888 Holdings belong to company insiders (executives), with the rest distributed between institutions and general public shareholders. The CEO of 888 Holdings is Brian Mattingley and Ulrik Bengtsson was recently appointed CEO of William Hill back in 2019.
Free bets will appear in your account inventory in the betting slip interface. You can redeem them by putting together a bet in the bet builder, then selecting the yellow button that says ‘Free Bets, Boosts and more’ near the bottom of the bet slip. This should show you any available awards attached to your account that are available for use.
To see what free bets you have available in your William Hill account, you can navigate to your account by clicking the balance button or profile button in the top right of the website (next to ‘Deposit’) and clicking on ‘Promotions’.
Accumulators are fairly straightforward on William Hill, though you’d be forgiven for not instinctively knowing how to access them as they can seem a little hidden away.
To create an accumulator on William Hill, begin by navigating to the sport, game, and market you want to bet on.
Then add bets to your bet slip by clicking on the accompanying odds in the odds table. Once you’ve added multiple bets, the bet slip should appear with your bets in ‘Quick Bet’ mode.
To make an accumulator out of the existing bets in your bet slip, simply click the ‘All Multiples’ tab at the top of the bet slip dialogue. This will allow you to go into an advanced bet slip mode where you can add single, double, treble, Yankee, or lucky fifteen accumulators to your bet along with other advanced betting settings.
A deposit limit is a feature designed to help those who want to limit the amount they can spend on gambling in any given period. This might be because they want to stick to a monthly budget, minimise the financial strain, or because they are worried that the amount they spend on gambling might get out of hand.
Whether you have a history of gambling addiction or just want some extra precautions on how much you spend, the best idea is usually to set your deposit limit based on how much you can realistically afford to lose in the given period.
As one of the oldest surviving bookmakers in the UK, William Hill had a lot of innovation to do to stay up-to-date with newer online-only betting services in the industry. However, they’ve done a terrific job of updating their online offering to provide competitive betting features to customers.
If you’re a big football fan and plan on doing most of your betting on the sport through William Hill, you won’t be disappointed with their feature set as this is William Hill’s strength. There’s excellent match coverage with extensive live metrics and In-Play field analysis to help inform your bets whilst you watch William Hill’s in-built live streams.
However, if you’re interested in betting on sports other than football, you might find the features a little limiting. Whilst some sports like tennis and cricket provide decent coverage when it comes to In-Play features, William Hill’s focus is more on football betting than anything else.
William Hill also offers reliable, 24/7 live chat support and a well-designed mobile app to keep on top of your wagers on the go. It’s a reliable betting site that’s best suited to football betting, but still has a lot to offer in other areas too.
About the author:
With my journalism and editing background, I am able to research and provide readers with accurate and up-to-date information about online sports betting in the UK.