Trust

William Hill is owned and operated by WHG (International) Limited, who is at home in Gibraltar. The company is licensed through Gibraltar as well, though they also have a UKGC license and further licenses from countries such as Sweden, Denmark or Italy.

That means, they’re very well regulated, of course. But beyond that, you can expect that they’ve earned their trust from customers over the 80 years they’ve been around.

Being traded at the London Stock Exchange is also reassuring factor as the company is obliged to fulfil security measures to be publicly tradeable.

So, on the official side of things, William Hill is about as trustworthy as a bookmaker can be. But what do other reviewers and, more importantly, customers say?

Well, William Hill is held in high regard, receiving an A+ rating on SBR.com, which is indeed rare. Their rating on AskGamblers is only average and reviews by customers range from abysmal to euphoric. There is a rather higher number of unresolved complaints currently outstanding than we’d like to see here, lest you believe that this is a company entirely without issues.

Overall, we do consider William Hill well-established and trustworthy, however. Just be aware that not everyone is happy here, though you can count on getting help if you do encounter problems.

Bonuses and promotions

William Hill has a separate promotions section, where you can find everything from a welcome bonus to free bets to acca boosts or slot tournaments.

New customers at William Hill can claim a free bet offer after signing up. They need to make a deposit of at least €10 and place a bet of that same amount on odds of 1.5 or higher. Once that’s done, two free bets worth €15 become available.

It’s important to know that several deposit methods are not eligible for this bonus, including PayPal, Neteller, Skrill and Paysafecard.

Free bets are valid for 30 days and can be used on just about any product in the sportsbook. The free bet stake won’t be paid out in any returns.

The terms are fair and a nice incentive to get your started at William Hill. Since the terms for available bonuses and promotions always vary, you’ll always need to make sure to read them thoroughly.

There’s no lack of bonuses to avail yourself of at William Hill. Most of them have a shelf-life, of course, so they change regularly.

On the upside, you’ll be able to claim bonuses for various sports such as football, tennis, cricket, horse racing and more.

Odds and betting selection

William Hill has a reputation for offering competitive odds on football. It is the second most popular and most featured sport in the sportsbook, meaning you will find many specials here, which is great news.

You can filter according to the daily list of games available, in-play betting, competitions, stats and more. Once you’ve selected the match you want to bet on, you’ll get a full menu of options to bet on, including odds on:

• Team Goals
• Scorers
• Goals
• Match Specials
• Handicaps
• Half and Period
• Corners
• Penalties/Cards

And much more. Indeed, at William Hill you’ll be able to find odds for just about anything that can happen in a match, which you can place bets on pre-match or in-play.

Adding your selection to the bet slip is easy, as you just need to click on the odds you want to bet on, which opens up a window at the bottom of the screen on the right-hand side (or just at the bottom if you bet via mobile). You can then select your stake and confirm.

Your options at building your bets are comprehensive and with the help of the “Build#YourOdds” feature, it’s made easy as well.

Aside from pre-match betting, in-play betting options and odds at William Hill are excellent. Their in-play betting is hugely popular, which is also owed to the fact that you can watch matches live and for free on their Betting TV. Apart from advertising their horse and greyhound races here, football matches can also be watched via live stream.

If you want to place bets outside of football, you should keep in mind that William Hill’s most popular sport is horse racing. That’s where they also have just about the best odds and widest selection of betting options in the industry.

Beyond that, the sportsbook offers more than 30 sports and specials for you to bet on, which leaves hardly any betting wishes unfulfilled.

Banking

If you want to learn everything about banking at William Hill, you’ll have to dig a little deeper. The bookmaker provides a “Help and Feedback” section that opens up in another tab on your desktop computer. This brings you to the help centre, which covers a wide range of topics, including all the information you need about depositing and withdrawing at William Hill.

But before you get all the relevant information, you have to follow more links, which is a little tedious. They could have just as easily summarised everything in one page that is linked to the main website instead of making you click through three times before getting some results.

In any case, the information provided is sufficient, though a little odd. The bookmaker lists the available payment methods such as credit cards, debit cards, various e-Wallets (including PayPal), prepaid cards, instant banking or bank transfer. And they list the maximum deposit and minimum withdrawal amounts as well as transaction times (thankfully all quite realistic) and potential fees (usually none).

It’s unclear why we don’t also find the information for minimum deposit and maximum withdrawal here, but okay.

William Hill is transparent enough with the information provided and sets realistic expectations. We couldn’t find any mention of withdrawal limits per day, week or month, which usually means none are imposed.

Finally, as usual, you need to go through the KYC process before requesting your first withdrawal. There are several ways to do that, which are all explained in the William Hill help centre. Be sure to have your documents in order to avoid any unnecessary delays.

Customer Service – 4/5

William Hill’s customer service enjoys an excellent reputation. The team is helpful, readily available and professional. By clicking on the “Help and Feedback” button, you’ll be able to contact the customer service team either via email or live chat. The latter is obviously the preferred method and it is available 24/7. Response times are fast, and you won’t have trouble getting your queries answered, even if the information is available on the website itself.

Usually, the customer service team is also available via UK or international phone numbers. However, at the time of our review, the customer service centres were not manned due to the Coronavirus pandemic. The information was available on the “Contact Us” page, where you were asked to use live chat or email instead.

Software – 3/5

William Hill is another sportsbook that won’t win design awards. Their focus is on functionality, which is preferable over flashy gimmicks anyway. And whilst the sportsbook is relatively easy to use, it does feel a little cluttered. There is just so much information even on the frontpage that new punters may feel a little overwhelmed.

Betting is made quite intuitive, though, and whilst there is much to go through, even new punters will get there eventually. Don’t be intimidated, because the overall setup is actually quite tidy, and we’ve seen much worse.

Whilst the sportsbook is reasonably user-friendly, the casinos at William Hill are a little more cluttered and filter options are really quite odd sometimes. It seems much less intuitive to navigate through the games, which can be annoying and frustrating at times.

The mobile page is well done and feels a little bit easier to use thanks to a reduced screen, which allows you to hide a few menus. The site is responsive and fully functional.

Finally, William Hill offers mobile apps for iOS and Android, which can be downloaded directly through the website. The apps are quite handy to use and are generally favoured by their users.

Other

William Hill is a full-service gambling provider (though depending on your region you may not have access to all of it), which gives us several casinos (Vegas, Live Casino, Casino and Games) that often overlap with each other (which makes them seem a bit redundant).

There is also a Bingo section and one for Poker, where you can access the Playtech Poker network.

Gambling products aside, William Hill runs their Betting TV, and you can listen to WH Radio on their homepage (or via mobile). They run shows about horse racing and greyhound racing as well as tons of podcasts covering a wide range of betting topics.

This is quite a unique feature to have and if you’re interested in that sort of thing, you should check out their podcasts.

Summary

What can you say about a bookmaker who’s been around for eight decades already? What can you add to everything that’s already been said? Truth be told, not much. William Hill offers excellent football betting and even better horse racing betting.

There isn’t much you could want as a punter and not find here. Live streaming is available, you can follow the matches on their very own radio, build your bets with the best odds possible and play tons of games via mobile or in a dedicated app.

Yes, we don’t like the many outstanding complaints on AskGamblers, but we’ve also seen more complaints about other bookmakers and that doesn’t leave a big question mark regarding their trustworthiness. You should definitely check William Hill out as you won’t find a more experienced bookmaker than them.