ProsSafe & secure20+ years oldAward-winning customer service
ConsCan feel old in placesBonuses could be better
Year Established 2000
Country (License) UK Gambling Commission for Customers in Great Britain
Min Deposit £10
Max Deposit £99,999 (per time)
- Visa (Debit)
- Bank Transfer/Wire
- Quick Cash
- Postal Orders
- Apple Pay
- Bank Transfer/Wire
- Apple Pay
What you can expect to find in our comprehensive William Hill review:
- About William Hill Sportsbook
- William Hill Sportsbook Free Bet, Promo & Bonus Code
- In-Play & Cashout with William Hill
- Desktop & Website Based Experience with William Hill
- Mobile Website & App Based Experience
- Safety & Security When Playing with William Hill
- Customer Service & Support Experience
- William Hill: Final Overview
William Hill is widely regarded as one of the most popular sports betting brands in the UK, but what can you expect from this established bookmaker?
The brand has been at the forefront of gambling for as long as we can remember, with a strong high street presence in the shape of physical locations, and in recent years an excellent online offering that gives punters a top-grade online betting experience.
With a lengthy history bolstered by an admission to the London Stock Exchange in 2002, William Hill has rightly earned a reputation as a safe, trustworthy bookmaker and is an instantly recognisable betting brand in the UK.
William Hill covers a vast number of sports with some of the best betting offers covering the most popular sports. As well as the standard flag-bearer sports that you’d expect to find on a major bookies’ website, it also offers markets on some lesser-known and more niche sports, thus making it a great option for punters with a wide range of betting requirements.
The William Hill layout is more traditional than similar UK bookies, with hundreds of events and odds displayed across the homepage. The match betting odds are laid out in a compact and detailed way that reminds us of reading horse racing odds from a high-street betting shop.
There are lots of odds, lots of betting info, and hundreds of available live markets. The congested layout could be somewhat overwhelming if you’re new to betting online, but there is an order and methodical nature to the layout that we believe contributes to a positive user experience.
William Hill’s new customer sign-up offer is extremely generous and follows a similar format used by our preferred UK bookies. At the time of writing it had actually been improved even further on the longstanding original offer that enticed new punters with a “bet £10 and earn a £30” bonus offer.
Instead, new customers can now get £40 in free bets when placing a £10 bet to get started. When you sign-up make sure you claim the William Hill bonus offer and fill-out all of the required information.
Then, place a bet for a tenner and get credited with four £10 bets instantly. Of course there are terms and conditions to the offer, with certain criteria needing to be fulfilled to obtain the offer (you’ll need to sign up using a mobile device, and there are the usual caveats).
Another positive for William Hill in our opinion is that they also really look after their existing members, with enticing promotions on popular betting markets.
The main William Hill promos I can think of include accumulator insurance, bore draw, substitute follow, second place money-back offers, and lots more depending on the sporting calendar. There is plenty there to make William Hill one of the more caring bookies when it comes to looking after existing customers, and it has an extensive range of daily promotion offers on a dedicated section on its website.
William Hill provides in-play betting and cashout options for a huge number of its sports markets, and its live betting offer is something to behold. With literally hundreds of live betting markets available on an hourly basis, there is never a shortage of options for those punters who want to place in-play bets.
With live stats and live streaming on selected events William Hill has an enhanced live betting experience, and its live radio streaming service covers horse racing and the greyhounds. In short, you’re well served as a punter at Hills if you’re looking to place live bets and follow them as they unfold.
William Hill’s cashout and partial cashout feature allows bettors extensive control over their bets, with singles and multiple bets able to be cashed out at various points during a match or event. This feature is available on selected sports markets and events, with the cash out option open to all customers.
As expected from one of the UK’s most respected gambling brands, William Hill has all angles covered on its website. The design is one of our least favourite however, because we prefer the less is more Silicon Valley modern approach, but its design is simple, if a little crowded at times.
That may well suit many punters who want a plethora of information laid out visually. If you’re more old school and used to reading odds from the wall of the bookies or an expert gambler that likes a lot of information, William Hill is probably best suited to you. The website is relatively easy to navigate there’s a lot of content to keep punters occupied with daily lists, in-play options, coupons, competitions, stats and more available to help with making selections.
Most importantly, the layout of sports, markets and odds on offer is easily navigated and the overall website experience, from landing to selecting and placing a bet, is a seamless and pain-free journey.
In addition to this ease of usability, the William Hill website is also available in 11 different language versions.
William Hill operates one of the best betting apps available, and they were quite literally one of the earliest to embrace the mobile app market.
The mobile product is somewhat similar to their website, but we believe it’s easier to navigate and less overwhelming than the desktop version. This is quite an achievement given the amount of information and features that have been built into the app, with all the markets, betting options, promotions, deposit options, customer service care and more present on mobile.
The mobile app is by far the most developed of all of the bookies, in our opinion. The constant design changes and new features can be a bit tedious, but William Hill strives to be better while other UK bookies tend to stick to the basics and we applaud that desire to continually improve. At the end of the day, it’s us punters who benefit from these updates.
The William Hill betting app is available on both Android and iOs platforms, where it can be downloaded for free.
William Hill is fully regulated and licensed by the Gambling Commission in the UK, and in total is licensed in 13 countries worldwide.
In addition, Hills have also been part of the group which launched the Industry Code for Socially Responsible Advertising in 2020, and its approach to ensuring its customers are gambling in a responsible manner has seen features such as deposit limits, session time reminders and the ability to self exclude all integrated into its customer user interface.
Overall, we believe William Hill to be one of the bookies with the greatest integrity when it comes to customer safety and security.
The customer service from William Hill is excellent, both online and in-store.
There is a call centre, live chat, and email service for online queries, and they are also highly responsive on social media too. This can give great peace of mind to punters, knowing that there is 24/7 support in place for customers.
William Hill also has a detailed and in-depth help section, which covers all the queries and FAQs you may be able to think of, with that full cover customer care service there as a fallback if your issue isn’t quickly solved in the help area of the site.
Online user reviews of William Hill’s customer service are overwhelmingly positive, with many comments stating that issues were solved quickly and with minimum fuss.
This means we can say with confidence that William Hill doesn’t shy away from fixing customer issues. It is a responsible brand that is very consumer focused, something older British bookies understand is a staple of a successful business.
Check-out William Hill today and make the most of the Bet £10 to get £40 back in free bets.
If you’re looking for a trustworthy bookmaker with an excellent reputation for customer service and overall user experience, then William Hill is one of the most assured bookies you can go for.
With fantastic offers for both new and existing customers, along with a wide range of betting markets, strong in-play and cashout options, and a leading mobile app, there are few drawbacks to the betting experience with William Hill and we highly recommend them.