OddsUpfront

William Hill review (UK)

4.3Goodeditorial ratingBy OddsUpfront Editorial Team, EditorialFacts checked

Broad markets and a well-used app from one of Britain's oldest bookmakers. Against that sit the largest regulatory penalty in our UK set, prices at the market average and a takeover still in progress.

Best for: Bettors who want a wide market range from a long-established name

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Pros
  • iOS rating of 4.67 from more than 200,000 ratings
  • Acca Boost runs from 3% on doubles to 200% on 20 or more legs, ending 30 May 2027
  • Priced more markets in our data than any other UK sportsbook
  • Impact Sub moves your selection to the replacement on selected football
Cons
  • £19.2m Gambling Commission payment in March 2023, the largest in our UK set
  • A further £82,687 penalty in August 2025
  • Trustpilot 1.2 from 7,473 reviews
  • Owner evoke is mid-takeover, and the buyer's related US company reported going-concern doubt
How the rating breaks downMethod
  • Prices 30%4.0
  • Trust and safety 20%3.8
  • Markets and coverage 20%4.8
  • Payments 15%Not scored
  • App and tools 15%4.8
Quick facts
Licence holder
WHG (International) Limited
UKGC account
39225
Owner
evoke, with a takeover by Bally's Intralot pending
Founded
1934
iOS app
4.67 from 200,791 ratings
Android app
4.23 from 33,159 ratings
Trustpilot
1.2 from 7,473 reviews
William Hill prices, measuredHow we measure
Average payout
93.0%
vs sportsbook average
0.0 pts
Best price share
25.4%

Ranked 10 of 17 sportsbooks we can measure, on 316 markets across 210 matches, latest prices 11 Nov 2026. This is a small sample of the leagues we track, so treat small gaps with caution. It excludes promotions and price boosts.

Welcome offer

Bet £10, Get £30 in Free Bets

  • PayPal, Apple Pay, Skrill, Neteller and paysafecard deposits don't count

New UK customers, 18+, registering with promo code R30. Min first deposit £10. Place a single £10 cash bet on any sports market (Virtuals excluded) at odds of 1/2 (1.5) or longer. Once settled you get 3 x £10 free bets, valid 7 days; each must be used in full, stake not returned, non-withdrawable. Deposits via PayPal, Neosurf, Paysafe, Apple Pay, NETELLER, Skrill, ecoPayz, Kalibra/Postpay and WH PLUS Card do not qualify. One offer per customer. Promotion runs until 31 December 2026.

Offers change often and can differ depending on how you reach the site. The bookmaker's own terms apply. How to read an offer

What it does well

William Hill covers the mainstream well. Bet Builder, Cash Out, Best Odds Guaranteed, Extra Places and YourOdds customer-suggested prices are all documented, and we hold more compared markets for it than for any other UK sportsbook. If you bet on handicaps and totals as well as match results, it is useful to have in your comparison.

Prices

William Hill landed on the sportsbook average in our sample. It is neither a price leader nor expensive.

Ownership

Parent company evoke agreed a recommended £243m all-share takeover by Bally's Intralot in June 2026. Both sets of shareholders have voted in favour, but the deal had not completed at the latest report we read, with completion expected in late 2026 or early 2027. Bally's Corporation, a related company, reported substantial doubt about its ability to continue as a going concern in August 2026. The group also has about 270 fewer shops than a year earlier.

Trust

WHG (International) Limited holds the licence. In March 2023 William Hill group companies paid £19.2m for social responsibility and anti-money laundering failures, and a further £82,687 penalty followed in August 2025. That record is why trust is its lowest score.

What we could not check

William Hill's help pages refused our checks, and the payment details we found were search summaries, some of them old. We have not scored payments, so check the cashier for current methods and times.

Licensing
  • United Kingdom · Gambling Commission
Payments

  • Debit card

    Deposits and withdrawals · withdrawals: 1–3 days (Visa Fast Funds within 4 hours) · no fee

    Min £5

  • PayPal

    Deposits and withdrawals · withdrawals: within 48 hours · no fee

    Min £10

  • Apple Pay

    Deposits and withdrawals · withdrawals: 1–3 days · no fee

    Min £5

  • Pay by Bank

    Deposits and withdrawals · withdrawals: instant · no fee

    Min £5

  • Bank transfer

    Deposits and withdrawals · withdrawals: 3–5 days · no fee

    Min £5

  • Skrill

    Deposits and withdrawals · withdrawals: 1–3 business days · no fee

    Min £5

  • Neteller

    Deposits and withdrawals · withdrawals: 1–3 business days · no fee

    Min £5

  • paysafecard

    Deposits only · no fee

    Min £10

  • Cash in a betting shop

    Withdrawals · withdrawals: immediate

Figures from Soccerway William Hill withdrawal time (Sept 2026), TNT Sports William Hill review (Jun 2026) and William Hill help centre: Available deposit and withdrawal options, not yet checked with William Hill. Limits and times change, so check the cashier before you deposit.

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Sources for this review

Ratings on OddsUpfront are editorial opinions based on published terms, regulator records, app store listings and our own price data. We have not tested deposits, withdrawals or customer service in person, and terms can change, so check the bookmaker's site before you sign up. We may earn a commission from links on this page; it does not affect the rating. How we rate