William Hill Review
Best for established bookmaker with Bet Builder
What we like
- Holds UK Gambling Commission licence 39225 with active casino and betting permissions
- Bookmaker since 1934 with a large UK shop estate
- Bet Builder Hub with Cash Out, per the app listing
- Best Odds Guaranteed on UK and Irish horse racing
What could be better
- Free bets from the welcome offer are Bet Builder tokens
- App store reviews mention withdrawal reviews and slow support
- Casino sits in a separate William Hill Vegas app
William Hill UK review: UKGC-licensed (39225) bookmaker founded in 1934, with Bet Builder, cash out, racing streams and a new-customer free bet offer.
We haven't finished our hands-on test of William Hill yet, so there's no score. Everything below comes from regulator records, William Hill's own published information and the sources linked on this page.
Who runs William Hill and its history
William Hill was founded in 1934 and became one of the best-known names in British betting. It bought 18 betting shops from Jack Swift in 1966, listed on the London Stock Exchange in 2002, and was taken over by Caesars Entertainment in April 2021.
In 2022 the European business, including the UK operation, was bought by 888 Holdings, now called evoke plc, and the sale completed in July of that year. evoke describes William Hill as an iconic brand that moved online in 1998. It says the brand still has well over 1,000 high street shops, and its careers page puts the figure at 1,300 or more.
evoke has a pending recommended offer from Bally's Intralot, so ownership may change.
Licensing and safety
The UK-facing business is run by WHG (International) Limited, which holds Gambling Commission account 39225. The public register shows six active remote licences: bingo, casino, gambling software, general betting on real events, general betting on virtual events and pool betting. Most started on 1 November 2014, and the software licence on 25 March 2015.
The company is registered in Gibraltar, but the app listing states it is licensed and regulated by the UK Gambling Commission. The Commission imposed a record £19.2m penalty on three group companies in 2023, which is worth knowing as background on how closely the brand has been supervised.
Sports and betting features
The app covers football, horse racing, tennis and other sports with live betting. The listing says selected horse races can be streamed.
The Bet Builder Hub lets you build a bet with player stats markets, and it tracks each leg live. The listing says Cash Out is available. In-line football stats put head-to-head records next to the odds, and WH Stories adds tips, previews and analysis.
For UK and Irish horse racing there is Best Odds Guaranteed: if the starting price is bigger than the price you took, you are paid at the starting price. There are also Acca Boost offers on football accumulators, which the listing says run up to 30 May 2027 and range from a 3% boost on a double up to 200% on 20 or more legs.
Welcome offer and promotions
The app store listing advertises a new-customer deal: deposit £10 and stake £10 to get £40 in Free Bet Builders, with the code FB40. These are tokens for the Bet Builder rather than ordinary free bets, so read how they can be used.
Check the minimum odds, expiry and other terms on the day you sign up.
Payments and withdrawals
Check the cashier for payment methods and withdrawal times before you deposit. The new-customer offer asks for a £10 deposit, and the app listing mentions deposit limits as a safer gambling tool.
Some app store reviewers describe withdrawals held for account review. That is individual feedback, not a verified pattern, but it is a reminder to complete identity checks before you ask for a payout.
App and support
The sportsbook app is free on iOS (rated 4.7 from about 201,000 ratings) and Android, with the developer listed as WHG (International) Limited. The William Hill Help Centre is at help.williamhill.com.
The listing names time reminders, time-outs and deposit limits among the safer gambling tools.
Who it suits
William Hill suits someone who wants an established UK name, racing coverage and a strong Bet Builder. People who mainly want a casino should note that the app listing points to a separate William Hill Vegas app. We haven't finished our own hands-on test yet.
William Hill licence details
William Hill is licensed in 1 of the regions we cover. The brand is run by evoke plc. You can check each licence yourself using the regulator links below.
| Region | Regulator | Licence / licensee | Where |
|---|---|---|---|
| UK | UK Gambling Commission | No. 39225 · WHG (International) Limited | Nationwide |
Sources: [1] [2] [3] [4] · Checked 1 November 2026
Apps
William Hill has an iPhone app and an Android app. Apps are usually region-specific, so download the version for where you live.
Features
| Live streaming | Yes |
|---|---|
| Cash out | Yes |
| Bet builder | Yes |
How we'll score William Hill
When our test is complete, William Hill gets a score out of 10 from these criteria. Read the full rating method.
| Criterion | Weight | Score |
|---|---|---|
| Licensing & safety | 20% | – |
| Odds & margins | 15% | – |
| Payments & payout speed | 15% | – |
| Markets & sports depth | 10% | – |
| Bonuses & fair terms | 10% | – |
| App & usability | 10% | – |
| Live betting & streaming | 10% | – |
| Customer support | 5% | – |
| Responsible gambling tools | 5% | – |
William Hill also offers an online casino: read our William Hill casino review.
William Hill FAQs
Is William Hill licensed in the UK?
Yes. WHG (International) Limited holds Gambling Commission account 39225, with active betting, casino, bingo, pool betting and software licences.
Does William Hill have cash out?
The app listing says the Bet Builder Hub includes Cash Out.
Can I stream races at William Hill?
The app listing says selected horse racing can be streamed.
Who owns William Hill?
evoke plc owns the UK and European business after buying it from Caesars in 2022. A pending offer from Bally's Intralot could change that.
Review sources: [1] [2] [3] [4] [5]
Play safe
Only bet with money you can afford to lose. Set deposit limits when you open your account, and use time-outs or self-exclusion if betting stops being fun. Free, confidential help: UK: National Gambling Helpline 0808 8020 133.