William Hill Bookmaker Review 2024 – Must Do Better

Last updated April 26th, 2024

William Hill Bookmaker is one of the biggest and most famous betting firms in the world but it is not a great place for UK punters to join. We do not recommend them to newbies as they don’t offer the perfect service to their client-base. Unfortunately they are not alone in that in the UK, where the bookies all need to pull their socks up. However William Hill is one of the worst of the bunch.

This huge company is listed on the London Stock Exchange (LSE) via their parent company 888 Holdings Plc (soon to be renamed ‘Evoke’). Just Bookies has looked at their company accounts and the volume of sports bets taken on a yearly basis runs into billions of pounds. They also have several thousand bookies’ shops in the United Kingdom. That makes them one of the highest profile presences in British high streets but, in this William Hill review, we find them to offer a sub-par service to their players, with many complaints of customers having bets limited in size, removal of promotions, zealous affordability checks and even closure of accounts. While that can happen at other firms, the William Hill bookies betting site is uniquely complex to browse and so has quite a large learning curve for new account holders.

OPINION: William Hill Bookmaker is a big brand name offering generally poor customer satisfaction. They limit players quickly when they have some winners and their customer service is sometimes ill-informed and dismissive. This is par for the course with UK-licensed bookmakers as they are a mediocre bunch in general. The William Hill sports site is designed poorly and, for the novice, browsing the myriad of sports betting options can feel like a maze. They are a long way from the gold standard of UK online bookmakers. In short, this William Hill review gives them a thumbs down until they improve markedly.

Got experience of betting with William Hill? Please leave your opinion, star rating and feedback at the bottom of this review.

Further Review of William Hill Bookies

William Hill Bookmaker accepts bets from several countries and the list of restricted countries is below this review. However, please note that this Just Bookies website is purely aiming our reviews at UK players, who are staple fodder for William Hill. Hills has annual turnover of in excess of thirty billion pounds. Its internet division offers online sports betting, casino, poker and bingo. There are over two thousand three hundred retail shops.

It also takes bets by telephone through its huge call centres in the UK, capable of answering six hundred calls simultaneously. Its betting service was started in 1934 by the man who gave his name to the company. The company was in at the start in 1961 when bookmaker shops were legalised in Great Britain. However, Hills was very slow to embrace the internet when others started launching online sites in the UK in 1998. Amazingly Just Bookies has noticed that the company has re-written history and its corporate website makes the false claim that WH launched its sportsbook online in 1998! In fact it was many years after that. This white lie may fall in to the ‘never let the facts get in the way of a good story’ school of journalism. It kind of sums up their sketchy business ethos.

Despite that reticence to join the internet era, this firm now takes almost more bets than anyone else in the online betting business. In 2009 it relocated its remote online business to Gibraltar, an offshore low-tax jurisdiction, to avoid paying the higher UK taxation as well as the UK horse racing levy.

The online software used to be in-house, but after it failed to match up to that of its competitors, and revenues decreased in a booming market, Hills partnered with Israeli software house Playtech in 2008. Badly managed, they acted in haste. It was a deal that heavily favoured the much shrewder Playtech, who were left owning twenty nine percent of William Hill’s online operation and Playtech was also paid over one hundred million pounds. Hashtag ‘muppets’.

There was a lover’s tiff in February 2011 when Hills sought a legal injunction to prevent Playtech discussing a merger with its nemesis and arch-rival Ladbrokes.

In October 2011 over 200 William Hill employees based in Israel walked out on strike at proposed plans to move their jobs either back to the UK or Gibraltar. A lot of the Israeli trouble makers left to start another betting firm called Winner, which is certainly not a company Just Bookies would recommend to anyone and we do not even bother to review them.

Fast forward and in recent decades William Hill has improved though they give the feel of being a faceless goliath, rather than offering a personal and intimate experience. Nothing annoys sports bettors more than having their wagers reduced or rejected. Along with their motley peers, Hills do this at will, knowing they and the other bookies have the sports media in the pocket. When individuals in the media are taking their money for adverts and more, they can’t exacting turn around and call out William Hill for their sharp practices.

One day sports betting in the UK will be regulated properly and the likes of William Hill will be made to stand a bet to their advertised prices and to pay a proper fee towards the horse racing levy. Given the government’s ignorance, the British Horseracing Association’s (BHA) incompetence and the UK Gambling Commission’s failure to regulate properly, that might be a long time coming. In the meantime William Hill are free to underpay for the right to bet on horse racing and under-deliver in terms of service to British-based sports bettors.

Restricted Countries (a hellish long list!): William Hill has a very long list of countries whose residents can not join. Please note that Bet365 has one of the shortest lists of restricted countries and may suit you better if your country appears here (in alphabetical order): Afghanistan, Algeria, Anguilla, Bangladesh, Belgium, Belize, Benin, Botswana, Brazil, Bulgaria, Burkina Faso, Cambodia, Cameroon, Cape Verde Islands, Central African Republic, Chad, China, Cuba, Cyprus, Denmark, Djibouti, Equatorial Guinea, Estonia, Ethiopia, France, French Guiana, Gabon, Gambia, Germany (excluded from sports only), Greece, Greenland, Guadeloupe, Guinea, Guinea-Bissau, Haiti, Holland, Hong Kong, Indonesia, India, Iran, Iraq, Israel, Ivory Coast, Laos, Latvia, Lesotho, Liberia, Libya, Madagascar, Malawi, Maldives, Mali, Martinique, Mauritania, Mongolia, Montserrat, Morocco, Mozambique, Myanmar (Burma), Nepal, Netherlands, Netherland Antilles, New Caledonia, Norfolk Island, North Korea, North Macedonia, Norway, Niger, Peru, Philippines, Poland, Portugal, Réunion, Romania, Rwanda, Saint Vincent & The Grenadines, Samoa, Sao Tome & Principe, Saudi Arabia, Solomon Islands, Somalia, South Africa, Sudan, Surinam, Swaziland, Switzerland, Syria, Thailand, Togo, Tonga, Turkey, Uganda, United Arab Emirates, Uruguay, USA, Vanuatu, Yemen.

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Average rating:  
 10 reviews
 by Roger V
Truly Hopeless

What with their affordability checks (to avoid paying me out) & their reducing the amount I can bet on sports and their rude & uncaring customer services (who appear to know nothing about betting), William Hill is not worth joining. Don't believe the slick TV ads with various ugly racing personalities throwing all morals in the bin by taking payment to promote this dreadful firm. Those ITV presenter idiots should hang their heads in shame. Instead they should be campaigning against the harm William Hill et al do by pillaging UK horse racing and not paying enough from the betting product back into racing. No, Ed and his gang of ugly TV mercenaries promote the crooked bookies without a care for the truth. Avoid William Hill.

 by Fred Nance
William Hill Crooks

Limited me to pennies on the sports betting just because I had a winning bet. William Hill refuse to lay a proper stake. Avoid these crooks.

 by Frank G
Should Do Better

Considering how big and well-financed they are, William Hill should do a better job. The foreign customer service is ineffective and ultimately unhelpful. Sure, they have a ton of sports to bet on but often the ante-post markets are not updated properly. Selections, particularly in the horse racing long-term betting markets, are often spelt wrong. Horses that are not going to be running are included in futures markets. I suspect this is just incompetence and bad management. Let's hope it is not to tempt punters into betting on selections in events where stake money is not returned in the event of a non-runner. I realise the more events that are available the harder it is to make the menus user-friendly, but, boy, do they make it hard to track down events. The whole menu system needs simplifying. It is a measure of how being a betting operator is money for old rope that William Hill do such a poor job and still make so much money. They need to be taxed more and they should contribute way more to UK horse racing, which is being starved to death by under-funding from the UK bookmakers. So the conclusion of this personal review? They do a bad job for their punters, bleed horse racing dry and service compulsive gamblers, but who cares, right?

 by Paddy Gilmore

I have been betting with William Hill for the Rugby World Cup. I bet mainly on the match handicaps. Not any more. Now that I am comparing other sites, I can see that their betting odds prices are so uncompetitive. It is a user-unfriendly site that is hard to navigate and drill down to the markets I want. Very unimpressed to be honest.

 by Chris J
Awful Bookie

William Hill is one of the worst online bookmakers in the UK. Where do I start with the issues? Just keep away!

 by Sadie L
Expected Better

Only just joined William Hill bookmaker. I am new to online betting as I have used betting shops before. Their website is horrendously unintuitive and hard to get around. Can't get all the bets on that I want. Horse racing options poor. With their brand name I expected it to be better managed.

 by Geoff Jones
Poor Lay Out

Hate the way the site is laid out. Don't have all the events I need and want. Was looking forward to some World Cup betting with William Hill, not any more.

 by Neil Fargo

William Hill Bookmaker offers an unreliable service. From sports betting through to the casino and poker, all of which I did use regularly, it is an unprofessional service with lack-lustre software. I needed some help and picked up the phone to customer services. They were foreign, badly trained and clueless. Didn't seem to even understand betting odds. It was a disgrace. Mainly I bet on football and horse racing and I'll be moving to somewhere better with UK-based customer services in future.

 by Andrew Sesame

I have joined a lot of bookies over the years. I have accounts with all of them in GB. William Hill takes the biscuit - for being the worst operation of the lot. You would think they don't want any punters the way they run the place. They reduce wagers at will (and I am a losing account!), the customer helplines are staffed by people of the street who don't seem to understand the world of sports betting. It is a measure of how easy it is to make money as a bookmaker that William Hill do such a bad job and yet are so big. They want tiny-staking punters who lose every bet. God help you if you accidentally win. They need proper regulating - and should be made to stand a bet at advertised prices. Shysters.

 by Eileen Smith

Poor website with less options than most. The email customer support is a joke and ought to be switched off as can literally take weeks. They are dreadful. Taking my sports betting elsewhere.