William Hill
William Hill is one of the UK's most recognisable gambling brands, offering sports betting, casino games, poker, bingo, and live dealer products. It's operated by WHG (International) Limited, which has held a UKGC licence since November 2014. The operator has faced significant regulatory action, including a £12.5 million settlement in 2023, and its trust grade sits at D.
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About
William Hill is operated by WHG (International) Limited, a Gibraltar-based entity licensed by the UK Gambling Commission since 1 November 2014. The operator holds six active UKGC licences covering casino, bingo, betting, and gambling software. The brand's tagline, "A world of betting at your fingertips", reflects its broad product range, though consumers should weigh that marketing against its regulatory record before signing up.
According to their website, William Hill offers slots, live casino games, sports betting, online poker, and online bingo. The site claims to provide live streaming, in-play betting, cash out options, session time reminders, and self-exclusion tools. Payment options stated on-site include Visa, Mastercard, PayPal, Skrill, and a William Hill Cash Card Mastercard. These are self-reported features and haven't been independently verified.
The domain williamhill.com has been registered since September 1995, giving it over 30 years of history. It scores well on technical security, with an A-grade SSL certificate issued by Amazon and TLS 1.3 support. But a strong technical setup doesn't offset the operator's D-grade trust score, which reflects a history of regulatory scrutiny from the UKGC.
Features & Offerings
Key Offerings
- Slots
- Live casino
- Sports betting
- Online poker
- Online bingo
Main Features
- Live streaming
- In-play betting
- Cash out
- Session time reminders
- Self-exclusion tools
Can You Trust William Hill?
Positive Signals
- UKGC licensed since November 2014 with six active licence types
- Domain registered since 1995, giving 30+ years of operational history
- A-grade SSL certificate with TLS 1.3 encryption
- IBAS registered for independent dispute resolution
Concerns
- £12.5 million regulatory settlement in March 2023 for safer gambling and AML failures
- £82,687 financial penalty in August 2025 for failing to identify customers holding accounts across group companies
- Trustpilot score of 1.2 out of 5 from nearly 7,000 reviews
- Operator trust grade: D reflecting repeated regulatory scrutiny
What Users Say
William Hill has a Trustpilot score of 1.2 out of 5 from 6,928 reviews, placing it among the lowest-rated major UK gambling brands. The volume of reviews suggests a substantial customer base, but the rating points to widespread dissatisfaction. Individual star-rating breakdowns aren't available in the current data.
Common Themes
No topic summaries are available for this brand in the current dataset.
Regulatory Context
The 2023 UKGC settlement specifically cited failings in safer gambling processes between 2020 and 2021. Consumer complaints on Trustpilot frequently mirror this period of concern in major UK operator enforcement actions, though no topic-level breakdown is available here to draw a direct line. The 2025 penalty for failing to identify customers holding multiple group accounts is also noteworthy from a consumer perspective: it suggests that individuals who had self-excluded or were flagged on one William Hill product may not have been identified across other group accounts.
Source: Trustpilot
UKGC Licence Status
WHG (International) Limited holds six active UKGC licences. The Remote Casino licence permits online slots and table games. The Remote Bingo licence covers online bingo products. The General Betting Standard (Real Event) and General Betting Standard (Virtual Event) licences cover sports betting and virtual sports respectively. A Pool Betting licence covers tote-style wagering. The Gambling Software licence, granted in March 2015, allows the operator to supply software to other licensed operators. All licences were first granted on 1 November 2014 and are currently active with no expiry dates recorded.
William Hill is registered with IBAS (the Independent Betting Adjudication Service) for alternative dispute resolution. ADR means that if a customer's complaint isn't resolved directly with the operator, they can escalate it to IBAS for a free, independent review. IBAS registration is a UKGC licensing requirement for betting operators.
Regulatory Actions
WHG (International) Limited has two recorded regulatory actions. In March 2023, following a regulatory review of activity between May 2020 and October 2021, the UKGC found failings in safer gambling and anti-money laundering processes. The operator agreed to a settlement including a payment of £12,500,000 in lieu of a financial penalty, along with new conditions added to its licence. In August 2025, after a self-reported key event, the UKGC imposed a £82,687 financial penalty for failing to comply with SRCP Condition 3.9.1, which requires identifying customers holding accounts across group companies. The Commission acknowledged the operator's cooperation and the remedial action taken.
Site Assessment
Licensed Operator
The operator behind William Hill is WHG (International) Limited, which has been UKGC licensed since 1 November 2014, giving it over 11 years of regulated history in the UK market. No UK Companies House data is linked in the records, which limits transparency on the company's corporate structure and directors. The operator carries a trust grade of D with an enforcement score of 0, driven by its two regulatory penalties totalling over £12.5 million.