William Hill
Apps: iPhone (UK App Store) and Android (Google Play)
Licensed and regulated by the UK Gambling Commission, account number 39225 (WHG (International) Limited).
Visit HerePlease gamble responsibly. GambleAware.org 18+
Bookmaker review
William Hill Review: UK Licence, App, Ownership and Regulator Record
William Hill is run in Great Britain by WHG (International) Limited, part of evoke plc. Its UK app listing describes a Bet Builder Hub, racing streams and in-line football stats. In August 2025 the Gambling Commission fined the licensee £82,687 after a breach the licensee had reported itself.
Fact card
William Hill at a glance
UK Gambling Commission
Licensed · register checked 21 October 2026
- Licence holder
- WHG (International) Limited
- Gambling Commission account
- 39225
- Remote betting licence
- 039225-R-319373-015
- Register checked
- 21 October 2026
- Mobile apps
- iPhone (UK App Store) and Android (Google Play) (store listings checked 20 October 2026)
Licence details from the Gambling Commission public register. Included in our current order of 14 UK bookmakers on the homepage (updated 3 November 2026). How we order the bookmakers. Please gamble responsibly. GambleAware.org 18+
Who runs William Hill?
This William Hill review uses the Gambling Commission's public records, the William Hill app listing on the UK App Store and the website of its parent group. The Commission register shows WHG (International) Limited, account 39225, holding remote licence 039225-R-319373-015. Betting on real and virtual events, pool betting, bingo and casino have been active since 1 November 2014, and gambling software since 25 March 2015. The head office is in Gibraltar.
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The App Store listing says William Hill is operated by WHG (International) Limited, a company registered in Gibraltar, and is also licensed by the Gibraltar Gambling Commission. The group site of evoke plc names William Hill among its brands, alongside 888, Mr Green and Winner. It describes William Hill as "founded in the UK in 1934".
History of William Hill
evoke describes William Hill's retail heritage of more than 1,000 high street shops as a key part of the brand, and dates its digital expansion to 1998. As a listed company, William Hill plc was bought by Caesars: evoke's investor archive files the Caesars acquisition under documents dated 30 September 2020.
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evoke's investor pages say that in July 2022 the group completed its acquisition of William Hill, combining it with the 888 brands.
What does the William Hill app listing describe?
The listing covers football, horse racing, rugby union and league, boxing, darts, tennis and entertainment markets such as reality TV, politics and weather. It also names UFC, F1, snooker, NFL, cricket, golf, greyhound racing and GAA. For racing it names the Cheltenham Festival, Royal Ascot, the Grand National and Goodwood, among others.
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Features described include a Bet Builder Hub with live leg tracking and player stats markets, and Cash Out, which the listing says is available "across all sports". It also describes Betting TV for live horse racing streams, WH Stories with previews and analysis, and in-line football stats beside the odds with previous results and head-to-head records.
The listing describes Best Odds Guaranteed on UK and Irish horse racing: if the starting price is bigger than the price taken, the bet is paid at the higher odds. That is the publisher's statement; we could not read its qualifying conditions on a William Hill page, so check them in the app.
What stands out
- The licence covers betting, bingo, casino and gambling software, active since 2014 and 2015.
- William Hill belongs to evoke plc, whose other brands include 888, Mr Green and Winner.
- The listing describes a Bet Builder Hub with live leg tracking, Betting TV racing streams and in-line football stats.
- The listing names time reminders, time-outs and deposit limits as safer-gambling tools.
- The market list runs from football and racing to GAA, darts and entertainment specials.
Points to check
- The register's action page shows one recent action, a 2025 penalty; earlier settlements are covered below.
- Best Odds Guaranteed is described in the listing; its exclusions could not be read from an official William Hill page.
- William Hill's payments help article, read on 21 October 2026, names debit card, PayPal, Apple Pay, Pay By Bank and bank transfer for withdrawals, with a £5 minimum and no William Hill fee for debit card withdrawals; withdrawal times are not covered in this review.
- The app also links to William Hill Vegas casino games, which this review does not cover.
Which safer-gambling tools does William Hill list?
The App Store listing names "time reminders, time-outs, and deposit limits" as safer-gambling tools. It describes the app as a real-money gambling app for over-18s and gives the National Gambling Helpline number, 0808 8020 133, with gambleaware.org for UK customers. The listing does not describe self-exclusion; GAMSTOP, the free national scheme, applies to every online gambling business licensed in Great Britain.
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The app needs iOS 16.0 or later and is offered in English. Its privacy label lists purchases, user content, identifiers and usage data among the data that may be linked to the user's identity.
What has the Gambling Commission published about William Hill's licensee?
On 7 August 2025 the Commission imposed a financial penalty of £82,687 on WHG (International) Limited. It followed an investigation into a key event the licensee submitted. The Commission found a breach of paragraph 3 of social responsibility code provision 3.9.1, on identifying individual customers. That paragraph requires a licensee to treat a customer with accounts at the licensee and at a group company as it would a customer with more than one of its own accounts.
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The Commission noted that the licensee identified the breach itself, reported it proactively, took remedial action and co-operated throughout. The licence remains active on the register.
Has William Hill been sanctioned before?
Yes, and on a larger scale. In March 2023 the Commission announced that three William Hill Group businesses would pay a record £19.2 million for social responsibility and anti-money-laundering failures. WHG (International) Limited, which runs williamhill.com, paid £12.5 million of it. The Commission's examples included a customer who lost £54,252 in four weeks without the operator seeking income evidence, and 331 customers who could gamble with the licensee although they had self-excluded with the group's Mr Green brand. Licence conditions added a board member overseeing an improvement plan and a third-party audit, and the Commission said it had seriously considered suspending the licence. In February 2018 it had announced a penalty package of at least £6.2 million against William Hill Group for failures between November 2014 and August 2016. Neither case appears on the register's action page today.
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The high-street shops sit with a separate licensee. William Hill Organization Limited, account 2752, with a head office in London, holds non-remote betting licences active since 1 January 2009, and on 22 October 2026 the register listed 1,251 premises for it.
Does the William Hill app track you?
Not according to its App Store privacy label. WHG (International) Limited declares no data used to track you across other companies' apps and websites, which sets it apart from most apps in this comparison. Data collected without being linked to you includes coarse location, search history and crash and performance data. The label is the developer's own declaration and is not verified by Apple.
William Hill: the summaryWilliam Hill
William Hill is licensed to WHG (International) Limited, account 39225, part of evoke plc. Its app listing describes a wide market list, a Bet Builder Hub, racing streams and named safer-gambling tools. The licensee was fined £82,687 in 2025 for a self-reported breach of a customer identification rule. Its payments help article sets a £5 minimum for debit card withdrawals; promotion terms and the rules for other methods could not be read from William Hill's own pages, so check them in the account. 18+. BeGambleAware.
Licensed and regulated by the UK Gambling Commission, account number 39225 (WHG (International) Limited).
Visit HerePlease gamble responsibly. GambleAware.org 18+
Questions punters ask
William Hill FAQ
Is William Hill licensed in the UK?
Yes. The Gambling Commission register lists WHG (International) Limited, account 39225, with remote licence 039225-R-319373-015; its betting activities have been active since 1 November 2014.
Who owns William Hill?
evoke plc. Its website names William Hill among its brands, with 888, Mr Green and Winner.
Does William Hill have a mobile app?
Yes. The UK App Store lists William Hill Sports Betting from WHG (International) Limited, and Google Play lists an Android app.
Does William Hill offer Best Odds Guaranteed?
Its App Store listing describes Best Odds Guaranteed on UK and Irish horse racing. Check the qualifying conditions in the app.
Has the Gambling Commission fined William Hill?
Yes. On 7 August 2025 it imposed a £82,687 penalty on WHG (International) Limited for a breach of the customer identification rule that the licensee had reported itself.
Does this site earn commission from William Hill?
It can. The link to William Hill's website is an affiliate link, so the bookmaker may pay this site a commission if you open an account through it, at no cost to you. It does not change what this review says.