William Hill — brand profile
- Trust Score
- 61/100 · B
- Complaints
- 251 in NeRating
- Licences
- UKGC · DGOJ · GRA
- Operator
- WHG (International) Limited
- Affiliate programs
- Mr Affiliate · William Hill Affiliates
William Hill is an iGaming brand licensed by DGOJ, GC-GI, UKGC. NeBlask Trust Score 61/100 (grade B). Total monthly search demand 4.9M across 47 markets, strongest in United Kingdom (11.4% share). Per affpapa.org, data for June 2026.
williamhill.com · williamhill.es
About the brand
- Licensed by the UK Gambling Commission (UKGC)
- Available on iOS (4.7/5) and Android (4.5/5)
Of the 100 trust score points the brand holds 61 (grade B): regulation — 17 of 35, reputation — 14.1 of 25, infrastructure — 15 of 15, transparency — 5 of 15, scale — 10 of 10. The widest gap is in regulation: 18 points of 35 are not scored. Player complaints collected in the NeRating database: 251.
Operator
Source: regulator registryUKGC· country by licence jurisdiction, not group registration location
Sanctions
-
WHG (International) Limited CompanyLithuania: illegal gambling
Verified 1 September 2026 via OpenSanctions (OFAC · EU · UN · UK · national lists).
Is William Hill blocked by regulators?
- Italy · ADM williamhill.com
- Poland · Ministry of Finance williamhill.com
- Belgium · Gaming Commission williamhill.com
- Greece · HGC williamhill.com
Register means: the country's providers are instructed to block access to this domain. For licensed operators the international domain (.com) usually ends up there, whilst the local version (.it, .be) operates legally — cross-check with the licence block. This is not an assessment of payout honesty.
Verified 28 October 2026 by brand domains with registries 8 jurisdictions.
Popularity and Authority
- CrUX Chrome UX Report · real Chrome users top‑500,000
Verified 13 October 2026. CrUX and Radar return buckets (top 1,000, top 50,000…), not exact positions; Open PageRank counts links, not traffic; Wikipedia — article views by people over the last full month.
Affiliate Programme
- Negative carryover
Rogue at Affiliate Guard Dog — programme that failed to pay webmasters or changed terms retroactively; AGD requests not to promote it. This is a signal for affiliates, not a trust assessment for players.
In list since 4 December 2019. Verified 8 October 2026.
Operator financials William Hill (bookmaker)
Parent company reporting William Hill (bookmaker) — the brand is part of its portfolio.
Source: Wikipedia
Google Trends
Domains
Open web footprint
Verified 21 August 2026. Only what public crawler sees: private and closed pages not counted.
Platform and Hosting
Scan 15 August 2026. open scan on urlscan.io ↗
Trustpilot
Trustpilot in-depth analysis
App Store
Google Play
Casino Guru
- Casino is online since 1998
- Mobile casino application for iOS and Android
- Live dealer games are available
- Payments by PayPal are available
- Company focuses on sports betting rather than the casino
- No withdrawal limits
Complaints Casino Guru
How many complaints are there about William Hill from players? NeRating
Casinomeister
- Massively big company
- Solid Playtech games
- Has just about anything you can imagine to bet on
- The large nature of the company can lead to an impersonal feeling
- Video Poker selection is small
- They will renege on affiliate deals
ThePogg
- Choose your favourite welcome bonus
- Comprehensive Help Centre with FAQs
- Play real money bingo and poker
- No software provider filters available
- No email or phone customer support
Casino Listings
- Well known high street bookmaker
- Refuses to pay over $2m to a short-paid jackpot winner
- Repeated serious internal staffing and management issues
Advertising and traffic
Site profile
ScamAdviser
- According to the SSL check the certificate is valid
- Several, mainly negative reviews were found for this site
- We could not analyze the content of the site
Security
Bonuses
Promotional programmes
Availability by country
| Country | Access | Bonus | Licence | Currency |
|---|---|---|---|---|
| AU | — | — | ||
| BR | — | — | ||
| CA | — | — | ||
| DE | — | EUR | ||
| GB | — | GBP |
Rating on aggregators 6 sources
News background Google News
News
26 mentionsCommunity Reddit · Forums
App Store Reviews App Store · Google Play
Extended GEO access 10 countries
| Country | Access | Bonus | Licence | Currency |
|---|---|---|---|---|
| ES | — | — | — | |
| FI | UKGC, MGA, Gibraltar, AGCO, ANJ, ADM | EUR | ||
| IN | — | — | ||
| IT | — | EUR | ||
| JP | — | EUR | ||
| NL | — | — | ||
| NO | — | — | ||
| PL | UKGC, MGA, Gibraltar | GBP | ||
| SE | UKGC, MGA, Gibraltar | EUR | ||
| US | UKGC, GGL, MGA, Gibraltar, ONJN, SGA, ADM, KSA | EUR |
Presence by Country
Intent clusters
Does William Hill have a licence?
Yes. Active licences in our data: DGOJ; GRA no. GI-4; UKGC no. 002752-R-102415-015; UKGC no. 039225-R-319373-015 and 2 more. Checked against the registers on 27.10.2026.
Withdrawal
Withdrawal times by method, payment methods and complaint statistics on payout delays are on a separate page — the passport does not have these breakdowns.
William Hill — payouts: timing, methods, payout complaintsDemand — total monthly volume of brand search queries (William Hill + registration/promo/bonus/app) from clickstream data. Model estimate, not financial reporting. Methodology.
