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William Hill

61 / 100
B Reliable
Declined by -5 points
5
Licenses
51
Markets
2
Domains
active
Status
Quick verdict: is this brand legit? →
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Brand overview

William Hill is a long-established sports betting and gambling brand operating at williamhill.es. It holds a UKGC license and has a trust score of 61/100 (grade B), indicating moderate trustworthiness concerns. App store ratings are strong (4.7 iOS, 4.5 Android), though Trustpilot reviews are limited and average.

Key facts

  • Founded: 1934
  • Trustpilot rating: 1.2
  • Trustpilot reviews: 7356
  • Tranco rank: 69472
  • Organic keywords: 219
  • Reddit mentions (30d): 44
  • Meta ads active: 1
  • Domain: williamhill.com
  • SSL days left: 72
  • CDN: CloudFront
  • Referring domains: 20486
  • Backlinks: 4754888

Trust score breakdown

How the trust score is calculated across 6 weighted dimensions.

Scale 10/10
Regulatory 17/30
Reputation 14/20
Transparency 0/15
Infrastructure 15/15
Digital presence 10/10
Trust score breakdown 61/100

How the trust score is calculated across 6 weighted dimensions.

Trust score history

Monthly Trust Score evolution based on the formula v2.0 (6 components: regulatory, reputation, infrastructure, transparency, digital presence, scale).

Latest
56/100 · C
2026-08
Previous
55/100 · C
2026-06
Change
+1
2026-06 → 2026-08
060708

Demand trend 12 mo., to Jun 2026

Avg monthly volume
4,976,644
Total (12 months)
59,719,722
Change
+35,092 +1%
070809101112010203040506

Affiliate Program

Active affiliate program Models: RevShare
View affiliate profile →

Affiliate program reputation

⚠ Listed under Warning on Affiliate Guard Dog, listed since 2019
Program: William Hill Affiliates
Rogue program Negative Carryover
Source: Affiliate Guard Dog (affiliateguarddog.com)

B2B Reviews

Casinomeister Neutral Zone
6.7/10
Payout time: 24-72 hours
ThePOGG Recommended
4/10
Pros & Cons
✓ 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

Mobile App

▶ Google Play
Caesars Sportsbook & Casino
4.5 34,700 reviews
Installs: 1M+
Open in store →
🍎 App Store
William Hill Nevada
4.7 9,776 reviews

Technical

Analytics
Google Analytics (GA4)

Languages (6)

English German Italian Japanese Spanish Swedish

Reputation & visibility

Trustpilot rating
1.2
Trustpilot reviews
7356
Reddit mentions (30d)
44
Organic keywords
219
Tranco rank
69472
Meta ads active
active

Licenses

Where the brand is blocked

Blocked in 4 of 8 countries checked
  • Belgium GC 2 entries
    williamhill.com since 2012-05-11 no local licence
  • Greece HGC 3 entries
    williamhill.com since 2018-06-29 no local licence
  • Italy ADM 1 entry
    williamhill.com no local licence
  • Poland MF 5 entries
    williamhill.com since 2022-12-16 no local licence
Source: EU regulator blocklist registers

Operator & sanctions screening

Operator legal entity
WHG (International) Limited · United Kingdom
Sanctions lists
Matches found
  • WHG (International) Limited
Screened against consolidated EU, UK, OFAC and UN sanctions lists
This brand accepts crypto - see the crypto casino trust ranking →

Infrastructure & domain health

Domain health: Healthy (100/100)
Domain
williamhill.com
Domain age
31
SSL days left
72
CDN
CloudFront
Referring domains
20486
Backlink rank
548
  • + SSL certificate
  • + Domain age
  • + Backlinks
  • + CDN active

Markets (51 countries)

Countries where this brand is active. Click a country for market intelligence data.

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Frequently asked questions

What is the trust score of William Hill?
William Hill has a trust score of 61 out of 100, placing it in grade B (Reliable). The score is calculated from regulatory standing, reputation, infrastructure, transparency and scale, using publicly verifiable data.
How many licenses does William Hill hold?
William Hill currently holds 5 active license(s) across its operating markets. License status is verified against regulator registers weekly.
In which markets is William Hill active?
William Hill is active in 51 country/countries. Use the markets filter above to sort by legal status (legal, regulated, unregulated or prohibited).
How does William Hill compare to similar brands?
Brands in the same grade (B) as William Hill are listed in the "Similar brands" section above. You can also use the compare tool on the trust leaderboard to evaluate William Hill side by side with up to three other brands.
Can William Hill improve its trust score?
Yes. Trust scores are recalculated monthly. If William Hill obtains a new licence, improves its Trustpilot rating, extends its SSL certificate or publishes clearer terms, its score will rise in the next cycle.

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William Hill - Top games (8)

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