Chris, I tried to winch a friends Jeep up the end of Silverwood Lake trail after his Rear end blewup and his carburated engine kept dying on the hill anyway, during my pull his tow hook bolts sheared off just as I had him half way up a rock, the hook then bounced of my WinchSaver
http://www.winchsaver.com and ricocheted into the bushes. After looking at his other hook there were no markings on the bolt heads and I was not going to risk a repeat so we strapped to his frame. When I installed my own hooks we used grade 8 1/2X13X3" bolts which I found at Lowes, they will have six tic marks on top, the bolts supplied with many hooks are very cheap and I would not trust them. The front frame horns should have threaded nut plates in each hole which commonly break loose if your hole alignment is not straight. The 3" length was needed to also go through my winch plate but the hooks should be on the frame or as close to the frame as possible to reduce the leverage placed on the bolts. Needless to say it was very scary for the guy being winched when he rolled backwards down a steep rock with little or no breaking power.
Tow hooks directly attached to the frame are best. However, some ask whether to bolt or weld them on. I prefer to bolt them on. I'm fearful welding will destroy the frame's heat-treating or be weak right at the weld. The average person doing the welding has never been educated about the "heat-affected" zone. That is a region, in the process of welding, between cold and hot metal, that crystallizes and becomes very brittle - weak. It's unavoidable without special attention to the immediate cooling process during welding.
Also, is it a conventional frame or is it integrated with the body? Integrated frames are typically made from thinner material and thereby weaker. I've seen a Cherokee factory front hook bend and distort the frame. This is due to the integrated (thinner) frame and the fact that the factory hook adds about a one-inch extension to the attach bolts. This adds a "lever" to the pull-force and can bend the frame.