Reports are coming in of a "major crash" on a Bay of Plenty highway.

A SunLive reader has messaged us to say "there is a major crash at 1064B Thornton Rd, near Whakatane".

"Ambulance, police and fire are in attendance.

"The road is blocked and diversion will be put in place."

A police spokesperson says emergency Services are responding to a serious crash on Thornton Road in Matata.

"Police were alerted to the two-vehicle crash at about 9.20am.

"The road has been closed and diversions are in place."

Motorists are asked to avoid the area.

At the scene?

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