The NYS Division of Consumer Protection is warning of an increase in cell phone identity theft scams.

The scam involves text messages sent to consumer cell phones that masquerade as cell phone providers, utility companies and financial institutions.

The text message asks recipients to click on an embedded link or a number given. If a consumer replies, they are prompted to give out personal information.

The state is asking that residents forward those messages to 7726 to have your cell service block that number. It also recommends to file a complaint with your provider and the Federal Trade Commission. Never respond to any unsolicited text message.