Update 3.56pm: A man reported trapped on rocks at the Whakatane Heads has contacted police to say he is safe.

It's understood the man was caught on rocks on an outgoing tide but called police to say he was safe and would be able to walk his way back to the car park at the Whakatane Heads.

The Whakatane Heads where it is understood police are looking for a man who has gone missing. Photo: Whakatane Coastguard Harbour Cam.

Earlier reports indicated the man and gone for a walk and had not been seen for a few hours. Police began a search for him but he soon called to say he was okay.

Earlier: Reports are coming in of a man trapped by the out going tide near the Whakatane Heads in the Eastern Bay of Plenty.

SunLive understands police are looking for a man who went for a walk this afternoon and has become trapped by the out going tide.

A spokesman from the Whakatane Coastguard was unable to comment on the incident but says police were dealing with the incident.

SunLive contacted Whakatane Police who said they currently have a patrol looking into the incident but was unable to give any other details at this stage.

More details to follow.