Police were called to the incident, which involved two cars, at the intersection of the highway and Kauri Point Rd near Tahawai at 8.44am.
Senior Sergeant Glenn Saunders said one person had been critically hurt in the crash and two others had moderate injuries, and all were being transferred to hospital.
"The Serious Crash Unit is on its way to the scene and as a result, the road has been closed in both directions and is likely to remain shut for several hours," Saunders said.
There are no diversions in place so police ask motorists avoid the area and thank people in advance for their patience.
Roads are also expected to be busy north of Auckland.
NZTA said traffic on SH1 northbound between Puhoi and Warkworth was likely to be heaviest between 10am and 2.30pm.
Signs above the northbound lanes on the Harbour Bridge are warning motorists to expect delays between Orewa and the Far North.