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Israeli troops have launched a ground offensive at Gaza as overhead airstrikes continue to decimate the besieged city.
Israel's military issued a statement on Twitter that 'air and ground troops' were currently attacking the Palestinian territory.
It's the largest escalation in battle between the two regions after days of missile attacks were sent back and forth between Israel and Palestine.
Reports on the ground are nothing short of horrifying and it's feared this latest offensive will result in more bloodshed.
Middle East correspondent for The Independent, Mel Trew wrote on Twitter: "My colleagues in Gaza say it's horrific right now there.
"They describe dozens, hundreds of airstrikes and instances of artillery fire. They've moved to the lower floors but have no bomb shelters. I am extremely concerned about their safety."
The Israeli military has clarified that troops have not entered Gaza after some outlets reported soldiers were inside the Palestinian territory or they were launching artillery fire from behind the border.
Between 3,000 to 4,000 troops had amassed on the border this week to monitor the situation. According to News Corp, more than 9,000 reservists have since been called up for duty.
Israel has hit roughly 700 Hamas targets since Monday and they have taken out senior commanders and key attack drones.
Israel Prime Minister Benjamin Netanyahu warned earlier this week that he would stop at nothing if the tit-for-tat continued.
"Since yesterday, the army has carried out hundreds of attacks against Hamas and Islamic Jihad in Gaza... and we will further intensify the power of our attacks," Netanyahu said, adding that Hamas 'will be hit in ways that it does not expect'.
The Israeli leader has now released a statement on Twitter about this latest escalation, saying: "I said we'd exact a steep price from Hamas, and that's what we're doing...The last word has not been said and this operation will continue for as long as it's necessary.
"We will continue to do what we're doing with great intensity."
Hamas' armed wing spokesman Abu Ubaida said he and his people were ready for a fight.
"Mass up as you wish, from the sea, land and sky. We have prepared for your kinds of deaths that would make you curse yourselves," he said.
Gaza's Health Ministry says the death toll from the latest wave of attacks has risen to 103 people, including 27 children. A whopping 49 Palestinians were killed in the territory on Thursday alone, which is the highest single-day death rate since Monday. At least 580 people have been injured.
Seven people have been killed in Israel, including a soldier, five citizens and two children.
The Israeli offensive has been condemned for happening on Eid Mubarak, which is a religious holiday celebrated by Muslims around the world and marks the end of Ramadan.
The UN Security Council will hold a public meeting this weekend to address the outpouring of violence.
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