I had a number of these calls from a blocked caller within hours of getting my new iPhone. The guy on the first call told me he wanted to offer me a discount on my insurance and proceeded to 'check my ID' by asking me questions about the card I'd used to buy the phone, such as can you confirm the expiry date and bak the card it with? I did so and then he said could I confirm the long number started with a 4 and I said it did, but then so do all card numbers. Then he asked me to read the long number to him and I asked why. He said I sounded suspicious and I told him I was very suspicious, to which he asked how he could know my numbger when it was a new phone if he wasn't from the store chain I got it from.
Anyway, I told him it seemed very odd that he was asking such questions and that I wasn't happy and with that he hung up. I had about 4 more calls within a short time, but I missed some, on the the last one I answered it and got a girl who wanted to talk to me and I told he to wait as I was on another call and she said she was too busy and hung up.
Some time later I was looking through my paperwork and found a comment from 'The Geek Squad', who are linked to the phone insurance and they are aware that there are a lot of bogus callers out there who get the numbers some how and are trying to rip off the customers.
So, don't give any personal information out to anyone who rings from a 'blocked' call. If need be ask for a number and ring O2 to check its legitimate before you tell anyone anything.