The death toll from the fire which devastated a residential tower block in London reached 30 on Friday, the city's police force confirmed.

Metropolitan Police Commander Stuary Cundy said 30 people had died as a result of the blaze at Grenfell Tower in North Kensington, west London, while a further 24 people remained in hospital, with 12 receiving critical care.

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"Sadly that figure may rise," he said in a brief statement on the force's Twitter account.

"The priority for all of us involved in the ongoing operation...is to recover and identify all the victims," he said.

"We will ensure that families are informed as soon as possible when we know beyond doubt that it is their loved one who has been identified," he added.

Police have launched a criminal investigation into the fire.

British media reported that dogs and a drone were being used to search the remains of the building and locate bodies, but that a full search could take some time, while the building is made safe for fire and rescue workers to enter.

The fire began in the early hours of Wednesday morning and consumed much of the 24-storey social housing block.

While some residents evacuated the tower, an unknown number were trapped on the upper floors.

Donations have poured in from across the country in a bid to help those made homeless by the disaster, while community centers and volunteers have been providing food and shelter.

Queen Elizabeth II and Prince William visited a relief center near the tower Friday, while Prime Minister Theresa May faced criticism after she visited the site but did not speak to any of those affected by the blaze.