It seems legit: msg said there was a wrong pin attempt on the card. I googled and found this page, then contacted the wife who has the additional card, she said she had just put in incorrect pin when making a transaction.

Caller: Coles

It ColesFS. Called back and they sorted everything

Caller: Coles Financial Services

I got this message today:
"From ColesFS: The transaction you recently attempted was declined due to the entry of an invalid PIN. Please try again with the correct PIN. Alternatively, please contact us, by searching the Coles Financial Services Online website and selecting Contact us."
Found that my wife had been trying to put in a PIN but couldn't remember it. So the message was genuine.
But please remember that scammers can easily spoof this number and appear to send messages from it that are malicious.

Like the first post..my wife forgot her pin # and tried guessing. I got a sms alert on my phone exactly the same as first post so have to assume it's all legit

Caller: CFS

Well guess what? I typed a pile of info here and then proceeded to accidentally lose it. So I can only be brief. Basically 4 March 2020 message above seriously made me think it was a scam of some sort as it also mentioned an issue with the PIN. I had only just received a new Credit Card and was concerned that my paying an on line shopping account with Coles, that I may have made an error.
I have since found out that the money was taken out of my account for that reason and I had an email from CFS confirming they had paid the money owed on the shopping list. When I actually went via my browser with the rather lengthy link given in the SMS, which did look a bit dodgy, my browser said it couldn't find it and to try again. So that's my story, but honestly I'm too worn out to do anything more about it. But it may still help someone down the track.

scam saying they are Coles MasterCard and I need to call number to verify my account because it's been blocked due to fraudulent use

Is this number collected to Coles Myer?